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New Business Prefers New Ad Platforms

"Newer businesses are much more oriented toward new media," said Matt Booth, BIA/Kelsey's SVP, interactive local media, at an industry gathering. "What you're really seeing here is a demographic shift of sorts." About 44% of new local businesses intend to build pages on social networking sites, like Facebook, further exemplifying their interest in new advertising platforms, he said.

While traditional media sales are slated to grow ever so slightly in the coming year, "robust growth" -- 17.4% -- in interactive advertising is predicted, meaning legacy media companies better get a piece of the $145.2 billion expected to be spent on local advertising by 2014, he said.

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