Leading Local Insights

Roger Lanctot, Director, Automotive Connected Mobility in the Global Automotive Practice at TechInsights, joins our podcast this week to talk about the intersection of connected cars and local ad-supported media. For starters, just as Google has found great value in targeting ads based on intent derived from signals in user searches, so too does the car generate contextual signals that can be used to target ads. Roger spoke about how Mercedes is working with Google to unbundle some of their tech so it will work with its MBOS – Mercedes Benz Operating System. This novel partnership is an important waypoint in creating more media functionality in connected cars. Roger also spoke about innovations for in-car radio such as Xperi’s DTS AutoStage and GeoBroadcast Solutions’ ZoneCasting as further examples of creating more ad-supported functionality for in-car users looking for their favorite local media. 

In this episode, BIA’s Leyla Chatti speaks with Timur Yarnall, co-founder of Neutronian, to discuss the implications of media privacy and data compliance in the local advertising space. Both Chatti and Yarnall examine leading trends in Martech and address the use of AI in an environment where privacy is constantly challenging targeting abilities and impacting the effectiveness of local advertising.  

Yarnall, a subject matter expert on data, is a seasoned and successful executive and technology entrepreneur. He has co-founded four start-up companies focused on data privacy and consumer trust, including his most recent projects Neutronian and Neeva.com. He also co-founded MdotLabs, which was acquired by ComScore, an advertising and media evaluation company. 

BIA estimates the Home Improvement vertical will spend over $9.7 billion in local advertising in 2023. Direct mail is still a dominant ad channel for this vertical, but Mobile, TV Digital and Radio Digital are all growing. 

Listen to this podcast now to get top takeaways from one
of BIA’s most popular reports on local advertising. BIA analysts share the
company’s expectations for advertising spend across media channels and identify
the top spending sub-verticals within Home Improvement. 

Clients can download the full report from BIA ADVantage. The report can also be purchased in here. (Podcast listeners: enjoy promo code
PODCAST10 to save 10% on the price.) 

In this podcast, BIA’s Managing Director, Rick Ducey, and Lynn Claudy, SPV Technology at NAB, discuss the winding road for ATSC 3.0, where the industry is advancing and where it needs help particularly from the FCC. Claudy also profiles all the Next Gen sessions, events, and booths at the NAB Show taking place in Las Vegas April 15-19, 2023.

Lynn Claudy sits in a leadership role at the intersection of ATSC3 technology development and market rollout with his positions at including NAB (SVP Technology), ATSC (immediate past chair), and the FCC (Tech Advisory Council) among other industry affiliations.  

ATSC3 is now in its “lighthouse phase” whereby local TV stations must share frequency on just one or two TV stations in a market to host all ATSC1 services to free up other spectrum to introduce ATSC3 services. At some point the stations acting as “lighthouses” to serve as a common host for a market’s ATSC 1.0 service will also transition to ATSC 3.0 for a complete cutover to the new NextGen TV service as it is branded in the consumer market. Listen now to get an update on industry activities. 

A long under-utilized but growing asset in local radio’s ad portfolio is in-screen visual display inventory comprising text and images. Basic RDS technology available in 70-80 percent of cars on the road allows FM broadcaster to deliver program and advertising content. For maybe a quarter of the cars on the radio with HD Radio receivers, images can also be sent. As radio searches for new pockets of revenue growth opportunities, in-dash visual ad inventory is becoming a thing for major groups. 

Quu’s CEO Steve Newberry joins us for this podcast episode to explain the visual radio ad ecosystem and opportunities local radio stations can target with this technology.

2023 brings new services and new revenue opportunities in the world of datacasting across broadcast television. BIA is forecasting $10 billion in non-core revenue in the local TV industry by 2030 (over and above advertising and retransmission revenue). Is the industry on the path to that revenue potential? What advancements are happening in datacasting to lead the way there? 
 
 Our guests are experts in broadcast, ATSC, and NextGen television. John McCoskey, COO of SpectraRep along with SpectraRep President Mark O’Brien, bringing you a conversation about the current state of datacasting services and new, non-core revenue opportunities for television stations. 

In this podcast, BIA’s VP of Forecasting Nicole Ovadia shares her advertising expectations for Over-the-Top (OTT) local advertising this year. Then she asks Rick Ducey, BIA’s Managing Director, a series of questions we get a lot when analyzing this growing media channel.

Listen now to hear about the verticals investing in OTT advertising, the distinctions between OTT and CTV, the increasing connections between OTA TV and OTT and how OTT is being sold. 

In this special podcast episode, BIA’s CEO, Tom Buono, sits down with legendary radio executive, Jeff Smulyan to discuss Jeff’s new book, “Never Ride a Rollercoaster Upside Down” that offers captivating insights into what it takes to be an entrepreneur through good and bad times. 

Best known as founder and CEO of Emmis Communications, Jeff’s winding career has taken him from law school to radio station ownership and to Major League Baseball team ownership.

In this podcast, Tom asks Jeff to share some of his “rollercoaster” experiences including his creation of the first all sports radio station (WFAN in NYC) which wasn’t a huge hit at first, to creating award winning rock stations, like KSHE in St. Louis, and how he created a diverse collation of programming to attract young adult contemporary listeners (KPWR in Los Angeles) that delivered the right notes, no pun intended, to become consistent 10 share station.

Jeff and Tom also speak to the chaotic on/off love relationship Wall Street has had with the radio industry over the years and radios continuing value within local communities. 

For anyone aspiring to be an entrepreneur, Jeff shares countless lessons from his decades of experience both on this podcast and in his book, which can be purchased on Amazon here. 

In this third, and final, episode of the New Year, New Insights podcast series, BIA analysts focus on two large and important verticals for local advertising – Finance/Insurance and Education.  

Listen now to hear how the economy, inflation and digital trends are affecting each vertical and what opportunities are emerging for local sellers in 2023. 

In this second episode of the New Year New Insights podcast series, BIA analysts focus on two substantial verticals for local advertising – Restaurants and Legal.  

Listen now to hear how the economy, inflation and digital trends are affecting each vertical and what opportunities are emerging for local sellers.