Local businesses continue to see the benefits of working with an ad agency for their local advertising needs, with most being very satisfied with their chosen agency. The key determinant for a business to work with an agency is not cost, but rather, their expertise in providing better quality and consistency in campaigns as well as targeting. There is a lot of opportunity in local for agencies to work with businesses, according to our SAM ™ 17.2% of businesses in BIA’s Survey of Advertising and Marketing close to 20% of local businesses say they currently use a local advertising agency and 37% were considering using one in the future. The businesses in the survey were most likely to purchase social media, search engine marketing (SEM), and email marketing from an agency.
For more tips and other digital ad products that traditional media players should sell to local advertisers, check out our newly released Selling to Small and Large Businesses report.
The SAM™ survey data as well as our local forecast data is available through BIA’s local advertising dashboard, BIA ADVantage and is offered in a searchable, downloadable format. Insights and analytical reports from the survey are also provided. Additional information about BIA’s SAM study can be found here.