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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Social Media is the Backbone of Small Businesses’ Digital Presence
Social media for the second year has topped as the most popular digital channel used by small businesses. 78% of small businesses say they use at least one social media channel according to BIA/Kelsey’s Local Commerce Monitor™, Wave 20 (Q3/2016). SMBs’ use of social media is strongly driven by Facebook. At a utilization level of 58.9% among SMBs…
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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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Measuring and Monetizing Local TV’s Broadcast and Social Audiences: Paths to Revenue Growth
TV broadcasters’ paths to growth are gated by the ability to develop trusted and accurate measurement systems that clearly establish the size and attributes of the audiences delivered across linear and digital platforms. Based on BIA/Kelsey’s data partnerships with comScore and Share Rocket and using our own BIA ADVantage market intelligence data platform, we have…
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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…