BIA Advisory Services helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
- Local as a Service (LaaS)
- Local Television Advertising
- New Report: Advanced TV
- New Station-Level TV data in BIA ADVantage
- Local TV & Location-Targeted Mobile Campaigns
BIA has coined the term “Local as a Service” (LaaS) to designate the landscape of companies that exist to connect national brands to local consumers leveraging technology, platforms, data, and automation.
Learn more in our report series, Local as a Service: National Brands, Local Activation, that offers BIA’s proprietary data to frame the landscape, along with results from a series of insightful interviews with several leading LaaS vendors, to include: 2adpro Media Solutions, Ansira, Field Day, Netsertive, Sproutloud and Surefire Local.
Total Local TV Advertising and Total U.S. Retail Vertical Forecasts
BIA projects a healthy growth of approximately 6% year-over-year in total ad spending for local broadcast television stations (over-the-air and online TV).
Advertisers are expected to spend $19.2 billion on local broadcast television stations in 2018, compared to $18.2 billion in 2017. Importantly, local broadcast television stations’ online platforms are projected to continue the historical double-digit growth trend.
Looking at the U.S. Retail vertical, the largest marketers in this category including furniture stores, department stores, women’s clothing and home centers are forecasted to spend $1.2 billion, $1.8 billion, $0.9 billion, and $2.9 billion respectively, on local media in 2019.
BIA issued the forecast during the TVB Forward 2018 conference. Read more here.
Access the full summary of the Total U.S. Retail Vertical Forecast here.
Advanced TV: BIA Forecast and Executive Views on Industry Progress & New Directions
Get a mid-year update on the state of Advanced TV in the new report: Advanced TV and Innovation in Local Television.
The report includes BIA’s local video and local digital ad forecast and examines opportunities for traditional media and pure plays as they vie for local media budgets.
Featured in the report are interviews with experts from companies representing different parts of the industry: Imagine Communications, IRI, iSpot, Operative, Sinclair Broadcast Group, Video and WideOrbit.
BIA Integrates Local Television Audience Data from comScore into its Advertising Intelligence Platform BIA ADVantage
comScore’s station-level local television data enhances the integrated, full view into local television markets delivered by BIA ADVantage.
BIA Advisory Services has integrated comScore’s local television audience measurement and ratings information into BIA ADVantage, a proprietary platform that delivers local market advertising intelligence. Leveraging comScore’s local television information delivers valuable audience details for every station in all 210 local television markets.
The data partnership between BIA and comScore offers instructive analytics and competitive insights broadcasters require to assess their market strength and competition in a way not previously possible.
BIA estimates ad spending in local TV and location-targeted mobile will nearly reach $43 billion in 2018. Advertisers will spend $20.8 billion in local television and $22.1 billion in location-targeted mobile to target audiences in 2018.
The report Local TV and Location: How Targeted Mobile Intelligence Creates High Impact Campaigns examines the growth for each media and how marketers are integrating the channels to unify their ability to effectively reach, target and engage consumers in a multi-platform environment.