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Articles in the Ad Sales Category

Ad Sales, Ad Sales, National, Product Introductions, Sales Best Practices »

[3 Jun 2014 | No Comment | ]

The media sector has been caught up in a cycle of introducing numerous products each year or into each sales cycle to either give sales something new to bring to customers or to take advantage of an opportunity within their market area. A 2003 UCLA study reveals that “25% of a corporation’s revenues come from …

Ad Sales, Forecasts, Television, Local, Traditional Media »

[20 May 2014 | No Comment | ]

As the effect of political advertising starts to take hold in several hot primary states, we are reminded of the roller coaster impact politics has on local television station revenues.
To normalize this up and down challenge of the local television station revenues, how can we evaluate the long term health of local television stations? Some …

Ad Sales, Ad Sales, National, Brand Marketing, Conferences, Leading in Local: The National Impact, Mobile, Online/Interactive »

[6 May 2014 | 2 Comments | ]

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 networks (e.g., NBC, ESPN), they are increasing their spending with local media companies such as …

Ad Sales, Hyper-Local »

[21 Apr 2014 | No Comment | ]

Local B2B news sites always make sense to us. But they have largely been an exercise in frustration, with a lot of money being thrown at them to build local journalism and sales teams. Back in the late 1990s, sites such as Localbusiness.com ran through millions of dollars in an effort to quickly launch and …

Ad Sales »

[18 Feb 2014 | No Comment | ]

Localizing ad campaigns via geo targeting and local sales is increasingly important. At BIA/Kelsey, of course, the importance of localization for digital ad sales is an article of faith.
Local Sales are not, however, part of the “A” list of impactful issues for media executives. In a poll of media executives attending Operative‘s Op/Ed 2014 event …

Ad Sales, Ad Sales, National, Conferences, Leading in Local: Interactive Local Media, Sales Best Practices, Social »

[12 Dec 2013 | No Comment | ]

“Identifying, sharing and building relationships have become the key tools of modern social selling,” was the key message delivered by Koka Sexton, Sr. Social Marketing Manager from LinkedIn. As more buyers and sellers are connecting and researching prospects and companies, LinkedIn has become a vital hub.
The keys to any sales person being effective using LinkedIn …

Ad Sales, Financial Results »

[5 Nov 2013 | No Comment | ]

We’re watching ReachLocal  closely, and note some changes at the company. Reach has been pushing the envelope as it transitions from a company that is largely dependent on reselling search and display to one that has a deeper relationship with SMBs via a wide range of platform services – and a direct relationship with consumers …

Ad Sales, Funding, Mobile, Social »

[4 Nov 2013 | No Comment | ]

In light of Twitter’s upcoming IPO, slated for Thursday, BIA/Kelsey has developed its own projections of the social network’s future financial performance to arrive at what we believe is a reasonable stock price and achievable fair market valuation. We’ve also analyzed the micro-blogging service’s traffic and revenue trends and highlighted key strategic growth levers for it …

Ad Sales, Advertising Networks, Hyper-Local »

[18 Jun 2013 | One Comment | ]

With the exception of efforts like AOL’s Patch and New England’s GoLocal24, “Hyperlocal” has really moved away from its initial focus on neighborhood journalism to more of a focus on geo-targeted advertising and commerce.
Redefined this way, there’s a lot going on in hyperlocal. Today, Stamford,CT-based Local Yokel Media, a hyperlocal ad …

Ad Sales, Ad Sales, National, Online/Interactive, Video »

[22 May 2013 | No Comment | ]

This is “Internet Week” in New York City as MediaPost hosts a series of conferences on the heels of the the second annual Digital Content Newsfronts. This is the Internet industry’s answer to broadcast and cable television’s “Upfronts” where the major networks hype the new shows and build advertiser and agency interest in committing to making …

Ad Sales, Online/Interactive, Sales Best Practices, Yellow Pages »

[1 May 2013 | No Comment | ]

Companies that are successfully transforming their sales teams to serve a fast changing local and SMB marketplace tend to follow a common set of best practices. These include a focus on customer-driven key performance indicators, a heavy reliance on data to drive all aspects of sales, and sophisticated segmentation to maximize sales effectiveness and manage …

Ad Sales, Ad Sales, National, Cable, Hyper-Local, Online/Interactive »

[22 Feb 2013 | No Comment | ]

In BIA/Kelsey’s Feb 21st webinar, National Marketers Refining Localization Strategies – A ‘Leading in Local’ Conversation, (available on-demand), the discussion focused on how national brands are increasing their efforts in marketing their products on a local level. Balihoo’s Marketing Director, Susan Tormollen, along with Jed Williams, BIA/Kelsey Senior Analyst, analyzed key findings from a new …

Ad Sales, Ad Sales, National, Advertising Networks, Brand Marketing, Contextual Advertising, Hyper-Local, ILM West, Location Targeting, Mobile, Online/Interactive »

[8 Dec 2012 | No Comment | ]

Verve Mobile’s CEO Tom MacIsaac is bullish on local publishers’ ability to drive this revenue growth by selling local audiences not just to local advertisers but also to national brands seeking access to local audiences in a trusted context, through partners like Verve.
The secret sauce is Verve’s ability to deliver quality location-based audiences into a …

Ad Sales, Call Monetization, Mobile, Online/Interactive, SMB Digital Marketing, Verticals, Yellow Pages »

[20 Sep 2012 | 2 Comments | ]

Pay for Performance is the Holy Grail in SMB advertising. SMBs only want to pay for leads that their advertising programs deliver. But moving SMBs from inclusion to performance has never been easy. Recent progress in lead quality assessment has been critical in moving performance media closer to the mainstream, as has the movement toward …

Ad Sales, Online/Interactive, Yellow Pages »

[14 Jul 2012 | 3 Comments | ]

The website development firm vSplash is playing in a fertile field with its Buzzboard product, a tool that enables local media salespeople to use the quality of small business digital presence as a starting point for a sales conversation.
The folks at vSplash recently gave us a demo of the tool, which is loaded onto a …

Ad Sales, Conferences, Coupons/Deals, Devices, Shopping, online »

[15 Jun 2012 | No Comment | ]

Amazon doesn’t usually speak at industry gatherings. But that was before it needed to reach out to the advertising community to sell display ads on its sites, ads on Kindle, national and local offers on Kindle, and extend its promotional reach on third party sites. Hence a luncheon keynote today from Seth Dallaire, VP of …

Ad Sales, Forecasts, Hyper-Local, Online/Interactive, Radio, Television, Local »

[15 Mar 2012 | 2 Comments | ]

In the past 12 months, local radio and television stations have made significant strides to bolster their online activities, and it is generating noticeable revenues.
As will be detailed in BIA/Kelsey’s upcoming Investing In Television® and Investing In Radio® publications, in 2011 local television stations saw a 19.0 percent increase in their online revenues to …

Ad Sales, lead generation, Sales Best Practices, SMBs, Traditional Media »

[3 Feb 2012 | One Comment | ]

We have been meeting with a number of media salespeople, tracking articles about the transformation of the sales process, developing a number of theories specific to transforming the media sales process plus what is needed to support the transformation. We will be exploring a number of these theories and observations supported by sales rep interviews …

Ad Sales, Mobile, News, online, Newspapers, Online/Interactive »

[3 Jan 2012 | No Comment | ]

For newspaper publishers and newspaper readers, iPad apps tend to be nice to have but not especially important. Given the choice of rich newspaper apps like The New York Times and The Wall Street Journal, I actually opt for the browser versions over the apps: I can see a lot more at once, they’re updated …

Ad Sales, Coupons/Deals, Television, Local »

[13 Oct 2011 | No Comment | ]

We’ve long known that coupons provide real traction for SMB advertising. Nothing beats a customer walking through the door with a coupon in hand. But a lot of SMB website publishers haven’t really focused on them.
DataSphere, on the other hand, has had a coupons product for some time. But it only recently has really …