National brands want to both look good at the local level and drive engagement. Balancing brand policies with local autonomy is boosted with automated platforms. The "Local as a Service" (LaaS) space is dynamic and innovative, comprising a landscape of companies…
Some businesses have customer loyalty programs and others don't. According to BIA's research, about 60 percent of small and medium businesses (SMBs) either have or plan to have a customer loyalty program. Here's the question: do customer loyalty programs actually…
MediaMax Network (MMN) and BIA/Kelsey collaborated to develop an eBook entitled. The Win of Going Local, which looks at how national brands can use localized media campaigns to drive higher growth. In the 15 page ebook, read about how "Brand marketers are…
Bing tests local search chatbots, Starbucks tests mobile order-only stores and Amazon Alexa tests location tracking. These were the topics discussed on this week's BIA/Kelsey LIVE. Produced by Mitch Ratcliffe and featuring a rotating cast of guests, we'll be live every…
"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…
This is the latest in BIA/Kelsey's Analyst Workshop series. It delivers analyst insights through video renditions of recent presentations. Embedded video clips contains slides with analyst voiceover. _______ Local ad revenues will hit $146.3 billion this year, growing to $172.2 billion by 2020.…
Unless you're hiding under a Pokéball, you've heard how Pokémon Go is taking over the world. The Niantic Labs creation is already the most downloaded iOS game in history and surpassed Twitter for active usage. But the most interesting part for…
The Brand-to-local playbook is constantly changing in a multi-screen and millennial-impacted world. This was one of the underlying themes at the recent BIA/Kelsey BRANDS. One of those screens continues to be television. In fact, it's not just one screen: TV itself…
The Brand-to-local playbook is constantly changing in a multi-screen and millennial-impacted world. This was one of the underlying themes at the recent BIA/Kelsey BRANDS. But what about the "monday morning" action items to begin to implement right away? Consumer data collection,…
The Brand-to-local playbook is constantly changing in a multi-screen and millennial-impacted world. This was one of the underlying themes at the recent BIA/Kelsey BRANDS. But making this perennial challenge more complex is the need to establish or track down brand advertising…
The Brand-to-local playbook is constantly changing in a multi-screen and millennial-impacted world. This was one of the takeaways from a morning panel at the recent BIA/Kelsey BRANDS. To crack this code -- borrowing from the session's title -- some brands opt for…
The first part of the day at BIA/Kelsey Seattle|NOW focused on the technical and creative opportunities emerging from deep customer and logistical insights which are now available to virtually any business that dares to change. The challenge is change, our…
The Local Media Association just released a new study that summarizes some of the current thinking and analytics around co-op. "Co-Op: Are You Leaving Money on the Table?" reports that, "digital co-op is now offered by 69 percent of manufacturers .…
Ad attribution is one of the most challenging analytic problems in marketing today. Who saw which ads, and what purchases resulted? It's a sticky challenge, especially in an increasingly multi-screen world. As a result, many advertisers use simplified models for…
“The industry is changing right around us,” Peter Kravilovsky. We’ll be unveiling several new mergers and acquisitions in local media during the week.
At the intersection of national and local marketing, we face an accelerated speed of change, lack of experience talent in interactive, structural changes in the market that challenge traditional marketing practices. The move from push to pull communication is changing who is in control of the messaging. Gregg Stewart, CEO of 3rd Act Marketing began by framing the week’s discussion. The agency, formerly the commander of local marketing, is now just another partner at the table.
The pace of change has disrupted media planning, Stewart said. We need to be “agile,” even if that is an over-used term these days. Now planning must take place in mini-bursts throughout the year rather than all at once at the beginning of the year. We need to do more testing of channels and techniques, throwing out what doesn’t work fast.
Stewart says the talent vacuum is our biggest challenge as an industry. Organizations must understand opportunities to bring talent together for specific projects: Buy experience with a group of star digital talent, but the salaries often are often outsized compared to actual experience. It takes about 18 months to get a return from these investments in human resources, and that’s the current average length of tenure in the industry. Do more training and develop people from scratch, but there the agency has to defend the talent from poachers. Continuous development of talent is essential.
A hybrid model for human resources also can be an asset, as your people spread through the industry. Identify networks of relationships and build on those relationships. This points to the question of whether we are organized correctly as an industry. (We’ll be covering this question at BIA/Kelsey NOW in June). Early efforts to blend digital and traditional made the different media types enemies. Now we need to integrate and train across traditional and digital, especially as we go to mobile.
In the incredibly competitive local advertising marketplaces throughout the U.S., national advertisers are playing a bigger role. National advertisers are increasing their spending in these local markets to target consumers in specific geographic areas. While they still spend on nationwide…
I attended an intriguing breakout session -- "Spreading the Word: Advanced Strategies for Content Distribution" -- at the ad:tech conference today in San Francisco's glistening Moscone Center. The session featured a presentation by Alex from Digitas, who walked the audience through…
Consumers today want to feel like they are recognized and known personally by the stores they shop at and by the brands they buy. For national brands, targeting consumers and reaching that personal level can be a challenge. Many brands,…
BIA/Kelsey, forecasting $52.9 Billion in national local spending by 2017, has unveiled its new Leading in Local: The National Impact conference, which will take place in Atlanta May 7-9. The 2.5 Day event is expected to be the largest gathering…
BIA/Kelsey, forecasting $52.9 Billion in national local spending by 2017, has unveiled its new Leading in Local: The National Impact conference, which will take place in Atlanta May 7-9. The 2.5 Day event is expected to be the largest gathering…