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About BIA/Kelsey, the Local Media and Advertising Experts
 

About BIA/Kelsey, the Local Media and Advertising Experts

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BIA/Kelsey is the leading research and advisory company focused on the local advertising marketplace. ...

BIA/Kelsey is the leading research and advisory company focused on the local advertising marketplace.
Our research-driven data, strategic analysis and competitive intelligence can help you make the right decisions, every day. Our goal is to help you leverage the real business opportunities inherent in this growth to solidify your leadership position. Deck contains our local media five-year forecast, information from our Consumer Commerce Monitor and Local Commerce Monitor surveys and more.

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  • It’s a unique lens into the thought process of the advertisers’ customers.

About BIA/Kelsey, the Local Media and Advertising Experts About BIA/Kelsey, the Local Media and Advertising Experts Presentation Transcript

  • ABOUT BIA/KELSEY THE LOCAL MEDIA & ADVERTISING EXPERTS NOVEMBER 2013 www.biakelsey.com info@biakelsey.com
  • Today’s Media World is Ever Evolving EVOLVING MEDIA WORLD MULTIPLATFORM INTERACTIVE TARGETED MEASURABLE REAL-TIME 2 © 2013 BIA/Kelsey. All Rights Reserved.
  • What’s Your Path to Business Growth? Understand marketplace dynamics Identify, analyze and manage competition Base decisions on reliable, actionable market insights Align resources efficiently to drive operations Make investments in growth opportunities 3 © 2013 BIA/Kelsey. All Rights Reserved.
  • BIA/Kelsey Knows Local  Local media advertising revenues will climb to $151.5 billion in 2017, according to our U.S. Local Media Forecast (2012-2017).  Our goal is to help you leverage the real business opportunities inherent in this growth to solidify your leadership position.  BIA/Kelsey is the leading research and advisory company focused on the local advertising marketplace.  Our research-driven data, strategic analysis and competitive intelligence can help you make the right decisions, every day. 4 © 2013 BIA/Kelsey. All Rights Reserved.
  • How We Help Clients Lead In Local  Step 1: Acquire reliable view of the local media landscape  Step 2: Size the current and future local market  Step 3: Profile the competition  Step 4: Track advertiser trends  Step 5: Understand the changing consumer  Step 6: Operate with reliable, actionable market insights  Step 7: Create a concise strategic roadmap 5 © 2013 BIA/Kelsey. All Rights Reserved.
  • What’s the Truth About the State of the Industry?  Step 1: Acquire reliable view of the local media landscape  Step 2: Size the current and future local market To compete, you must start with a  Step 3: Profile the competition thorough understanding of the current market situation and the  Step 4: Track advertiser trends areas driving the industry key forward.  Step 5: Understand the changing consumer  Step 6: Operate with reliable, actionable market insights  Step 7: Create a concise strategic roadmap 6 © 2013 BIA/Kelsey. All Rights Reserved.
  • Step 1: Acquire a Reliable View of the Local Media Landscape To compete, you must have a thorough understanding of the current market situation, as well as the key areas driving the industry forward.  BIA/Kelsey continually monitors the local media marketplace.  Twice annually, we build a U.S. Local Media forecast that brings together projections for each media segment  The forecast offers a holistic view of the U.S. local advertising picture U.S. LOCAL MEDIA FORECAST www.biakelsey.com/Research-and-Analysis/Forecasts/ 7 © 2013 BIA/Kelsey. All Rights Reserved.
  • Local Media Five-Year Forecast $155 $151.5 $150 $147.2 US$ Billions $145 $141.0 $140 $137.5 $135 $132.0 $132.9 $130 $125 $120 2012 2013 2014 2015 2016 2017 Note: Numbers are rounded. Source: BIA/Kelsey’s U.S. Local Media Forecast (2013-2017) Fall Update 2013 8 © 2013 BIA/Kelsey. All Rights Reserved.
  • Local Ad Market Currently Dominated by Traditional Media 2012 U.S. Local Media Revenues — $132.0 Billion Cable 5.2% *ERPM 1.2% Online / Interactive 8.2% Mobile 1.0% Newspapers Print 14.7% Magazine 2.1% Newspapers Online 2.4% OOH 5.5% Internet YP 1.5% Print Yellow Pages 4.1% Direct Mail 27.1% Radio Online 0.4% *ERPM = Email, Reputation and Presence Management Radio O-T-A 10.9% TV Online 0.5% TV O-T-A 15.3% Digital revenues associated with traditional media (e.g., websites associated with local TV stations, local radio stations, newspapers and magazines) are included in the revenues for the traditional media. Revenues for Internet Yellow Pages that are associated with print Yellow Pages are included in the overall Yellow Pages media category. © 2013 BIA/Kelsey. All Rights Reserved. 9
  • Steady Shift Toward Digital Media Traditional Online/Digital $160 $140 US$ Billions $120 $132.0 $23.1 $132.9 $137.5 $141.0 $26.5 $30.7 $35.3 $147.2 $151.5 $39.7 $44.5 Total Media CAGR 2.8% $100 $80 $60 $108.9 2012-2017 CAGRs: Traditional Media CAGR -0.3% $106.4 $106.8 $105.7 $107.5 $107.0 $40 Online/Digital Media CAGR 14.0% $20 $0 2012 2013 2014 2015 2016 2017 Note: Numbers are rounded. 10 © 2013 BIA/Kelsey. All Rights Reserved.
  • Steady Shift Toward Digital Media Traditional Online/Digital 22.3% 25.0% 27.0% 29.4% 77.7% 75.0% 73.0% 70.6% 2014 2015 2016 2017 100% 90% 17.5% 19.9% 80% 70% 60% 50% 40% 82.5% 80.1% 30% 20% 10% 0% 2012 2013 11 © 2013 BIA/Kelsey. All Rights Reserved.
  • Local Ad Market Less Dominated by Traditional Media in 2017 2017 U.S. Local Media Revenues — $151.5 Billion Newspapers Print 9.1% *ERPM 1.9% Newspapers Online 2.4% Mobile 7.1% Online / Interactive 11.7% Magazine 1.7% Cable 5.7% Direct Mail 24.6% Internet YP 1.9% OOH 6.0% *ERPM = Email, Reputation and Presence Management Print Yellow Pages 1.5% Radio Online 0.5% Radio O-T-A 10.6% TV O-T-A 14.6% TV Online 0.7% Digital revenues associated with traditional media (e.g., websites associated with local TV stations, local radio stations, newspapers and magazines) are included in the revenues for the traditional media. Revenues for Internet Yellow Pages that are associated with print Yellow Pages are included in the overall Yellow Pages media category. © 2013 BIA/Kelsey. All Rights Reserved. 12
  • What is Driving Local Market Ad Dollars?  Step 1: Acquire reliable view of the local media landscape  Step 2: Size the current and future local market  Step 3: Profile the competition With an objective 5-year market  Step 4: Track advertiser trends outlook from the U.S. Local Media Forecast,  Step 5: Understand the changing consumer the next area to examine is your local market.  Step 6: Operate with reliable, actionable market insights  Step 7: Create a concise strategic roadmap 13 © 2013 BIA/Kelsey. All Rights Reserved.
  • Step 2: Size the Current & Future Local Market The local marketplace is packed with traditional and digital media companies competing for advertiser budgets. While traditional media companies hold a dominant position, digital and mobile alternatives continue to attract more ad dollars.  To track local ad dollars, BIA/Kelsey’s Media Ad View Plus examines what businesses are spending in every local market and breaks down the ad spend into estimates for 94 different advertiser categories. www.biakelsey.com/MAV MEDIA AD VIEW 14 © 2013 BIA/Kelsey. All Rights Reserved.
  • Tracking Local Market Level Ad Spending 2013 - $883 Million Cable TV Internet ERPM 5.7% 1.5% YP 1.7% Magazines 2.5% OOH 5.8% Online 9.4% Radio 10.5% Print YP 3.5% Newspapers 16.5% Austin, TX Mobile 2.2% Direct Mail 28.2% 2017 - $1,067 Million Internet YP 2.0% Cable TV 5.7% ERPM 2.0% TV 12.5% Magazines 2.1% Direct Mail 25.8% OOH 6.3% Online 12.3% Mobile 7.5% Radio 10.4% Newspapers 12.1% TV 12.2% Print YP 1.6% 15 © 2013 BIA/Kelsey. All Rights Reserved.
  • Drilling Into Business Spending Austin, TX 2013 - $86.9 Million OOH 2.2% Online 9.1% Newspaper 20.8% Print YP 1.2% Automobile Dealer Advertising – Austin, TX vs. Nationwide Radio 11.1% Television 28.9% Nationwide US 2013 - $12.7 Billion Mobile 1.4% Magazines 1.9% Internet YP 0.7% OOH 2.0% ERPM 0.7% Direct Mail 14.3% Cable TV 7.7% Print YP 1.1% Radio 11.3% Online 8.4% Television 33.9% Newspaper 19.1% Mobile 1.2% Magazines 1.5% Internet YP 0.6% Cable TV 7.0% ERPM 0.6% Direct Mail 13.1% © 2013 BIA/Kelsey. All Rights Reserved. 16
  • Capturing Online Dollars ONLINE local advertising will exceed $1 billion in 2013 for six different advertising categories. Top two: TECHNOLOGY ($2.2B) RETAIL ($1.9B) ONLINE and MOBILE are the top growing ad channels. By 2017: REAL ESTATE will increase its online ad spend to 42.0% AUTOMOTIVE dealers will focus on video, spending 11.4% of their $2.4 billion online ad budget on video display Quick service RESTAURANT category (subset of restaurants) will increase its online spending from $335.9 million to $497.4 million 17 © 2013 BIA/Kelsey. All Rights Reserved.
  • Who’s Biting at Your Ankles?  Step 1: Acquire reliable view of the local media landscape  Step 2: Size the current and future local market  Step 3: Profile the competition  Step 4: Track advertiser trends Now that you have a thorough picture of your  Step 5: Understand the changing consumer market’s landscape, it's critical market insights  Step 6: Operate with reliable, actionableto identify and drill into competitive threats.  Step 7: Create a concise strategic roadmap 18 © 2013 BIA/Kelsey. All Rights Reserved.
  • Step 3: Profile the Competition Online solutions continue to emerge, from pure play online providers and from traditional media companies. This crowded environment makes it necessary– yet difficult – to be aware of all the competitors splitting the ad pie. www.biakelsey.com/Research-and-Analysis/Competitive-Intelligence/  BIA/Kelsey’s Competitive Intelligence service follows a formal process to examine traditional and online competition, their competitive offers, pricing, strengths and weaknesses. COMPETITIVE INTELLIGENCE 19 © 2013 BIA/Kelsey. All Rights Reserved.
  • Competitive Intelligence Matrix  To gain a competitive position, it’s critical to understand your competitors to decide the best choice of action  We help companies with:  Competitive company reviews and product research  Market landscape sizing and description  Market entry and exits  Pricing strategies and tactics  Analysis and insight generation to drive Innovation  Sales training outsourcing  CI employee and team training 20 © 2013 BIA/Kelsey. All Rights Reserved.
  • So, What Are Advertisers Really Buying?  Step 1: Acquire reliable view of the local media landscape  Step 2: Size the current and future local market  Step 3: Profile the competition  Step 4: Track advertiser trends  Step 5: Understand the changing consumer After developing the best competitive strategy for your business, it’s time to  Step 6: Operate with reliable, actionable market insights focus on the purchasing behaviors of your advertisers so you  Step 7: Create a concise strategic roadmap can deliver compelling advertising opportunities. 21 © 2013 BIA/Kelsey. All Rights Reserved.
  • Step 4: Track Advertiser Trends How are advertisers using media and adapting to new technologies?  BIA/Kelsey’s Local Commerce Monitor (LCM) offers deep insights into how the actions and intentions of advertisers have changed significantly in recent years. www.biakelsey.com/Research-and-Analysis/SMB-and-Consumer-Research/Local-Commerce-Monitor/ 22 © 2013 BIA/Kelsey. All Rights Reserved.
  • Mobile Payments: Valid Option ADVERTISERS Source: Local Commerce Monitor” (LCM) Wave 17, Q3/2013. BIA/Kelsey’s ongoing study of the advertising behaviors of small and medium-sized businesses (SMBs). 23 © 2013 BIA/Kelsey. All Rights Reserved.
  • Mobile Advertising: On a Roll USED MOBILE A YEAR AGO USING MOBILE NOW (Wave 16 Q3/2012) Wave 17 (Q3/2012) Increase in use by Plus Spenders: 40% (Wave 16) to 53% (Wave 17). Source: Local Commerce Monitor” (LCM) Wave 17, Q3/2013. BIA/Kelsey’s ongoing study of the advertising behaviors of small and medium-sized businesses (SMBs). LCM Wave 16 (Q3/2012) where relevant © 2013 BIA/Kelsey. All Rights Reserved. 24
  • Social: Woven into Advertising & Marketing ADVERTISERS Source: Local Commerce Monitor” (LCM) Wave 17, Q3/2013. BIA/Kelsey’s ongoing study of the advertising behaviors of small and medium-sized businesses (SMBs). 25 © 2013 BIA/Kelsey. All Rights Reserved.
  • Franchisors: Committed to Online Presence of Franchises Source: Local Commerce Monitor” (LCM) Wave 17, Q3/2013. BIA/Kelsey’s ongoing study of the advertising behaviors of small and mediumsized businesses (SMBs). 26 © 2013 BIA/Kelsey. All Rights Reserved.
  • SMBs and Customer Loyalty Programs Source: Local Commerce Monitor” (LCM – Wave 17). BIA/Kelsey’s ongoing study of the advertising behaviors of small and medium-sized businesses (SMBs) 27 © 2013 BIA/Kelsey. All Rights Reserved.
  • What’s Turning Consumer Heads?  Step 1: Acquire reliable view of the local media landscape  Step 2: Size the current and future local market  Step 3: Profile the competition  Step 4: Track advertiser trends  Step 5: Understand the changing consumer  Step 6: Operate with reliable, actionable market insights Equally important to understanding the  Step 7: Create a concisebuying behaviors of your advertisers, it's strategic roadmap critical to know how consumers are evolving their use of media sources. 28 © 2013 BIA/Kelsey. All Rights Reserved.
  • Step 5: Understand the Changing Consumer The rapid growth of smart phones and tablets is having a significant impact on the way consumers are making purchase decisions. Critical to servicing any advertiser is understanding the thought process of customers.  BIA/Kelsey’s Consumer Commerce Monitor™ (CCM) provides insights on how U.S. consumers are evolving their use of traditional and online information sources to find and locate local serving businesses. www.biakelsey.com/Research-and-Analysis/SMB-and-Consumer-Research/Consumer-Commerce-Monitor/ 29 © 2013 BIA/Kelsey. All Rights Reserved.
  • How Are Users Consuming Media?  RECENT FINDINGS:  Consumers use a wide variety of both traditional and digital media to find and shop for local services and products  This behavior parallels the fragmentation seen in use of media by small businesses.  Consumers are making more appointments online for services like auto, beauty, and healthcare. 30 © 2013 BIA/Kelsey. All Rights Reserved.
  • What’s the Meaningful Story Behind the Research and Data?  Step 1: Acquire reliable view of the local media landscape Building on our forecasts, competitive  Step 2: Size the current and future local market intelligence and advertiser and consumer research, BIA/Kelsey offers  Step 3: Profile the competition forward-thinking market insights that provide a 360-degree view into how  Step 4: Track advertiser trends your business can grow.  Step 5: Understand the changing consumer  Step 6: Operate with reliable, actionable market insights  Step 7: Create a concise strategic roadmap 31 © 2013 BIA/Kelsey. All Rights Reserved.
  • Step 6: Operate with Reliable, Actionable Market Insights BIA/Kelsey packages its forecasts, research, reports and analyst team to give you direct access to the information most valuable for your business. We offer deep intelligence about the market's direction and viable economic opportunities.  We work with every client to determine the data and analysis they need to propel their business forward. Use us as your catalyst for success. www.biakelsey.com/Research-and-Analysis/Coverage-Areas/ 32 © 2013 BIA/Kelsey. All Rights Reserved.
  • Key Coverage Areas  ONLINE SEARCH/MARKETING – Marketing intelligence on local online and mobile search, as well as email, reputation and presence management (ERPM).  MOBILE – Research and analysis of the geolocal advertising opportunity.  SOCIAL – Directional analysis of the growing and dynamic social media ecosystem.  LOYALTY & TRANSACTIONS – Examination of the emerging loyalty and transaction marketing solutions sector.  VIDEO – Intelligence on leveraging video media assets and inventory in local markets.  YELLOW PAGES – Analysis and strategic resources for global print and Internet Yellow Pages.  SALES FORCE TRANSFORMATION – Analysis and case study examinations of the rapid changes in digital media sales. 33 © 2013 BIA/Kelsey. All Rights Reserved.
  • Our Expanding Industry Analyst Team MARK FRATRIK JED WILLIAMS VP, Research & Chief Economist VP Consulting & Sr. Analyst, Social PETER KRASILOVSKY RICK DUCEY VP Conferences, Sr. Analyst, Loyalty & Transactions Managing Director CELINE MATTHIESSEN MICHAEL BOLAND VP, Insights & Analytics VP Content & Sr. Analyst, Mobile CHARLES LAUGHLIN SVP & Managing Editor SUZANNE ACKLEY Senior Research Analyst STEVE MARSHALL Director, Research REBECCA WEINGARTNER GEOFF PRICE VP, Valuations & Financial Consulting ABID CHAUDHRY Associate Analyst Sr. Dir., Industry Strategy & Insight JEANNE DIXON DATILLO Sr. Analyst, Media Valuations MESHACH CISERO Associate Analyst 34 © 2013 BIA/Kelsey. All Rights Reserved.
  • What’s the Win-Win for a Business?  Step 1: Acquire reliable view of the local media landscape  Step 2: Size the current and future local market Data is great and research is  Step 3: Profile the competition interesting – but unless it drives value for your business, it’s  Step 4: Track advertiser trends essentially meaningless. How can you put it all together to create a strategic roadmap  Step 5: Understand the changing consumer that drives your business?  Step 6: Operate with reliable, actionable market insights  Step 7: Create a concise strategic roadmap 35 © 2013 BIA/Kelsey. All Rights Reserved.
  • Step 7: Create a Concise Strategic Roadmap  It’s your business – you need a plan designed for you. That’s what we do.  As the leading expert in cross-platform local advertising, BIA/Kelsey can help design a business strategy that drives new levels of success for radio companies. Building a Multi-Platform Product & Sales Strategy Market research and sales transformation www.biakelsey.com/Consulting/ Due Diligence & Strategy for Entering a New Market Competitive intelligence and due diligence Transforming Mobile Platforms Into Revenue Centers Product development, mobile advertising, sales strategy 36 © 2013 BIA/Kelsey. All Rights Reserved.
  • Services That Drive Growth and Revenue  BIA/Kelsey’s local media & advertising expertise helps clients:      Understand the dynamics of your local marketplace Identify, analyze and manage the competition Base decisions on reliable, actionable market insights Align resources efficiently to drive operations Make investments in newly identified growth opportunities RESULT: Accelerating our client’s business growth and financial bottom line BUILDING FOR YOUR VALUE COMPANY 37 © 2013 BIA/Kelsey. All Rights Reserved.
  • CONTACT www.biakelsey.com (703) 818-2425 | info@biakelsey.com © 2013 BIA/Kelsey. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.