The confluence of emerging capabilities across technology, location data, analytics and identity management brings marketers new tools to address the simple equation of determining what consumer impact their marketing spend has. A common attribution metric the differential foot traffic a…
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…
In this edition of BIA/Kelsey's Vantage Points, we introduce one of our new industry executive advisers and welcome him to our team. Tony Marinaro has 30 years experience in market research and consumer insights and is the former head of research for LIN…
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…
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…
At next month's BIA/Kelsey LOCAL IMPACT: New York event we'll be featuring a "share of wallet" session led by BIA/Kelsey's Mark Fratrik joined by TVB's Steve Sturm and comScore's Steve Walsh to dissect our recently released ad forecast. We'll highlight the $13.7 billion…
BIA/Kelsey's announced at Vidweek's Programmatic Summit and in its new insight report, The Rise of Advanced TV Platforms, that its updated (June 2017) local video forecast calls for linear and digital video platforms to grow by $5.4 billion from $31.9 billion in 2017…
In a joint project BIA/Kelsey just completed with MediaMax resulting in the ebook, The Win of Going Local and a forthcoming webinar on the same topic, we took a hard look at BIA/Kelsey's forecast for ad spend targeting local audiences through 2021.…
The ideal for marketers is to not just better understand their customer segments in terms of attributes, behaviors, and contextual data. That is half the problem, getting a deep understanding of who interacts (or should) with your brand and why.…
Publishers in pursuit of digital revenue growth work on two basic revenue models, selling access to audiences and selling access to content. Fortune's reading of IAB's recent estimate that digital ad revenue grew by over 20% last year to $72.5 billion…
The social media advertising industry targeting local audiences in the U.S. will more than double to $31.5 billion by 2021, up from $14.9 billion in 2016. As social platforms like Facebook have made direct monetization of their platforms a reality,…
A generational change in television advertising is underway. The industry is, first at the national level but certainly moving into local television, moving beyond buying and selling based on gender/age demographics and into advanced audience targeting. USIM's Mitch Oscar, a…
(Update April 10, 2017 - Join us for our quarterly update on programmatic Thursday, April 13 at 2 pm eastern. Details & Registration here: Local TV Marketing and Programmatic, Advanced TV and Contextual Audience Networks.) Programmatic TV is about data first,…
At BIA/Kelsey's NEXT conference last month in Boston, one of the more popular sessions featured Nish Parek from IBM Watson and Jodie Sassse from Equals 3 showing how artificial intelligence and cognitive computing can be applied to tough marketing problems.…
The market for "big data" and related business analytics services is set to grow beyond $200 billion by 2020, according at least one estimate. With so much invested in data, marketers expect and want the best ROI. It turns out that…
"Industry consolidation has mitigated local market analysis and study," BIA/Kelsey's executive-in-residence Maribeth Papuga argued in yesterday's webinar "New Localism: Why Local Markets Are Best Positioned for Growth." Papuga, a 25-year media, marketing and advertising veteran, was most recently EVP of local…
John Clark, executive director of NAB's PILOT initiative and BIA/Kelsey's Rick Ducey recently shared views in a video podcast about the kinds of innovative business models and technology solutions broadcasters are pursuing to tap into the growth of digital advertising.…
Just 40.3% of small businesses use websites for advertising or promotion purposes, according to BIA/Kelsey's Local Commerce Monitor™ (Wave 20) survey of businesses with less than 100 employees conducted in Q3 2016. Where are the other 60%? Websites rank among the top…
BIA/Kelsey will be speaking at NAB Show New York Nov 9-10 on two panels to share data and insights on trends and revenue strategies for programmatic local TV and next generation TV, aka ATSC 3.0. Let me know if you're planning…
CMOs need to advocate and foster entrepreneurship inside their companies (i.e., "intrapreneurship") to win in the marketplace. The marketing function in many companies can feed the innovation engine by connecting product, sales and customer conversations together into fresh marketplace-based insights that…
