Enhanced targeting capabilities are driving accelerated investment by national marketers in local media, according to BIA/Kelsey analysts' local marketing and media predictions for 2017.

Michele Toller, Empower MediaMarketing's VP, offline investment and activation, uses a new BIA/Kelsey report on the 2017 outlook for programmatic in local TV as a jumping-off point about the state of the industry.

Many Eicoff clients are eager to explore the potential of both addressable television and "programmatic" TV options, says SVP/media group director Eileen Bousquet in an interview.

Refusing to buy into walled gardens is hardly a realistic or wise option, given today's overriding mandate for a consumer-led, audience-based strategic approach, agreed executives on a MediaPost television panel.