How To Offer What Local Advertisers Want

Local advertising is becoming cross screen with 3 out of 4 buyers utilizing traditional and digital together.

Platforms utilized by local advertisers:
1) Traditional + Digital — 74%
2) Traditional only — 22%
3) Digital only — 3%
4) Other — 1%

The challenge: 72% of local advertisers describe themselves as novice/apprentice. 70% are making marketing decisions without anyone’s help.

More digital: A recent study estimates that local broadcast stations are getting ≈ 5% of their revenue from digital.

Quote from Shereta Williams — President @ Videa:“At a macro level, local TV advertising needs to be able to compete with digital… TV is a much better value for advertisers, local broadcast in particular because there’s such a strong connection to the viewer, but if it’s too difficult to buy TV, then it becomes easy for advertisers and agencies to default to digital.”

Flashback: BIA/Kelsey: Local Ad Revenue To Hit $174B; OnRise Through 2021

Top platforms for $174b local spend (% of total):
1) Direct Mail: $37.1b (25%)
2) Local TV: $20.9b (14%)
3) Online / Interactive: $18.6b (11%)
4) Newspapers: $16b (11%)
5) Mobile: $16b (11%)
6) Local Radio: $15.6b (10%)

More:
1) The Case for Advertising on Local TV News

2) Local Political Ads Expected To Boost OTT Ad Growth

The post How To Offer What Local Advertisers Want appeared first on Cross Screen Media.