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)
- Business Leads Added to ADVantage
- New Station-Level TV data in BIA ADVantage
- Local TV & Location-Targeted Mobile Campaigns
- Television Forecast Spring 2018
The rise of local marketing automation has reshaped the ecosystem for brands, agencies, local affiliates, and both digital and traditional media.
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 first-of-its-kind report, 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, Netsertive, Sproutloud and Surefire Local.
Local Business Leads from SalesFuel’s AdMall Integrated into BIA ADVantage to Identify Digital Sales Opportunities
Local business sales leads from SalesFuel’s AdMall are now available in BIA’s local market intelligence platform, BIA ADVantage™.
The leads are generated from local businesses that indicate digital revenue opportunities as determined by AdMall’s Digital Audit, a proprietary tool for scoring digital advertising spend activity and potential. The integration is part of an alliance between both companies to expand access to valuable local market advertising and marketing data.
“Developing critical local market data is our focus at BIA. We are pleased to be partnering with SalesFuel to bring vetted business leads to our BIA ADVantage clients. It’s a significant enhancement to our market intelligence that is now used by clients in more than 150 markets.” Tom Buono, CEO, BIA Advisory Services
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.
New Complimentary Report
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.
“Today’s marketers increasingly rely on data-infused audience targeting to deliver relevant cross-platform messaging throughout the consumer’s journey to purchase. TV and mobile are two of the most powerful platforms that audiences are using daily in a unified, not fragmented, experience. Advertisers who integrate audience targeting on TV with location targeting on mobile can achieve an incredibly powerful one-two marketing punch.” Rick Ducey, report author and managing director, BIA Advisory Services
Local Television Station Revenue to Reach $27.68 B in 2018 Driven by Strong Political and Digital Advertising
BIA’s television forecast also indicates retransmission consent fees will add another $8.44B.
BIA Advisory Services’ U.S. local advertising forecast indicates it will be a solid year for the television industry, with local television station revenue reaching $27.70 billion, up from $26.2B in 2017. The breakdown of ad revenue includes $18.2B for over-the-air revenue, up 5.8 percent from 2017 and $1.1B for digital revenue, a modest increase of 6.3 percent since last year. Additionally, retransmission consent agreements between local television stations and cable/satellite companies will contribute $8.44B to the total industry revenue this year.