Month: August 2017
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Advertisers That Use Directories Spend More on Advertising Than Those Who Don’t
Advertisers in BIA/Kelsey’s Local Commerce Monitor™ annual survey of small and medium businesses that use directories (including Internet and Print Yellow Pages) spent more on advertising overall than those advertisers who don’t use directories. The average annual ad spend for Core* directory advertisers was $6,135, with nearly 16% of their ad budgets going to directories. Compare this to those…
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Mobile Geotargeted Zone Campaigns Increase Foot Traffic Conversion
Simpli.fi’s CEO Frost Prioleau recently shared with us some of his views, and a new product entry, into understanding how geotargeted ad spend drives offline conversion. Simpli.fi’s new product Geo-Conversion Lift takes on the problem of showing how geotargeted mobile ad campaigns drive additional foot traffic that can be attributed to a campaign. Not any…
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Vantage Points: Local Search Talent Insider
In this latest in BIA/Kelsey Vantage Points article, Hawthorne Search answers talent-related questions pertaining to digital and local search. For more than 15 years Robert Hawthorne and his team have been helping industry companies find key hires for all functional areas. In addition, Robert has spoken at many BIA/Kelsey events on changes and influences in this area. The Vantage…
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Co-Op Advertising Users Love Video
Yesterday I wrote about how small businesses that use co-op advertising funds are heavy users of traditional media, particularly community sponsorships and direct mail. When we look at what digital advertising channels co-op users are adopting – video is key. According to results from our Local Commerce Monitor™ survey of small businesses (Q3/2016), 53.8% of co-op advertising users had at least…
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Co-Op Advertising Users are Traditionalists
According to BIA/Kelsey’s Local Commerce Monitor™ survey of small and medium businesses (SMBs), 14.8% of the 1,000 SMBs in the survey report using co-op advertising funds. Of these, 21.1% are franchisees or licensees of larger national companies — most owning between one and five locations. It will come as no surprise that small businesses that use co-op advertising…