The value and impact of Over-the-Top (OTT) for audience reach extension are being much better recognized and quantified. BIA forecasts that advertising spending on OTT will reach $2.2B by 2023 and $3.4B by 2026. Simultaneously, there is significant growth in…
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…
Small businesses that use programmatic advertising are optimistic about the future, with more than two thirds of them planning to increase their annual ad budget spend in 2018, according to the newly released data from BIA/Kelsey’s Local Commerce Monitor™ (LCM) survey of small…
BIA/Kelsey's Advanced TV webinar series continues with our assessment of developments in 2017 and a look ahead at expectations for 2018. We'll sort out players, roles strategies and our panel will bring their own points of view to the discussion.…
AdExchanger's Programmatic I/O New York conference brought together 1,500 marketers, agencies, media, tech and other practitioners to talk about how data, tech, and business models are evolving in programmatic advertising. Day 1 consisted of instructional, hands on workshops. Day 2 featured the…
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…
Ad fraud is siphoning revenue away from legitimate publishers and delivering the wrong audiences to advertisers. Both publishers and marketers targeting local audiences should not only be aware of the risks of ad fraud but also take proactive action to…
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…
(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,…
Programmatic advertising is taking over local TV. Already having established beachheads in other digital media (and search...the original programmatic advertising), it's coming to a TV near you. This is also the topic of a BIA/Kelsey white paper, publishing this week.…
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 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…
Last week's AdExchanger's Programmatic I/O conference drew an unexpectedly large audience of about 900 publishers, brands, agencies, adtech and other industry executives to focus on all things programmatic. Programmatic's main innovations are data-driven advertising and automated workflow in public and private exchanges…
Chicago-based Centro, which helps provide targeted ad solutions to 13,000 publishers -- 4,000 at any given time -- says it is refocusing on providing publishers with complete Demand Side solutions that integrate first party data targeting, hyperlocal mobile tools, digital extensions…
What is "programmatic" advertising? It depends on whom you ask. In an interview with BIA/Kelsey Managing Director Rick Ducey, John McIntyre, Founder & CEO, Sightly said: "Programmatic buying, in its most simple form, is the automated real-time bidding and purchasing…
Here we are in the middle of National Small Business Week, which seems like a great time to unveil the agenda and key themes of our upcoming SMB conference, which happens Sept. 29-30 at the Marriott Denver Tech Center.…
To kick-off BIA/Kelsey NATIONAL, the analyst team sits down to review 2015 – 2019 local advertising across 12 different channels and 94 industries, summarizing key issues for marketers over the next half decade.
Michael Boland, Chief Analyst and Vice President of Content, BIA/Kelsey
Peter Krasilovsky, Vice President, BIA/Kelsey
Steve Marshall, Research Director, BIA/Kelsey
Stacey Sedbrook, Vice President of Strategic Sales Consulting
Steve Marshall opens with our Local Commerce Monitor results on franchisees. They send $87K-plus, the highest level of marketing spend among the SMBs BIA/Kelsey tracks. They are highly engaged in digital — 42.9 percent of 2015 spending will be on digital; again, far ahead of the average SMB.
Franchises also spend at least 10 hours a week on social networks. About 85 percent maintain customer lists (compared to only about half of SMBs have customer lists in digital form). Seventy-one percent of franchises will have a loyalty program this year. This is a vindication of loyalty programs. Hand in hand with these loyalty programs, franchises are driving huge investments in discounting — 50.7 percent of revenue will be due to discount sales tied to loyalty programs.
This is the wave — loyalty and discounting — that will sweep the local space. There will be a much deeper, more committed relationship between the franchises and customers.
Franchises tend to favor buying through on-premise sales reps (feet on the street), even though many have national agency relationships. The franchises buy most through agencies and are extremely satisfied. Sixty-three percent are extremely satisfied with their agency relationships, though they prefer making individual purchases with assistance (expertise) from the agency. “They like a partner for these activities versus doing it themselves.”
Co-op advertising represents about $50 billion in U.S. spend annually and franchisees are the most prevalent users of co-op (more than 50 percent of all co-op monies flow through franchises). As a result, they want more analytics and analysis for their planning and assessment of campaigns.
Next up, Mike Boland discusses technology, particularly mobile.
Three trends are changing the way brands find and engage with customer at the local level --the shift to mobile, the emerge of programmatic buying and the increasing ability to measure performance in real time. These trends, and how marketers…
Three trends are changing the way brands find and engage with customer at the local level --the shift to mobile, the emerge of programmatic buying and the increasing ability to measure performance in real time. These trends, and how marketers…
YP has made a major push in the past week to become a bigger player in search and to do more to monetize its own search traffic on YP.com, as well as its mobile apps. In the past week the…