Leading Local Insights

There's a lot of questions regarding how the economy, inflation and other factors will affect local advertising in 2023. 

BIA is going to tackle as many concerns as possible in a podcast series we’re hosting in January: New Year New Insights. Each episode will provide insights and recommendations around key business verticals for local advertising in the January podcast series.

This first episode covers two of the powerhouse verticals for local advertising: Auto and Retail. Listen now to get estimates on overall ad spending, how trends (like EVs) are driving ad spend and how holiday shopping is shaping expectations for the new year. 

As the new year starts, there’s a heightened focus on what it will take to succeed this year, especially with concerns about the economy. 

Get actionable insights on how to set yourself up for success during these uncertain times by listening to this podcast with BIA’s Nicole Ovadia, VP Forecasting and Analysis, and C. Lee Smith, CEO of SalesFuel.

Nicole and Lee identify strategies that can be used to improve sales outcomes immediately. They also offer suggestions on how to answer advertisers when they ask questions like: “What’s the best way to advertiser in a recession?” and “Sales are down, so should I cut my ad budget?” 

There is tremendous movement and change around the rise of automation in the buy-sell workflow for local television. In this podcast, BIA’s Rick Ducey, talks with expert industry advisor Kevin Gallagher to get his perspective on this topic from an agency perspective. 

Kevin has deep agency experience, leading local investment planning and activation at major media buying agencies including Spark/Publicis, Starcom/Leo Burnett while working with major clients such as GM and Comcast. His expertise includes identifying current trends and evolving best practices for Local TV currencies, omnichannel approaches, inventory management, data/attribution models and media buying software tools. 

2022 has been a year of ups and downs, creating challenges within the local advertising marketplace. Auto supply chains, inflation and a potential recession are all concerns that will continue into the new year. 

With that backdrop, BIA has issued its 2023 U.S. Local Advertising Forecast, a significant gauge on how the economy will affect overall local advertising nationwide and within local markets. 

Listen to this podcast to hear BIA’s CEO & Founder, Tom Buono, and Nicole Ovadia, VP Forecasting and Analysis discuss the firm’s expectations for next year, the current state of digital advertising, and vertical ad spending.

For more public findings from the 2023 Forecast, click here. The BIA ADVantage platform has been updated both with the nationwide and local market forecasts. Clients can login here. 

BIA has been closely examining the growing investments in Over-The-Top (OTT) and CTV. To look at it from an industry expert perspective, BIA held executive interviews while writing the report, The Local Programmatic Marketplace: OTT and Digital Reach Extension Channels. 

In this podcast, BIA’s Leyla Chatti and Rick Ducey share top findings from the interviews to offer insights into current observations around the state of programmatic buying in the OTT and CTV ecosystem. They also discuss the business verticals most interested in buying this type of advertising.

This episode focuses on BIA’s U.S. Local OTT forecast (from June 2022) and what it means for ad spending, localism and broadcasters competing in the OTT space.

Hosted by BIA’s Nicole Ovadia and Rick Ducey, this podcast was originally recorded for the TVB and posted on their Thought Leadership Podcasts. Listen now to get BIA’s view on the following key questions:

• What’s driving OTT’s growth? 
• What are the challenges for OTT as it continues to grow? 
• In 2024, will OTT be a significant player in Political spending, and can it complement TV OTA? 
• How do local sellers and broadcasters compete in this space, especially with all the giants already in play?

As the holiday season approaches, all eyes are on Retail stores and their outlook for ad spending. In a two-part report series, BIA examines what the larger retail outlets (i.e., Clothing Stores, Department Stores, Home Centers, and others) and specialty stories (i.e., Electronic, Furniture, Jewelry, Sporting Goods and more) will spend across different media to attract consumers. 

In this podcast, BIA’s Senior Media Analyst, Leyla Chatti, discusses BIA’s forecast and findings for the Retail industry with Mark Dugan, Director of Data Insights, and Client Relations at BIA. They examine the impact of inflation on this year’s holiday selling season and explain BIA’s estimated ad spend for 2022 across traditional media and digital media. 

Mark also shares the best opportunities for local sellers, including the growth of OTT in these categories and how OTT can be used to increase local revenue.

Interested in accessing the full report? BIA ADVantage clients can login to download. Reports can also be purchased on our cart. Enter the promo code HOLIDAYRETAIL50 to purchase both for the price of one. 

Out-Of-Home (OOH) and Digital Out-Of-Home (DOOH) accounts for about $8 billion in advertising to reach local audiences. It’s a growing channel according to BIA’s forecast estimates and one that is capturing a lot of attention recently.

In this podcast, we speak with Talon America’s CEO Jim Wilson to get his insights into the make-up and operation of the out-of-home advertising ecosystem. He shares his perspective on key trends to keep an eye on in this fast-evolving space covering OOH advertiser types, measurement, cross platform buying opportunities and 2023 opportunities.

In this podcast, BIA’s Leyla Chatti talks with Walt Horstman, the Senior Vice President, and General Manager at TiVo, about CTV. They discuss how CTV is providing advertisers with targeting and customization solutions for their TV messages. 

Horstman shares his vast experience about CTV and the streaming space to explain what is possible right now and the unique value proposition CTV offers advertisers. He also examines the key challenges for marketers as they add CTV commercial inventory into their television campaigns. 

In this podcast, Madhive’s Joe Marino shares his insights on how despite the complexity, programmatic actually simplifies and empowers the cross-platform advertising market.