BIA Advisory Services helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
- Local as a Service (LaaS)
- Local Television Advertising
- New Report: Advanced TV
- New Station-Level TV data in BIA ADVantage
- Local TV & Location-Targeted Mobile Campaigns
BIA has coined the term “Local as a Service” (LaaS) to designate the landscape of companies that exist to connect national brands to local consumers leveraging technology, platforms, data, and automation.
Learn more in our report series, Local as a Service: National Brands, Local Activation, that offers BIA’s proprietary data to frame the landscape, along with results from a series of insightful interviews with several leading LaaS vendors, to include: 2adpro Media Solutions, Ansira, Field Day, Netsertive, Sproutloud and Surefire Local.
Total Local TV Advertising and Total U.S. Retail Vertical Forecasts
BIA projects a healthy growth of approximately 6% year-over-year in total ad spending for local broadcast television stations (over-the-air and online TV).
Advertisers are expected to spend $19.2 billion on local broadcast television stations in 2018, compared to $18.2 billion in 2017. Importantly, local broadcast television stations’ online platforms are projected to continue the historical double-digit growth trend.
Looking at the U.S. Retail vertical, the largest marketers in this category including furniture stores, department stores, women’s clothing and home centers are forecasted to spend $1.2 billion, $1.8 billion, $0.9 billion, and $2.9 billion respectively, on local media in 2019.
BIA issued the forecast during the TVB Forward 2018 conference. Read more here.
Access the full summary of the Total U.S. Retail Vertical Forecast here.
Advanced TV: BIA Forecast and Executive Views on Industry Progress & New Directions
Get a mid-year update on the state of Advanced TV in the new report: Advanced TV and Innovation in Local Television.
The report includes BIA’s local video and local digital ad forecast and examines opportunities for traditional media and pure plays as they vie for local media budgets.
Featured in the report are interviews with experts from companies representing different parts of the industry: Imagine Communications, IRI, iSpot, Operative, Sinclair Broadcast Group, Video and WideOrbit.
BIA Integrates Local Television Audience Data from comScore into its Advertising Intelligence Platform BIA ADVantage
comScore’s station-level local television data enhances the integrated, full view into local television markets delivered by BIA ADVantage.
BIA Advisory Services has integrated comScore’s local television audience measurement and ratings information into BIA ADVantage, a proprietary platform that delivers local market advertising intelligence. Leveraging comScore’s local television information delivers valuable audience details for every station in all 210 local television markets.
The data partnership between BIA and comScore offers instructive analytics and competitive insights broadcasters require to assess their market strength and competition in a way not previously possible.
Read more about the data integration | Learn more about BIA ADVantage
BIA estimates ad spending in local TV and location-targeted mobile will nearly reach $43 billion in 2018. Advertisers will spend $20.8 billion in local television and $22.1 billion in location-targeted mobile to target audiences in 2018.
The report Local TV and Location: How Targeted Mobile Intelligence Creates High Impact Campaigns examines the growth for each media and how marketers are integrating the channels to unify their ability to effectively reach, target and engage consumers in a multi-platform environment.
Download here.
- Innovate or Die October 19, 2018In this edition of BIA Advisory Service’s Vantage Points, we share insights from Dan Hight, Business Development and Partnership Executive and Industry Advisor for BIA. The Vantage Point series taps the perspectives of various lookout points from around the local media and tech…
- Two-Thirds of Marketing Budgets Go to Local Advertising October 18, 2018All size businesses direct almost two-thirds of their marketing dollars into activating local media ad platforms and the remainder into promotions. For businesses with 500 or more employees, this spending averages $4.48 million for advertising and $2.18 million on promotions.…
- Five Forces of Marketing Operations, Brands Struggle to Adapt Their Business Models to Today’s Consumers October 3, 2018MarTech East kicked off yesterday at Boston’s Hynes Convention Center and concludes today. Conference speakers embraced the fundamental themes of how technology and data can be used both to drive operational efficiency, but more importantly to help humanize brands and engage consumers.…
- Businesses Use 8 Channels to Advertise – Targeted Social and Mobile Ads are Top October 1, 2018Businesses are using an average of 8 different media channels for their advertising, according to results from BIA’s Survey of Advertising & Marketing (SAM). While 8 is the average, some businesses depending on the type of advertiser or industry it can be…
BIA tracks the value of transactions in TV and radio and the number of stations sold in each industry on a monthly and year-to-date basis. View all the details.