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Attend an upcoming BIA webinar or view our library of on-demand webinars covering topics from advanced TV, programmatic, voice search, industry forecasts, media usage trends, sales transformation, local media investments, FCC auctions, call monetization, national networks and more.
2021 Local Digital Event Series
BIA estimates total local advertising spending this year will reach $137.5 billion with an estimated $61.5 billion spend in digital media. The growth and opportunities in digital will be the focus of the 2021 Local Digital Event Series co-produced monthly by BIA and SalesFuel.
Join us on the fourth Tuesday of the month that will explore important issues around vertical ad spending:
- What the vertical ad spend pie looks like in 2021,
- Continuing effect of COVID on ad spend decisions,
- Digital platforms that are growing the fastest,
- Best strategies for local sellers to win revenue.
More Eyes on OTT and Its Expansion
BIA continues its exploration of the burgeoning trends, opportunities, and impediments in the advanced TV realm through our continuing Over-The-Top (OTT) series.
On Wed., July 28 we held our sixth OTT webinar: More Eyes on OTT and Its Expansion. We focused on key OTT issues including addressability, reach extension, frequency capping, de-duplication, and campaign attribution.
In particular, we examined how linear TV and connected TV platforms are empowering buyers with actionable insights and capabilities along with attributable outcomes. Plus, why TV is becoming a much more powerful competitor to digital.
Online Gambling and the Promise of Incremental Ad Revenue
The ability to drive revenue around Online Gambling in local markets may deliver a much-appreciated windfall of local advertising revenue to media sellers this year.
BIA and Nielsen examined the opportunity during the webinar, Online Gambling and the Promise of Incremental Ad Revenue. The discussion revealed growth estimates for the next two years, DMAs generating the most Online Gambling ad dollars, importance of TV advertising for Online Gambling services, and the genres & programs garnering the largest share of Online Gambling ad dollars.
View this webinar to hear the latest insights & intelligence to drive your share of this fast-growing advertising category.
All Eyes on OTT - Breakout Media Category in 2021
|Aired: Apr 1, 2021|
Media companies and advertisers with deep interest in streaming services, apps and platforms are closely watching Over-the-Top (OTT) TV this year. BIA is monitoring OTT, too, and forecasting that $1.2 billion will be spent this year targeting local OTT TV audiences, up 18.7 percent from just a year ago.
Get an update on OTT by viewing BIA’s webinar, All Eyes on OTT – Breakout Media Category in 2021.
2021 Local Digital Event Series: Road Trips
|Aired Tues, March 23, 21|
According to a recent travel industry study, millennials and higher income travelers are the groups ready to return to traveling and lead the travel recovery in 2021. AARP also said that more than 50% of boomers plan on traveling in 2021.
By viewing this webinar, you’ll learn about:
- The sub-verticals that will spend ad dollars to lure visitors, so you can focus on what’s most important
- Current market trends and second-half 2021 projections, so you can set benchmarks for your local team(s)
- Tactical recommendations that your media sellers and digital marketers can use
- Digital selling strategies so you can power up your local sales teams.
State of Esports and Gaming in 2021
Aired: Thur, Feb. 4, 2021
This webinar focused on why esports continues to be a bust-out category in sports programming, and how local franchises are developing ad models to generate revenue.
This informative webinar brought together industry executives from MAGNAGlobal, Rival, Samsung Ads, Simulmedia, and YouGov.
New Year, New Revenue: Top 10 Verticals for Ad Spend and Growth in 2021
Aired: Tue, Jan 26, 2021
In the webinar, New Year, New Revenue, BIA and SalesFuel outlined local digital insights for 10 verticals you can use immediately for sales planning.
The webinar covered the overall ad spend pie for 2021 and analyzed local digital opportunities for the Auto, Home Services, Healthcare, Financial/Insurance and Restaurant verticals.
OTT Ecosystem Players Discuss Market Directions
Aired: Tue, Oct 27, 2020
Over-the-Top (OTT) promises the power of the TV set for advertising amplified by the targeting, optimization and attribution from digital advertising. It is a fast growing part of the media mix. Successful execution requires compelling content, first and third party data, metrics and measurement, inventory pricing and workflow management.
In this webinar, BIA will highlights its new OTT forecast, which includes political spending, and offer insights into growth areas and opportunities. Our expert panelists will assessed the current state of the OTT marketplace and discussed priorities to drive future success.
Selling Auto: Q4 and 2021 Local Advertising Opportunities
Date: Wed. Sept. 23, 2020
Get comprehensive analysis of local revenue opportunities for automotive advertising. Focusing on the remainder of 2020 and the start of next year, this webinar provides an ad forecast and actionable perspectives related to how auto advertisers are spending across media.
Accelerating 4th Quarter Revenue: Planning for 2021
Air Date: Tues. August 18, 2020
This webinar focuses on the best ways to accelerate ad revenue in the latter part of this year and how to best prepare for next year. The discuss covers these areas:
- Current status of the economy, advertising and ad revenue potential
- Business verticals with best opportunities and the media getting ad dollars
- Actionable steps to take across your business and/or broadcast groups to help your local sellers drive revenue
U.S. Local Radio: State of the Industry Now and 2021
Air Date: Tues. July 14, 2020
As local economies move into their phased re-openings, consumers are increasing their rate of spending intentions for businesses in different verticals. BIA examined what this means for local Radio during this webinar.
Watch this webinar for an assessment local Radio ad revenue, to hear about how audio trends are creating new opportunities and to get sales training tactics for approaching different business verticals.
Addressable TV in Local and Network Markets
Air Date: Wed. July 29, 2020
The discussion analyzed current broadcast and cable TV network and local MVPD forays into the addressable TV national realm. In this context, “addressability” is defined as, “delivering the right ad to the right target to maximize receptivity while a consumer is viewing his/her favorite program, which in theory, should lead to greater ROI.
Speakers included Tom Ziangas, SVP Media and Research Insights, Chris Pizzurro, VP Global Sales, Canoe Ventures and Larry Allen, VP Addressable and Enablement at Comcast and Comscore’s Prasad Joglekar, SPV/GM TV Cross-Platform Products. The group spoke both to the desirable ROI of addressability but also the challenges of using panel and device population estimates to track ad inventory served to addressable households versus the unaddressed inventory. Ultimately, progress to date has been impressive but the industry still has much left to accomplish.
Selling Digital Marketing Services to Local Businesses
Hosted: Wed June 24, 2020
Company decision makers want to be approached by informed salespeople that understand their line of business and relevant ideas to help them increase revenue. This webinar examined how to prepare to sell local digital marketing by examining 5 key factors like company types, ad preferences, demographics, verticals and selling strategies.
Broadcast executives Stephanie Slagle from Graham Media Group and Mike Hartel from Alpha Media both shared digital success stories.
- On-Demand Webinar (video)
- Slide Deck (PDF)
- Complimentary Reports: Importance of Selling into Digital’s Addressable Market and Selling Digital Marketing Services to Local Businesses
- Stephanie Slagle, Senior Director, Brand & Agency Sales Strategy, Graham Media Group
- Mike Hartel, Chief Revenue Officer, Alpha Media
- Lisa Rigsby, Sales Strategist, SalesFuel
- Rick Ducey, Managing Director, BIA Advisory Services
Esports in the Age of COVID
This webinar covered business, measurement, current status and expectations about esports. One big takeaway is that from a local perspective, esports is a promising new platform to drive incremental advertising revenue.
BIA appreciates the tremendous knowledge shared by our speakers, including:
- Beasley Esports: Lori Burgess, COO
- MRI-Simmons Ben Paro, esports specialist
- Comscore: Chris Blakely, SVP Digital Media and Paul Wright, Sr. Director Digital Media
- Simulmedia: Zach Oscar, associate marketing manager, and MediaPost esports columnist
For your continued engagement on this topic, here are quick links to the webinar materials:
- On-Demand Webinar: Watch Now
- Slide Decks:
- BIA and Beasley-Sports Deck: Esports in the Age of COVID-19 and Beasley Sports Case Study
- Comscore: Multi-Platform Gaming Trends in 2020
- MRI-Simmons: Decoding the Esports Fan
- Complementary Report: Esports Evolution: Where We are and Whats Next
Esports is becoming more broadly accepted as a legitimate media platform with high growth spending potential in paid media advertising, as well as sponsorships from leagues, teams, venues and distributors. BIA is here to help you assess the opportunity. Contact us at email@example.com if you’d like to set up a time to talk strategies.
Navigating the Local Advertising Marketplace During the Pandemic (April 7, 2020)
The Covid-19 pandemic is having a major effect on the local advertising landscape. During this webinar, BIA and SalesFuel offered media sellers guidance and advice on the effect of the crisis on local ad sales and how different verticals like Legal, Financial Services and Home Improvement are offering opportunities.
Business authority Jeffrey Hayzlett contributed his experiences on how to maintain business continuity during market disruptions.
eSports Evolution – Where We Are and What’s Next
Immersive cross-platform screen experiences, interactivity, and real-world passion of major league sports fans has spawned the exploding esports marketplace. Even as major league sports events sometimes face challenges with TV ratings, esports audiences are rising to equal and even exceeding traditional linear TV audiences.
What’s the opportunity for local media companies to drive new forms of revenue in this marketplace?
Goldman Sachs estimates that while local revenue (e.g., ticketing, concessions, merchandise, regional media rights) generates 54% of revenue for traditional sports, the local component of esports is “under-monetized relative to its audience potential.”
BIA dives into the world of esports with leading experts from Activision Blizzard, Esport Advertising Bureau, ESL -Turtle Entertainment and MRI Simmons. Watch the webinar on-demand to get an inside seat to see what is driving this market and the implications for local activation.
To determine the best strategies and tactics for local sales, marketing and product development, BIA engaged with expert speakers to examine the $150+ billion locally targeted advertising marketplace in our Local Impact webinar series.
Watch the webinars on-demand:
OTT/CTV, attribution, and digital sales each present opportunities for traditional media and pure plays as they vie for local media budgets.
During BIA’s quarterly Advanced TV Update Webinar, held Tues., Dec, 11, an expert panel discussed the impact of advanced TV sales on the buying and selling of commercial TV inventory and how to maximize ROI for both the media seller and ad agencies/marketers.
- Brian Hunt, Head of OTT/CTV Advertising Sales, Sinclair
- Jo Kinsella, Chief Revenue Officer & EVP, TVSquared
- Steve Lanzano, President & CEO, TVB
- Jon Sumber, VP, Digital Sales, Hearst
- Jim Wilson, President, Premion, TEGNA