LAAS-National-Brands-Local-Activation-COVER

The rise of local marketing automation, aka, “through channel marketing automation,” has reshaped the ecosystem for brands, agencies, local affiliates, and both digital and traditional media. 

BIA uses the label “Local as a Service” (LaaS) to designate companies that exist to connect national brands to local consumers leveraging technology, platforms, data, and automation. Our research examines how MarTech is disrupting brand to local channels and activation and how brand marketing is evolving in local markets.

This first-of-its-kind report, Local as a Service: National Brands, Local Activation, 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, Netsertive, Sproutloud and Surefire Local.

A snippet of data and thought leadership in the report include:

  • By 2022, national brands will spend $74.8 billion in paid media to reach local audiences through a variety of channels including direct buying and funding through co-op and market development fund programs.
  • “It is our opinion that brands are still struggling to evolve their marketing strategies. Brands have over-invested heavily in partnerships that are not as successful now but are unable to undergo the fundamental shift in thinking required to spark change, which can mean altering the advertising dollars, strategy, and investments already made.”

Download the full report below.

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