U.S. Local Online/Interactive/Digital Ad Revenues to Reach $38.1B
in 2016, According to BIA/Kelsey
Updated forecast shows local interactive media growing at a compound
annual growth rate of 12.4 percent between 2011 and 2016
CHANTILLY, Va. (Nov. 14, 2012) – BIA/Kelsey,
advisor to companies in the local media industry,
expects the overall U.S. local media market
to grow moderately through 2016, at a 2.1 percent compound annual growth
rate. In the fall update to the firm’s U.S. Local Media Forecast
(20011-2016), the firm forecasts total U.S. local media advertising
revenues to reach $147.1 billion by 2016.
BIA/Kelsey forecasts ad revenues for the online/interactive/digital segment
of the U.S. local media market to grow from $21.2 billion in 2011 to $38.1
billion in 2016 (12.4 percent CAGR).
“Search advertising still dominates interactive spending, accounting
for slightly more than 51 percent of the total online market,” said
Matt Booth, chief strategy officer and program director, Interactive
Local Media, BIA/Kelsey. “Overall, we remain very bullish on
interactive spending, and especially on new mobile monetization methods
like point-of-sale offerings that are showing performance improvements.
In fact, we expect mobile growth to offset some of the slowing in core
search and display in the outer years of the forecast.”
Local search will grow faster than the overall search market, from
$5.7 billion in 2011 to $10.2 billion in 2016 (12.1 percent CAGR).
Similarly, the U.S. local display market will outpace the overall display
market, growing from $2.4 billion in 2011 to $5.1 billion in 2016 (16.2
percent CAGR).
The firm’s forecast will provide the context for BIA/Kelsey’s
upcoming Interactive Local Media West (ILM West) conference, Dec. 4-6,
in Los Angeles. ILM West, the leading event in the local digital arena
for nearly 10 years, will draw from the forecast to thoroughly examine
what’s shaping digital media and marketing in 2013. This year’s
program is built around the theme, “Leading in Local,” featuring
nearly 50 leaders from across the local industry, including keynote
speakers Jason Finger, CEO, CityGrid Media; David Krantz, CEO, YP;
Dan Levy, Director, Global SMB Markets, Facebook; Todd Rowe, Managing
Director, SMB Global Sales, Google; and Vikram Sharma, CEO, Gannett
Digital Marketing Services.
Details about the ILM West conference, including speakers, agenda,
sponsors and online registration are available
at www.biakelsey.com/ilmwest2012.
About the U.S. Local Media Forecast (2011-2016)
BIA/Kelsey defines the local media advertising marketplace as those
media that provide local audiences to all types of advertisers. To
prepare this forecast, BIA/Kelsey analysts gathered as much proprietary
and secondary information as available by segment; generated preliminary
forecasts by segment, which were discussed with leaders within key
segments; included third-party and public company reports to adjust
and fine-tune forecasts; tied a bottom-up approach with a top-down
approach; and utilized long-standing industry expertise and knowledge
to adjust drivers and key assumptions. The forecast is issued annually
each spring and updated in the fall.
The U.S. Local Media Forecast (2011-2016) is comprised of an overall
forecast of the local media market, plus five distinct forecasts for
each of BIA/Kelsey’s main coverage areas: Interactive Local Media,
Mobile Local Media, Social Local Media, Video Local Media and Directional
Media/Yellow Pages (The Kelsey Report). BIA/Kelsey clients have access
to forecasts for each of the advisory services to which they subscribe.
For information on becoming a client, call (800) 331-5086 or email
spasswaiter@biakelsey.com.
A “Full Edition” of the forecast is available for purchase.
It includes a national overview of U.S. spending in local markets and
topline forecasts of key media segments (e.g., newspapers, radio, video,
television: over-the-air and cable, out-of-home, direct mail, directories—print
and Internet Yellow Pages, magazines, online, mobile, social).The 80-plus-page
Full Edition may be purchased by non-clients for $1,895 and at a discounted
rate by clients of BIA/Kelsey advisory services. For more information,
visit www.biakelsey.com/Research-and-Forecasts/LocalMediaForecastFull.asp or email sales@biakelsey.com.
About BIA/Kelsey
BIA/Kelsey advises companies in the local media space through consulting and
valuation services, research, Continuous Advisory Services and conferences.
Since 1983, BIA/Kelsey has been a resource to the media, mobile advertising,
telecommunications, Yellow Pages and electronic directory markets, as well
as to government agencies, law firms and investment companies looking to understand
trends and revenue drivers. BIA/Kelsey’s annual conferences draw executives
from across industries seeking expert guidance on how companies are finding
innovative ways to grow. Additional information is available at http://www.biakelsey.com,
on the company’s Local
Media Watch blog, Twitter (http://twitter.com/BIAKelsey)
and Facebook (http://www.facebook.com/biakelsey).
For more information contact: Eileen Pacheco
For BIA/Kelsey
(508) 888-7478 eileen@tango-group.com
BIA/Kelsey publicly available information (including, but not limited to, press releases, blog posts, company Web site content, presentations, and excerpts from advisories and reports) may be cited, provided BIA/Kelsey is properly identified as the source (Source: BIA/Kelsey). If you are uncertain about a particular use, please contact us for approval. Provide the full citation and context for your request via e-mail to Eileen Pacheco at eileen@tango-group.com
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