With the increased ability to serve ads depending on the physical location of the user (e.g. mobile phone user), local advertising is increasing its effectiveness. This is true not just for local small and medium sized businesses, but also for regional and even national advertisers. An example would be a national advertiser (e.g. Verizon, General Motors, Target) attempting to drive traffic to its local stores or dealer. This is the case for both the Hispanic and general market.
BIA/Kelsey defines local media (off and online) as ad spending by small and medium-sized businesses and national or regional advertisers making local buys. It estimates that the volume of local media was $130.2 billion in 2009 and expects it to grow by 2.2% to $144.9 billion in 2014.
Annually BIA/Kelsey issues an in-depth revenue forecast of the markets it analyze. The forecast draws from proprietary data; company, industry and country information in the public domain; and discussions with clients and non-clients about the direction and pace of development in the local media marketplace. Elements of this forecast are updated periodically during the calendar year.
Source: BIA/Kelsey
| BIA/Kelsey’s U.S. Local Media Annual Forecast (2009-2014) |
2009E |
2014F |
5-Year CAGR |
|
U.S. Local Advertising Revenues
Comprises traditional and online/interactive segments (TV, radio, Yellow Pages, OOH, cable, magazine, newspapers, direct mail, online/interactive, E-mail/reputation management and mobile)
|
$130.2B
|
$144.9B
|
2.2%
|