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BIA’s 2018 regional conference series, LOCAL IMPACT | Media Investment + Consumer Engagementfocuses on the $150+ billion locally targeted advertising marketplace. Use the unique opportunities at a LOCAL IMPACT event to get industry-leading intelligence, innovative insights and recommendations on how to reach your audience using new technologies from leading experts.

INDUSTRY SNAPSHOT

BIA projects total local advertising revenue in the U.S. will increase 5.2 percent in 2018 to $151 billion, the largest annual increase in five years. We expect this growth to continue to nearly $175 million by 2022, driven by a robust vertical ad and political ad spending and technology advances in data-driven audience targeting, local market automation platforms and cross-media strategies and activation.

The combination of significant marketplace growth opportunities, along with innovation and consolidation, makes it the right moment to determine new strategies to grow your business revenue.

LOCAL IMPACT OVERVIEW

At the center of the media industry, BIA continues to sharpen its data and services to inform and empower businesses to achieve greater Local Impact when serving local audiences and consumers.

In 2018, BIA will use its LOCAL IMPACT events to focus on key areas of media investment and consumer engagement.  At each regional event, you’ll hear from and network with the best and brightest leaders from publishing, brands, agencies, data, AdTech and Martech firms who are driving this industry forward and understand what constitutes success. You’ll also get access to BIA’s proprietary, cutting-edge research that can help shape your sales, marketing and product plans.

LOCAL IMPACT events will be held in several cities with high-growth opportunities next year and will be attended by both traditional and digital media and solution provider executives.

AGENDA 2018

Key topics on the agenda will include:

  • Cross-platform, attribution and campaign optimization
  • Addressability, data-driven audience planning and buying
  • National brands and local affiliates and ties with local market automation
  • Ad fraud considerations when targeting local audiences
  • ATSC 3.0 opportunity and status
  • Digital buying/selling, strategies and key players

BIA analysts will also present proprietary, cutting-edge research that can help shape your sales, marketing and product plans. Our discussions will include:

  • Share of Wallet – Analysis and insights from our forecasts, which cover vertical ad spend across media, to examine the spend both nationwide and in a local market.
  • Advertisers, Their Dollars & Plans – Results from our advertiser survey that reveals planning and spending intentions across top ad platforms.
  • LaaS Workshop – New for 2018, the Local as a Service™ (LaaS) marketplace workshop will examine the rise of local marketing automation, aka, “through channel marketing automation, which has fundamentally reshaped the ecosystem for brands, agencies, local affiliates, and both digital and traditional media. This new workshop will bring together thought leaders, case studies, new research and present a roadmap for brands, agencies, media, adtech and martech companies to better understand the dynamics of local media markets and how they are evolving.

Interactive table discussions will allow participants to drill into topics of most importance to them. Led by BIA analysts and our partners, table discussions will be a significant opportunity to have an engaging discussion with leaders and potential partners.

From the agenda topics, BIA proprietary data-driven sessions and LaaS workshop and break out discussions, attendees will get an exceptional understanding of marketplace trends and activities and how to best take advantage of opportunities.

SCHEDULE

LOCAL IMPACT D.C.

April 25

LOCAL IMPACT New York

June 6

LOCAL IMPACT Los Angeles

July 12

LOCAL IMPACT Miami

October date TBD

LOCAL IMPACT AGENDA

11:45 – 12:45 Networking Lunch – Hosted by Women LEADING IN LOCAL

12:45 – 1:15 Media Investment and Consumer Activation Strategies

This expert panel discussion will kick off the event with a round the horn assessment of the media landscape (i.e., new innovations and significant consolidations) and then drill into exactly how data-driven audience targeting, cross-media strategies and activation is offering new revenue opportunities for the industry.

Expert panel led by BIA CEO, Tom Buono or BIA Managing Director, Rick Ducey

1:15 – 1:45 Share of Wallet

BIA’s Chief Economist, Mark Fratrik, will provide insights and perspective on the firm’s nationwide and local market forecast data to help explain:

  • The relative health of the local market ad spend growth in relation to the rest of the U.S.
  • Aggressive (and perhaps softening) vertical ad spend in the local market for retail, health care, auto and more.
  • Top local billing competitors.
  • Digital competition among primary pureplay digital advertisers selling locally including estimates for Google, Facebook, Twitter, Yahoo, Bing, AOL, Yelp, Pandora.

BIA Chief Economist and SVP, Mark Fratrik, and Guest Speakers

1:45 – 2:00 BREAK

2:00 – 3:00 Interactive Table Discussions

  • National brands and local market automation
  • Ad fraud considerations when targeting local audiences
  • ATSC 3.0 opportunity and status
  • Digital buying/selling, strategies and key players

3:00 – 3:30 Advertisers, Their Ad Dollars and Intentions

During our annual survey, local businesses told BIA how much they plan to spend in 2018, what platforms they plan to invest in and how they calculate ROI. It’s fascinating to realize small businesses invest marketing dollars in multiple channels from traditional to digital. Get inside the mind of business advertisers and find out where you should be focusing your efforts in 2018.

This session will also include a local market case study that will inspire successful local activation.

Celine Matthiessen, VP Insights & Analysis, BIA and Guest Speaker(s)

3:30 – 4:00 Networking Break & Demos

4:00 – 4:45 Local as a Service (LaaS) Workshop

New for 2018, the Local as a Service™ (LaaS) marketplace workshop will examine the rise of local marketing automation, aka, “through channel marketing automation”, which has fundamentally reshaped the ecosystem for brands, agencies, local affiliates, and both digital and traditional media. This new workshop will bring together thought leaders, case studies, new research and present a roadmap for brands, agencies, media, adech and martech companies to better understand the dynamics of local media markets and how they are evolving.

Rick Ducey, Managing Director, BIA and Guest Speakers

4:45 – 5:00 Local Impact Strategies

In this final session, BIA will call-out crowd-sourced tweets on best take-aways and ideas from the conference attendees, speakers and sponsors to wrap up the afternoon with inspiring thoughts, reflections and call to action.

5:00 – 5:45 Networking Reception

PARTNERING OPPORTUNITIES

Started in 2017, LOCAL IMPACT events have quickly become known for their meaningful discussions, tactical case studies and valuable networking. It’s a very different type of event that stands out from the crowd, according to attendees and sponsors.

Whether attendees are looking for new clients, partners, vendors, or the next great business idea in the local marketing industry, LOCAL IMPACT is a community they will want to be a part of in 2018.

How can you get involved?  Several opportunities:

Content Partners

We are looking for content partners to assist with session development. If you’d like to propose participating in or leading a session, submit your idea to LocalEvents@biakelsey.com.

Interactive Table Sponsors

We are looking for sponsors to host an interactive table discussion. We will help you organize and produce your table. Previous sponsors have indicated this type of engagement with attendees is highly valuable and nets beneficial results. A limited number are available at each event.

Custom Event Sponsorship

Want to host a LOCAL IMPACT event for your company and select clients and prospects? We can bring an event right to your business that can be beneficial for both internal training and external client networking.

Let’s discuss how to engage your business, your teams and your clients.