Category: Video, online
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Local Video Ad Dollars Future is Growing
Amazon Prime Day is a key summer spending event for consumers and for Amazon it is a quick way to drive Prime memberships and subscribers to their video service and Fire TV. While Amazon does generate a lot of attention (estimated 121.2 million US Prime subscribers in 2019) and ad revenue, the majority of video…
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Digital Opportunities for TV/Cable Ad Sellers Abound
BIA’s 2019 local advertising forecast shows over-the-air (OTA) television advertising as the fourth largest of all media in advertising dollars at over $17 billion in local in 2019. Cable TV is forecast at $5.8 billion in 2019. While digital/online television advertising accounts for a much smaller portion of local advertising dollars, $1.3 billion, we forecast it to grow…
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Video is a Key Marketing Tool
Video is a key marketing tool driving consumer purchases, particularly among millennials, according to Brightcove’s 2018 Video Marketing Survey. 76% of all consumers surveyed reported they made a purchase after viewing a video. If you look at just millennials (18-34) that number increases to 85%. Consumers found video of value when shopping for personal electronics (56%),…
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SMBs Advertising on Local TV & MVPDs: Building Data-Driven Campaigns from Customer Lists
Small and medium-sized businesses (SMBs) have out-sized marketing power with the range of integrated advertising technology (adtech) and marketing technology (martech) platforms that are affordable for businesses with less than 100 employees. For any business to benefit from data-driven media campaigns, it must first have a good idea of not only its current customer base, but…
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Video Advertisers Have Aggressive Plans to Increase Ad Spend in 2018
BIA Advisory Services reported that video advertising in local will continue to outpace local advertising in growth for the next five years. Mobile local video is growing at 14.4% compound annual growth rate (CAGR) as increased consumer mobile usage is making location targeting easier. Video for small businesses are usually produced on their own or…
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Six out of Ten TV/Cable Advertisers Produced a Video in the Last 12 Months
61.4% of small businesses that advertise on TV or cable had a video produced in the last 12 months, according to data from BIA’s Local Commerce Monitor™ (LCM) survey, which is more than double the average from the full sample (26.3%). Where are they posting these videos they produce? Their top video channels used, according to LCM, were their…
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What Businesses Are Advertising on TV or Cable?
Small business that advertise on TV/cable are unique in some ways from other small businesses. This year especially, they are more optimistic about the future and plan on spending more on advertising in 2018. Other unique qualities include their size. These businesses are larger than the average small business in BIA/Kelsey’s Local Commerce Monitor™ (LCM) survey,…
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Mobile Key for Small Businesses in 2017
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 — including social. While social continues to be a big part of small businesses’ marketing…
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BIA/Kelsey LOCAL IMPACT: Atlanta – Coca-Cola’s Greg Chambers, “We Need to Operate at Local Level, It’s 100 Times More Important.”
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 from idea to results. Chambers told BIA/Kelsey that his initiative’s goal was to bridge the…
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Co-Op Advertising Users Love Video
Yesterday I wrote about how small businesses that use co-op advertising funds are heavy users of traditional media, particularly community sponsorships and direct mail. When we look at what digital advertising channels co-op users are adopting – video is key. According to results from our Local Commerce Monitor™ survey of small businesses (Q3/2016), 53.8% of co-op advertising users had at least…
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1 in 4 Small Businesses Have a Video on Their Website
The rise in mobile viewing of television and video is also impacting how small businesses advertise. Small businesses use video not on one but on multiple channels. Websites are the most popular place for videos. In fact, 1 in 4 small businesses say they have a video on their website. Of those, 30.7% are planning to…
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Local Video Advertising and How Programmatic TV Fits
(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, then workflow automation. Some might argue that the automation side of programmatic is actually fairly…
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SMB Datapoint of the Week: Broadcast SMBs Have Big Ad Budgets
Small businesses use multiple channels for advertising and promotion, both paid and free. In our most recent Wave 20 of the Local Commerce Monitor™ (3Q/2016) small businesses that use broadcast in their mix of advertising have big advertising budgets that have increased from last year. For core small businesses, (less than $25k annual ad spend)…
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SMB Data Point of the Week: SMBs That Use Video Spend More
SMBs that use video* for advertising and promotion (Video SMBs) have more aggressive advertising spending plans than those that don’t use video, according to BIA/Kelsey’s Local Commerce Monitor™ survey of small and medium businesses (SMBs). The average annual ad spend for Core** video SMBs is $3,778, compared with $2,138 for Core SMBs that don’t use video. Among Plus Spenders**,…
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Social and Video Key to SMB’s New Marketing Strategies
Millennial consumers heavy usage of social and video is driving changes in how small businesses approach advertising according to a new study, “Unlocking the Most Powerful Shift in SMB Marketing,” from Magisto. Millennials create video and share on social more than any other media channel and according to Magisto’s study this is changing how small businesses…
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The Top Ten Lessons for Local (video)
Search, social, content marketing and local ad sales… these are just a few of the rapidly evolving topics within the Local Commerce Universe. Where do they all stand and what should you be doing and thinking for each? This is the question we sought to answer to kick off last week’s BIA/Kelsey ENGAGE. Abid Chaudhry…
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SMB Data Point of the Week: Where’s the value in video?
Of the SMBs in BIA/Kelsey’s Local Commerce Monitor survey of small and medium businesses that use video* for advertising and promotion, nearly half (45.6%) say they made it themselves, a quarter (24.4%) say they have a custom produced video, and less than 20% have a slide show or stock video. An interesting point on return on investment (ROI)…
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SMB Data Point of the Week: Video As Popular with SMBs as Consumers?
Recently AdWeek, along with Orchestrate, released an infographic that declared 2015 the year of video. According to the infographic (see below), 46 percent of viewers take action after watching a video, 96 percent of them click links after watching video content, and 64 percent of them buy products from a site after watching related video…