Weitere Ă€hnliche Inhalte Ăhnlich wie About BIA/Kelsey, the Local Media and Advertising Experts (20) KĂŒrzlich hochgeladen (20) About BIA/Kelsey, the Local Media and Advertising Experts2. Todayâs Media World is Ever Evolving
EVOLVING MEDIA WORLD
MULTIPLATFORM
INTERACTIVE
TARGETED
MEASURABLE
REAL-TIME
2
© 2013 BIA/Kelsey. All Rights Reserved.
3. Whatâs 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.
4. BIA/Kelsey Knows Local
ï§ Local media advertising revenues will climb to $151.5 billion in
2017, according to our U.S. Local Media Forecast (2012-2017).
ï§ Our goal is to help you leverage the real business opportunities
inherent in this growth to solidify your leadership position.
ï§ BIA/Kelsey is the leading research and advisory company
focused on the local advertising marketplace.
ï§ 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.
5. How We Help Clients Lead In Local
ï§ Step 1: Acquire reliable view of the local media landscape
ï§ Step 2: Size the current and future local market
ï§ Step 3: Profile the competition
ï§ Step 4: Track advertiser trends
ï§ Step 5: Understand the changing consumer
ï§ Step 6: Operate with reliable, actionable market insights
ï§ Step 7: Create a concise strategic roadmap
5
© 2013 BIA/Kelsey. All Rights Reserved.
6. Whatâs the Truth About the State of the
Industry?
ï§ Step 1: Acquire reliable view of the local media landscape
ï§ Step 2: Size the current and future local market
To compete, you must start with a
ï§ Step 3: Profile the competition
thorough understanding of the
current market situation and the
ï§ Step 4: Track advertiser trends areas driving the industry
key
forward.
ï§ Step 5: Understand the changing consumer
ï§ Step 6: Operate with reliable, actionable market insights
ï§ Step 7: Create a concise strategic roadmap
6
© 2013 BIA/Kelsey. All Rights Reserved.
7. 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.
ï§ BIA/Kelsey continually monitors
the local media marketplace.
ï§ Twice annually, we build a U.S.
Local Media forecast that
brings together projections for
each media segment
ï§ 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.
8. 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/Kelseyâs U.S. Local Media Forecast
(2013-2017) Fall Update 2013
8
© 2013 BIA/Kelsey. All Rights Reserved.
9. Local Ad Market Currently
Dominated by Traditional Media
2012 U.S. Local Media Revenues â $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
10. 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.
11. 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.
12. Local Ad Market Less Dominated
by Traditional Media in 2017
2017 U.S. Local Media Revenues â $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
13. What is Driving Local Market Ad Dollars?
ï§ Step 1: Acquire reliable view of the local media landscape
ï§ Step 2: Size the current and future local market
ï§ Step 3: Profile the competition
With an objective 5-year market
ï§ Step 4: Track advertiser trends
outlook from the U.S. Local
Media Forecast,
ï§ Step 5: Understand the changing consumer the next area to
examine is your local market.
ï§ Step 6: Operate with reliable, actionable market insights
ï§ Step 7: Create a concise strategic roadmap
13
© 2013 BIA/Kelsey. All Rights Reserved.
14. 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.
ï§ To track local ad
dollars, BIA/Kelseyâs 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.
15. 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.
16. 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 â
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
17. 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.
18. Whoâs Biting at Your Ankles?
ï§ Step 1: Acquire reliable view of the local media landscape
ï§ Step 2: Size the current and future local market
ï§ Step 3: Profile the competition
ï§ Step 4: Track advertiser trends
Now that you have a
thorough picture of your
ï§ Step 5: Understand the changing consumer
marketâs landscape, it's
critical market insights
ï§ Step 6: Operate with reliable, actionableto identify and drill
into competitive threats.
ï§ Step 7: Create a concise strategic roadmap
18
© 2013 BIA/Kelsey. All Rights Reserved.
19. 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 necessaryâ yet
difficult â to be aware of all
the competitors splitting
the ad pie.
www.biakelsey.com/Research-and-Analysis/Competitive-Intelligence/
ï§ BIA/Kelseyâs 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.
20. Competitive Intelligence Matrix
ï§ To gain a competitive position, itâs critical to understand
your competitors to decide the best choice of action
ï§ We help companies with:
ï§ Competitive company reviews
and product research
ï§ Market landscape sizing and
description
ï§ Market entry and exits
ï§ Pricing strategies and tactics
ï§ Analysis and insight
generation to drive Innovation
ï§ Sales training outsourcing
ï§ CI employee and team
training
20
© 2013 BIA/Kelsey. All Rights Reserved.
21. So, What Are Advertisers Really Buying?
ï§ Step 1: Acquire reliable view of the local media landscape
ï§ Step 2: Size the current and future local market
ï§ Step 3: Profile the competition
ï§ Step 4: Track advertiser trends
ï§ Step 5: Understand the changing consumer
After developing the best competitive
strategy for your business, itâs time to
ï§ Step 6: Operate with reliable, actionable market insights
focus on the purchasing behaviors of
your advertisers so you
ï§ Step 7: Create a concise strategic roadmap can deliver
compelling advertising opportunities.
21
© 2013 BIA/Kelsey. All Rights Reserved.
22. Step 4: Track Advertiser Trends
How are advertisers using
media and adapting to
new technologies?
ï§ BIA/Kelseyâs 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.
23. Mobile Payments: Valid Option
ADVERTISERS
Source: Local Commerce Monitorâ (LCM) Wave 17, Q3/2013. BIA/Kelseyâs ongoing study of the
advertising behaviors of small and medium-sized businesses (SMBs).
23
© 2013 BIA/Kelsey. All Rights Reserved.
24. 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 Monitorâ (LCM) Wave 17, Q3/2013. BIA/Kelseyâs 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
25. Social: Woven into Advertising & Marketing
ADVERTISERS
Source: Local Commerce Monitorâ (LCM) Wave 17, Q3/2013. BIA/Kelseyâs
ongoing study of the advertising behaviors of small and medium-sized businesses
(SMBs).
25
© 2013 BIA/Kelsey. All Rights Reserved.
26. Franchisors: Committed to Online
Presence of Franchises
Source: Local Commerce
Monitorâ (LCM) Wave
17, Q3/2013. BIA/Kelseyâs
ongoing study of the advertising
behaviors of small and mediumsized businesses (SMBs).
26
© 2013 BIA/Kelsey. All Rights Reserved.
27. SMBs and Customer Loyalty Programs
Source: Local Commerce Monitorâ (LCM
â Wave 17). BIA/Kelseyâs ongoing study
of the advertising behaviors of small and
medium-sized businesses (SMBs)
27
© 2013 BIA/Kelsey. All Rights Reserved.
28. Whatâs Turning Consumer Heads?
ï§ Step 1: Acquire reliable view of the local media landscape
ï§ Step 2: Size the current and future local market
ï§ Step 3: Profile the competition
ï§ Step 4: Track advertiser trends
ï§ Step 5: Understand the changing consumer
ï§ Step 6: Operate with reliable, actionable market insights
Equally important to understanding the
ï§ 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.
29. 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.
ï§ BIA/Kelseyâs Consumer
Commerce Monitorâą (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.
30. How Are Users Consuming Media?
ï§ RECENT FINDINGS:
ï§ Consumers use a wide variety of both traditional
and digital media to find and shop for local
services and products
ï§ This behavior parallels the fragmentation seen in
use of media by small businesses.
ï§ Consumers are making more appointments online
for services like auto, beauty, and healthcare.
30
© 2013 BIA/Kelsey. All Rights Reserved.
31. Whatâs the Meaningful Story Behind the
Research and Data?
ï§ Step 1: Acquire reliable view of the local media landscape
Building on our forecasts, competitive
ï§ Step 2: Size the current and future local market
intelligence and advertiser and
consumer research, BIA/Kelsey offers
ï§ Step 3: Profile the competition
forward-thinking market insights that
provide a 360-degree view into how
ï§ Step 4: Track advertiser trends
your business can grow.
ï§ Step 5: Understand the changing consumer
ï§ Step 6: Operate with reliable, actionable market insights
ï§ Step 7: Create a concise strategic roadmap
31
© 2013 BIA/Kelsey. All Rights Reserved.
32. 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.
ï§ 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.
33. Key Coverage Areas
ï§ ONLINE SEARCH/MARKETING â Marketing intelligence on local
online and mobile search, as well as email, reputation and presence
management (ERPM).
ï§ MOBILE â Research and analysis of the geolocal advertising
opportunity.
ï§ SOCIAL â Directional analysis of the growing and dynamic social
media ecosystem.
ï§ LOYALTY & TRANSACTIONS â Examination of the emerging loyalty
and transaction marketing solutions sector.
ï§ VIDEO â Intelligence on leveraging video media assets and
inventory in local markets.
ï§ YELLOW PAGES â Analysis and strategic resources for global print
and Internet Yellow Pages.
ï§ SALES FORCE TRANSFORMATION â Analysis and case study
examinations of the rapid changes in digital media sales.
33
© 2013 BIA/Kelsey. All Rights Reserved.
34. 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.
35. Whatâs the Win-Win for a Business?
ï§ Step 1: Acquire reliable view of the local media landscape
ï§ Step 2: Size the current and future local market
Data is great and research is
ï§ Step 3: Profile the competition interesting â but unless it drives
value for your business, itâs
ï§ Step 4: Track advertiser trends essentially meaningless. How
can you put it all together to
create a strategic roadmap
ï§ Step 5: Understand the changing consumer
that drives your business?
ï§ Step 6: Operate with reliable, actionable market insights
ï§ Step 7: Create a concise strategic roadmap
35
© 2013 BIA/Kelsey. All Rights Reserved.
36. Step 7: Create a Concise Strategic Roadmap
ï§ Itâs your business â you need a plan designed for you.
Thatâs what we do.
ï§ 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.
37. Services That Drive Growth and Revenue
ï§ BIA/Kelseyâs local media & advertising expertise helps clients:
ï§
ï§
ï§
ï§
ï§
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 clientâs
business growth and
financial bottom line
BUILDING
FOR
YOUR
VALUE
COMPANY
37
© 2013 BIA/Kelsey. All Rights Reserved.
38. 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.
Hinweis der Redaktion Itâs a unique lens into the thought process of the advertisersâ customers.