Leading Local Insights

The local video market has been upended by pandemic-induced consumer media changes. There’s a shift toward impressions-based trading, IP device-based measurement, and data science evolutions for targeting and attribution. In turn, there are significant paradigm shifts in building, targeting, and activating consumer segments and attributing campaign performance. In this podcast Rick Ducey and Mitch Oscar share thoughts and take-aways from a recent BIA webinar they co-hosted on these topics with a leading panel of industry executives.

BIA has been documenting the shift to digital ad spending yet local radio continues to show strength in the market as radio groups add podcasting, streaming and other digital solutions to their mix of services. 

Audio, in its various forms, has become cool in today’s market with marketers and agencies showing greater interest in integrated audio platform activations. In this episode, Rick Ducey, BIA’s Managing Director, explores audio first marketing strategies, audio amplification, engaged impressions and the future of the audio audience with Idil Cakim, Senior Vice President, Research and Insights, Audacy.

The pandemic has disrupted global supply chains dealing the automotive industry significant blows. Loss of production capacity has led to lost sales and steep declines in ad spending. 

Then, there’s the stand-out: Tesla. Tesla is delivering inventory with giga factories in Austin and Berlin, increased sales, higher stock prices, and a new partnership with Hertz. Plus, they’ve done it all without a dollar of advertising. The smart car of the future is bringing together advertising technology, changing in-car consumer behaviors, and a desire for marketers to reach consumers in cars. This all begs the question will cars evolve as the latest advertising platform?  

BIA’s managing director, Rick Ducey, discusses what’s next for automotive with Roger Lanctot, Director of Automotive Connected Mobility, Strategy Analytics. Listen now. 

Diversity, Equity and Inclusion initiatives are improving the outlook for career and ownership opportunities for many in the local media industry. Since 1986, as a leading public interest tech organization, MMTC has fought for equal access and representation in tech, media, and telecommunications through opportunity creation, awareness building, and advocacy. Bob Branson accepted the leadership at MMTC in June 2021 and joins us to share his vision for MMTC and update us on its programs and initiatives, especially as they revolve around initiatives for racial justice in media.

In this podcast, BIA’s CEO and Founder, Tom Buono looks ahead to 2022 to offer five keys to find success. It’s all about following the money, and Tom explains the share of ad wallet across media to identify opportunities. 

While covering the local advertising marketplace, Tom specifically drills into local broadcast television to share ad revenue insights from his keynote address at TVB Forward that took place September 30. 

Listen now for valuable intelligence about what to expect next year.

One of the fastest growing local ad platforms is premium video programming delivered Over-The-Top (OTT). National networks and local TV groups have developed direct-to-consumer OTT services that are ad-supported and have enjoyed successful growth since the start of the pandemic. 

According to BIA’s estimates, the local OTT ad market is over a billion dollars already and fast growing. However, it is a complicated ecosystem particularly for local businesses to navigate. 

In this podcast, BIA’s Managing Director, Rick Ducey, talks with Brian Hunt who is the Head of CompulseOTT and Sinclair OTT/CTV. They discuss how to navigate the OTT opportunity and solutions that are simplifying how to successfully target local viewers in OTT.

In this week’s episode of Leading Local Insights, BIA’s Chief Economist and SVP Mark Fratrik discusses the company’s new 2022 U.S. Local Ad Forecast. Mark examines a few of the reasons why BIA is increasing its total advertising estimates by nearly $4 billion dollars for next year. 

Mark discusses how national and local retailers, the automotive industry and a significant political season will drive a lot of local ad spending. Listen to the podcast for more insights and details on BIA’s latest estimates for 2022. 

BIA recently updated its auto advertising estimates to examine how issues like a shortage of semiconductor chips, supply disruptions and increased consumer demand for new cars are affecting the automotive industry. 

In this second automotive podcast on Automotive, BIA’s Suzanne Ackley, Senior Research Analyst, examines the top advertising channels for automotive businesses. Of the 17 different media channels that BIA covers, Suzanne will reveal the 9 that will increase their spending in 2021. 

Suzanne also discusses how Google My Business profile is a game-changer for the paid search space as it relates to automotive, and she provides an significant local selling tip.

A worldwide shortage of semiconductor chips has brought auto car production to a virtual halt. Pile on supply disruptions and increased consumer demand for cars, and there’s genuine concern about the unusual challenges the automotive industry is facing and the effect on local sales.

To examine how the current market situation is affecting Automotive ad sales, BIA’s Suzanne Ackley, Senior Research Analyst, discusses important takeaways from BIA’s latest automotive ad revenue forecast for 2021 in a podcast series.

This first podcast covers which auto businesses (sub-verticals) are spending significant ad dollars this year and offers key strategies to identify the best opportunities right now in this vertical.

Then, stay tuned for a second podcast discussion on automotive where Suzanne looks at the top advertising channels for this industry.

Healthcare advertising took a nosedive in 2020 due to the constraints across the industry during the pandemic. BIA believes the ad spend in 2021 will definitely be better but still somewhat strained as the pandemic continues to put strains on hospitals, physicians, dentists and more in this vertical.

In this podcast, BIA’s Suzanne Ackley, Senior Research Analyst, examines how ad dollars are spend across the Healthcare vertical and explains the split between traditional and digital media. She also shares 2 key strategies for local media sellers selling into or expanding sales opportunities in this vertical.