Financial-services businesses will drive the growth in local mobile advertising.
In 2022, political advertising will hit another record total for broadcast TV -- totaling $3.8 billion for the midterm elections vs. $3.05 billion in 2018, BIA Advisory Services says.
NextGen base revenue is projected to be 22% of all local TV station revenue by 2022. This will boost the relatively stagnant revenue core outlook, partly due to competitive, fast-growing,
digital-first local media.
Despite heavy Nielsen spin -- on- and off-the-record as well as to its investors -- that accreditation of its ratings services doesn't actually matter, the consensus among some of its biggest
customers is that the credibility of its services have been tarnished by the Media Rating Council's suspension of both its national and local services.
Kantar's ad-equity ranking of media channels and brands found that online and mobile games showed the greatest improvement in consumer receptivity. Consumers find gaming ads more "trustworthy,"
"relevant," and "useful" as well as "fun and entertaining." YouTube, Google, and Facebook are still the most trusted social media platforms.
While only 5% of local advertisers believe they have become "over-reliant" on digital, three times as many local agency execs believe their clients have.
Digital media -- especially social and paid search -- dominate local advertisers' media mix, according to a Borrell survey of 2,811 local advertiser media buyers released today. Those also are the
media local advertisers say they are boosting spending for this year. Local TV advertising, both broadcast and cable TV, remain the largest average annual local ad budgets at $111,300 and $48,000,
respectively (see table at bottom).
A study of local ad agencies across the country by Borrell Associates found that 17% are now using TikTok -- "more than double" what Borrell found in its survey six months ago.
Although traditional TV platforms will decline this year, local TV stations' digital efforts will make some gains.
Changes in consumer behavior and attitude will drive shifts in media buying, from location-based targeting and search to out-of-home electronic billboards and fueling stations.
Marketers targeting ads locally have a new type of reference tool. Yelp and Zillow announced a partnership Wednesday naming the top U.S. metro areas for digital nomads, as the prospect of permanent
work-from-home agreements becomes more likely.
What would it mean to your media mix model if you bought people instead of channels? Building out your media campaign with smart data and custom modeling instead of working from the top down. Cadillac
is doing just that with their current audience first approach.
Local traditional media may see strong benefits. Several marketers at small and-medium sized businesses surveyed said they would "return" to advertising with a "shop local" message, Borrell Associates
finds, buying more advertising, increasing social media activity, and broadening their mix. Borrell's latest poll provides insights into January-March 2021 results as well as how marketers' budgets
look for the remainder of the year.
This year's increases won't be enough to wipe out 2020's losses. The ad marketplace won't grow larger than what was seen in 2019 until 2022.
In the wake of a pandemic-disrupted year and declining ad business, just one of the six major TV platforms saw an uptick in ad dollars in 2020: local TV stations' advertising.
At least two-thirds of agencies said they believe targeted forms of advertising such as OTT, social media and addressable had the most impact in 2020, according to Borrell Associates.
Local ad agencies typically work with larger and more sophisticated buyers that historically place their money with brand-building media. In 2020, that changed.
Ad spending in 2021 will be lower than 2019, when an estimated total $161 billion was spent, BIA Advisory Services says. Total U.S. local advertising this year is projected to be down 17% from 2019,
to a total $134.1 billion. BIA says it does not expect a full recovery until 2022.
Among the agency execs Borrell surveyed, 57% said budgets for OTT and CTV ad buys came from broadcast TV and 42% cited cable tv, with radio at 25%, print at 23%, paid search at 5% and social media at
Brands find it hard to scale multilocation marketing and maintain brand consistency, Forrester reports.
Search volume is a strong indicator of what people think and do, and several companies are tracking progress through Google Search. Volume is leaning toward out-of-home activities, although many
keywords are trending down from the prior week, according to Robert W. Baird Analyst Colin Sebastian, who has been keeping an eye on trending keywords in Google search.
Advertising across all media platforms is forecast to total $144.3 billion this year, says BIA Advisory Services -- a 10.6% drop from the projection of $161.3 billion that the local media analysis
company made in November 2019.
Comscore is launching a faster local TV ratings service with a turnaround of 48 hours. Previously, it took two weeks for TV stations to get TV ratings data from the media research company. Comscore's
QuickScore is available to 32 markets -- the top 30 markets as well as the Columbus, Ohio and Hartford, Conn. local markets. It will report initial ratings for ABC, CBS, NBC and Fox affiliates in
these markets, as well as major independent stations.
Three in four hyper-local, independent news sites fear they are at risk of having to close down over COVID-19, "Press Gazette" reports.
Local political advertising is poised to pull in higher record levels than previously estimated -- up 8% to $7.1 billion in 2020, according to a new projection from BIA Advisory Services. BIA Advisory
Services is raising an earlier estimate by $500 million from its estimate of $6.6 billion this past fall.
The latest AA/Warc figures show national newspapers have stabilised revenue, while magazines plummet further.
Out-of-home advertising revenue rose 7% to $1.98 billion in the third quarter from the prior year, bringing the year-to-date total to $6.44 billion, according to data compiled by the Out of Home
Advertising Association of America. State Farm, Geico, McDonald's Apple, Amazon, AT&T, Anheuser-Busch, Coca-Cola, CBS and Comcast were the biggest spenders on OOH, a category that includes billboards,
street furniture, transit and place-based media such as in-cinema ads.
Local OTT platforms will climb to $857 million this year vs. $598 million in 2018, BIA Advisory Services says. Local OTT ad revenues are forecast to more than double to $2.13 billion in four years.
Most TV news skews older. NBC is trying to change that with LX, which targets 18-45 viewers with a streaming TV network.
Traditional media still dominate spend, but various digital channels are seeing increases, while print continues to be targeted for cuts. Targeting -- geotargeting, but also behavioral and
transactional -- is a key tactic.