News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
BIA/Kelsey: Local Online ad revenues to push $150b by 2016
The local ad space is heating up, particularly online. According to a new forecast from BIA/Kelsey, the local, online space will see more than 13% growth through 2012. By 2016 the local ad spend is expected to surpass $150 billion. As traditional media spending slows, forecasters from the company believe more ad dollars will be pushed into Online/Interactive spending.
By 2016 the BIA/Kelsey forecast predicts businesses will spend more than $151 billion on local advertising, with 27.6% spent in Direct Mail, 14% in TV and 13% in Newspapers; 10.7% of that spend will be in the online/interactive space. But, this year, the online/interactive spend is expected to see 13.1% growth.
"We continue to see a dramatic increase in spending on online media and it is fundamentally changing the media planning and buying process for advertisers," said Mark Fratrik, vice president and chief economist, BIA/Kelsey. "As businesses examine their advertising opportunities, the trend is moving toward building a coordinated ad plan across different platforms, with different messages across different media. With traditional media getting more than three-quarters of the total local media ad budget, coordination between traditional and online media is the best way to explore how to effectively optimize new media, such as social networks and online video, to increase the chance of achieving business goals."
Specific to 2012, BIA/Kelsey predicts mobile search will grow by more than 77% while online video will see ad increases of nearly 52%. Local-Social spending is expected to increase by 26.3%.
For some local media, including newspapers, BIA/Kelsey predicts the only ad growth seen will be in the digital realm.
- Top 3 tips to improve webrooming abilities
- BlueKai rolls out 3rd party data options
- Reports: Social, Cloud offering assist to small businesses
- App Store hits 50 billion milestone, Google Play not far behind
- IBM: Mother's Day shopping goes mobile
- Service industry occupations not safe from technology
- How webrooming is taking over ecommerce
- Report: Strong digital presence key to success
Featured White Papers
- Top 10 Online Brand Protection Strategies for 2013
Whether stealing web traffic, pirating digital content or selling counterfeit goods, online scammers are sure to continue highjacking brands for...
- Get Serious About Email Marketing
Small business success starts with a solid email foundation. If you're a small business with limited resources, you need an...
- The Essential Guide to Internet Marketing
Learn the latest tips and tricks to online marketing by downloading the latest edition of our most popular ebook! Whether...
- Smarter Service: The Contact Center of the Future
Today's consumers expect better service, better products, and better communication with retailers. Without a single view of the customer across...
- 9 Reasons Why Your Email Campaign Is Failing
When you analyze your email marketing program, what is your email data telling you? Measuring your data can be difficult,...
- Deliver Extraordinary Customer Experience
Competition is fierce in today's economy and customers know this. They can easily search the Internet to find companies that...