BIA/Kelsey helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
BIA/Kelsey’s Advanced TV webinar series continues with a summary of developments in 2017 and a look ahead at expectations for 2018. BIA/Kelsey looks broadly at the Advanced TV landscape as comprising platforms and data that target and deliver audiences beyond typical gender and age attributes. We include programmatic TV, addressable TV, Connected TV/OTT, Contextual Audience Networks and the newly approved ATSC 3.0/Next Gen TV standard.
Based on new survey findings of business advertisers, Plus Spenders advertisers (businesses spending more than $25,000/year) are using an average of 17 different media channels for their advertising and promotion.
“Over 85 percent of Plus Spender advertisers indicated they are already using some form of mobile advertising, and they intend to increase that usage next year by focusing on areas such as mobile search, mobile websites and mobile display,” commented Celine Matthiessen, VP Analytics and Insights.
The new wave of BIA/Kelsey’s Local Commerce Monitor™ (LCM) Wave 21 completed in the third quarter of 2017, indicates that SMBs intend to allocate 62.2 percent of their budget to digital media to promote their businesses next year. Read more public findings.
The LCM survey tracks SMB advertising and marketing spending, web footprint, media performance assessments, and opinions about key topics like emerging media and sales channels. For this survey, “SMB” is defined as a business having from 1 to 100 employees.
Subscribers of BIA ADVantage can login to view new research reports detailing the intentions and plans of TV/Cable advertisers and the advertising intentions of Plus Spenders (those spending more than $25,000/year) and Core advertisers (those spending less than $25,000/year). Research available for individual purchase.
In the report, TV & Cable Advertising & Small Businesses, BIA details the activities and spending intentions of advertisers that use TV and cable advertising.
How much will small and medium-sized businesses (SMBs) spend next year? What are their top priorities for 2018? Subscribe to BIA ADVantage to get complete insights into the advertising and marketing plans of SMB advertisers.
More about BIA ADVantage.
BIA/Kelsey tracks the value of transactions in TV and radio and the number of stations sold in each industry on a monthly and year-to-date basis. View all the details.
– Mark Fratrik, SVP and Chief Economist BIA/Kelsey