With tomorrow's dawning, California will rumble as the epicenter of yet another seismic event. This time it'll be shifting tectonic plates in the data and marketing world that'll spin the dial on the Richter Scale. The California Consumer Protection Act…
Brand marketers are keen to get grounded insights into how their investments in building brand equity pay off in incremental sales. To address this need, Kantar built a brand guidance system based on search and social signals as outcome indicators…
At NAB Headquarters in DC today, BIA is welcoming traditional and digital media executives to discuss the robust DC/VA/MD ad market at our first regional event of this year, LOCAL IMPACT DC. We are also officially announcing our name change.…
What do you get when you mix Coca-Cola with Google? That's what Greg Chambers, Coca-Cola's global group director of digital innovation wondered. Chambers is keynoting BIA/Kelsey's LOCAL IMPACT Atlanta conference on October 12th. He will share insights of the journey…
BIA/Kelsey’s Local Commerce Monitor™ survey of small businesses (Q3/2016) asks small businesses in key industries such as financial services (banks, accountants, tax services and financial-based franchises) about their advertising strategies. As with other industries, digital media plays a large role in financial…
Yext, the "knowledge engine" of business listings, has filed to offer stock to the public after 11 years of challenging growth. Between 2015 and 2016, Yext saw net revenues rise 49.5 percent to $89.7 million while net losses increased by…
BIA/Kelsey has released A Data-Driven Approach to Marketing Information Acquisition, a sponsored research report exploring the how analysts can use an initial wide-ranging investigational step to discover target customers followed by refinement of selection criteria. It examines how to narrow…
Accenture released a report that declared loyalty points are dead for consumers and there are new factors at play influencing consumers' choices for loyalty. The Accenture Strategy report, ‘Seeing Beyond the Loyalty Illusion: It’s Time You Invest More Wisely’, captures…
Google Home, Amazon Echo, Siri, Cortana and a slew of other voice assistance services have come to market in recent years. As many as seven million home speaker units equipped with voice services were in U.S. homes at the end…
The Interactive Advertising Bureau, with Research Now, released a study last Friday that explores marketing lift from combinations of traditional and digital channels. The controlled study examined brand recognition and recall in two markets, for a new automobile among men…
AirBnB, the home and apartment on-demand rental service, said yesterday it will lead a $13 million investment in Resy, a New York-based restaurant reservation service founded by entrpreneurs Gary Vaynerchuk, Ben Leventhal and Michael Montero. All have deep online marketing…
HighQ a provider of cloud services just released an infographic calling 2017 the year of video marketing. Where is the bulk of video marketing happening in 2017? Social media and mobile are big players (Facebook, Snapchat, Twitter) and according to the…
Pick your target. Know what you are up against. Maximize your local budget. All simple rules of thumb that marketers use when deciding where and how much to advertise. But within each local media market, there can be significant variability…
"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…
Joey Glowaki, VP of Sales and Business Development at Manta, developer of marketing automation tools, joined me for a conversation about "audience extension" strategies. Audience extension is a data-driven targeting technique that enables a publisher to extend the reach and…
BIA/Kelsey today released a new report, "PPC: The Evolution of a Keystone Customer Acquisition Tool," which explores how pay-per-click advertising inventory has been transformed by the introduction of machine-learning assisted inventory management tools that minimize cost while improving conversion rates…
The “new normal” in local competition blends intimate customer experience with supply-chain and logistical insights. Customers now expect to get a product or service tuned to their specific needs in near real-time, or “on-demand.” When we talk about the local, on-demand economy, we’re talking about marketplaces in which product marketing is blended with data to create surprising experiences, such as an Uber car that materializes in minutes at the curb or a great meal delivered to the home, among just a few emerging services.
We’re pleased to announce the panel, Localizing Global Logistics, at BIA/Kelsey NOW | Seattle, on Feb. 18th. It features Brooke Steger, General Manager of Uber in the Pacific Northwest, David Galvan, VP of Business Development and Strategic Alliances for MasterCard, and Adam Burrows, SVP of Business and Corporate Development at HomeAdvisor.
"Without the right data, decisions can often be guesses," BIA/Kelsey's executive-in-residence Maribeth Papuga observes in her new report, "Data-Driven Audience Planning and the Local Market Advantage." Papuga finds that while (media-oriented) advertisers used to emphasize media environment (e.g., ad placement in a particular…
BIA/Kelsey CEO Tom Buono spoke today at BIA/Kelsey NEXT about the ideas driving local commerce and his company's research strategy. "We announced the first map of the local commerce universe at our SMB show and have been working to populate…
One movement led by Facebook in the smartphone era is the rise of specialized "unbundled" standalone apps. In the highly siloed app environment, “do one thing and do it well,” the thinking goes. I’m not fully convinced of this philosophy,…
