BIA's Local Commerce Monitor reveals that 45.1 percent of SMBs use mobile apps. These SMBs rate this marketing channel highly in terms of ROI for their ad spend. Overall, about half (49 percent) rate their investments in mobile apps as returning as…
Core franchisees* spent an average of $2,009 on advertising and promotion in 2017, while Plus Spender franchisees* spent an average of $86,275, according to Wave 21 of our Local Commerce Monitor™ survey of small businesses (Q3/2016). Over 3/4 of franchisees (77%) plan…
Small businesses use technology and tools along with their advertising and marketing to run their businesses. Depending on the type of small business there are differences in what they use and adopt. We delve into the differences and similarities of…
Co-op advertising dollars go unused each year because small businesses are not always aware of the programs available or are unable to navigate the co-op advertising process. It's no surprise that the majority-93% look to a third party like an agency…
Our Local Advertising Forecast projection for 2018 shows the largest annual ad increase in the past five years. While local advertising marketplace revenue has been growing steadily, total local advertising revenue in the U.S. will reach $151.2 billion in 2018,…
Mobile usage by consumers has a direct impact on small businesses' decisions to use mobile advertising channels -- specifically location based advertising. With nearly 90% of US consumers having a phone, small businesses are increasing their use of mobile advertising over other media…
Digital advertising is the growth engine in the advertising economy overall, but within that story mobile advertising is driving the headlines. BIA/Kelsey forecasts that geotargeted mobile advertising will nearly triple from $12.4 billion in 2016 to $33.3 billion in 2021.…
Greg Chambers, global group director of digital innovation for Coca-Cola, told BIA/Kelsey Local Impact conference attendees that, "Signage is in the DNA of Coke." Digital signage is used to localize and contextualize brand messaging and engagement. Digital signage is a…
Over-the-Top TV (OTT) is attracting new entrants and keeping some on the sidelines while they assess their best strategy. It's "game on" for local TV broadcasters to put their premium video in front of multi-screen consumers in marketable formats. As…
Reveal Mobile's founder/CEO Brian Handly will keynote BIA/Kelsey's LOCAL IMPACT Atlanta on October 12th to share insights and data about how mobile location data holds great promise for advertising performance. Handly will provide his perspective on the location data industry…
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…
For small businesses managing their local digital content including vital listings data like NAP (name, address and phone) can make or break their businesses. It's one of the most important search ranking factors on Google. Most businesses are challenged with variations…
At our BIA/Kelsey LOCAL IMPACT: New York last week at IAB's Ad Lab, we convened a discussion group with participants across various media channels and organizations on the topic of digital buying and selling. Our goal was framing four key pillars that impact local…
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…
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.…
Traditional media platforms will account for nearly 70% of the $18.5 billion local advertising spent in California's 12 television markets this year. By 2021, however, that percentage will have decreased to just slightly over 59%, as online/digital and mobile revenue grows. Local…
Smartphones are used by just about everyone, and they're being used to make offline buying decisions. In fact, more than 50% of all retail purchases are influenced by mobile, according to the National Retail Federation, and that's not just paid advertising. Retailers, however, are…
Local advertising in California will reach $18.5 billion in 2017 across 12 geographic markets (including Los Angeles, San Francisco and Sacramento), according to BIA/Kelsey’s local market advertising forecast. Businesses in retail, automotive and general services (which includes a range of…
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,…