BIA/Kelsey helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
BIA sees significant growth in local mobile ad spending in 2018 as advertisers embrace location-targeted, social and web platforms.
- What’s the best opportunity for media companies around mobile advertising?
- What are top mobile/social revenue drivers?
- What is social mobile versus desktop/table ad spend?
- How does local compare to national ad spend for mobile and social?
- What’s the opportunity of location-targeting advertising within mobile sold by all providers?
Subscribe to BIA ADVantage to understand how mobile and social are changing the local media landscape and how you can jump on the opportunity.
The rise of local video advertising in 2018 will be driven by progress in Advanced TV and the industry’s commitment to new methods that improve interactivity and the viewer experience.
According to BIA’s new report, ADVANCED TV: Executive Views on Industry Progress & New Directions, the market for local video advertising is expected to rise to $32.6 billion this year and will reach $37.1 billion by 2022.
Growth in the video market comes from the mobile and digital (i.e., desktop and tablet ad platforms) categories. These categories are attracting marketers because of their ability to develop and measure data-infused video campaigns to target audiences using segmenting attributes. To remain competitive both within the TV station category, and certainly with digital competitors, local TV is implementing various types of Advanced TV solutions to provide similar, powerful capabilities.
Explore the current state of Advanced TV, 2018 initiatives, industry education and commitment and more in the report.
BIA/Kelsey Forecasts U.S. Local Advertising Revenues to Increase 5.2 Percent in 2018 to $151.2B; Largest Annual Increase in Five Years
BIA/Kelsey’s new advertising forecast reveals that a mixture of a robust economy, a competitive political landscape and significant growth in mobile/social media will combine to drive a notable increase in local advertising revenue next year.
BIA/Kelsey forecasts that ad spending in local media will reach nearly $76 billion by 2021, making it an attractive and lucrative target for cybercriminals. However, ad fraud is siphoning revenue away from legitimate publishers and delivering the wrong audiences to advertisers.
Advertisers spending ad budgets to target local audiences and local media publishers alike should not only be aware of the risks of ad fraud but also take proactive action to contain this growing threat.
To assess the risk of fraud, BIA/Kelsey, in collaboration with Marketing Science Consulting Group, conducted a series of studies to assess the risk of fraud in programmatic media targeting local audiences. Download the complimentary report here.
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