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Sponsors & Partners
© 2018 BIA Advisory Services. All Rights Reserved.
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Today’s Agenda & Discussants
Dave PierpontSVP Performance
MediaAnsira
Jared ShustermanCEO
SproutLoud
Frost PrioleauCEO
Simpli.fi
Welcome!
• LaaS Defined
• Marketplace Forecast
• 6 Questions with Expert Answers
• Polls and Surveys
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Poll Question 1
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National brands want to both look good at the local level and drive engagement.
According to BIA estimates, by 2022, national brands will spend $74.8 billion in paid media to reach local audiences through a variety of channels including direct buying and funding through co-op and market development fund programs.
The rise of local marketing automation, aka, “through channel marketing automation,” has reshaped the ecosystem for brands, agencies, local affiliates, and both digital and traditional media.
BIA uses the label “Local as a Service” (LaaS) to designate companies that exist to connect national brands to local consumers leveraging technology, platforms, data, and automation.
• Our research examines how MarTech is disrupting brand to local channels and activation and how brand marketing is evolving in local markets.
• LaaS platforms enable data-driven, automated targeting and activation of local media channels.
• This is leading to greater utilization of local media by national marketers.
This panel will address how both national marketers and local media channels win with LaaS platform solutions.
Overview of LaaS
Local as a Service (LaaS) makes it easier for national brands to buy local media
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BIA’s LaaS Reports – Complimentary Downloads
Sector overview, company profiles, case studies
Download both reports:
http://bit.ly/LaasReports
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Source: BIA U.S. Advertising Forecast 2019
National Brands to Spend $15.2B More in Local Media
Local media for national brands rising from $59.6B to $74.6B by 2022
$59.6 $63.7 $65.3 $69.3 $70.7 $74.8
$34.4 $36.0 $36.8 $37.8 $38.8 $41.6
$46.9 $48.8 $50.9 $53.2 $56.0 $59.2 $140.9
$148.6 $153.0$160.4 $165.4
$175.6
$0
$20
$40
$60
$80
$100
$120
$140
$160
$180
$200
2017 2018 2019 2020 2021 2022
SMB
Local,non-SMB
National
US$
Bill
ions
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77© 2017 BIA/Kelsey. All Rights Reserved. | 7© 2018 BIA/Kelsey. All Rights Reserved. |
Let’s meet our panelistsQuick Intros
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FROST PRIOLEAUCEO and Co-Founder
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THE EVOLUTION OFLOCALIZED TARGETING
ZIP CODEDMA GEO-FENCING ADDRESSABLE
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THE PROGRAMMATIC PLATFORM FOR LOCALIZED ADVERTISING
DISPLAYMOBILE VIDEO NATIVEOTT/CTV
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LOCALIZED AUDIENCES
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NATIONAL CAMPAIGNS WITH HIGHLY LOCALIZED AUDIENCES
DELIVERING PERFORMANCE ON HIGH VOLUMES OF LOCALIZED CAMPAIGNS
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AUDIENCE OPTIMIZATIONAt The Local Level
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THE DATA DIFFERENCEUnstructured Data VS. Prepackaged Segments
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The Future of Brand-to-Local Marketing
OnlinePortal
Flexible Funds Management
Integrated Vendors
Integrated Analytics
One Stop Shop for Local Partners
Integrated Marketing Service Providers (MSPs)
Eliminate Vendor Management
Influence Behaviors by Offering Different
Funding
Partner Tracks the Performance of Spend
Centralization and Automation Simplifies Marketing
The Future of Local Partner Marketing
Direct Mail
Branded Micro-site
Listings Management
Social Content
PPC
Partner
Newspaper
Radio
Partner Selects Tactic
Partner Logs Into Cloud Portal
Partner Funds
Brand Funds
Digital Display AdsDigital Display Ads
› No Opportunity for Fraud › No Sub-Par Execution › No Claims No Reimbursements
A Single SaaS Solution forthe Partner Marketing Lifecycle
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Ansira
Brand to channel marketing orchestration
Dave PierpontSVP Performance Media
Ansira
What’s going on in the LaaS space?Question 1
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Discussants Answer
Dave PierpontSVP Performance
MediaAnsira
Jared ShustermanCEO
SproutLoud
Frost PrioleauCEO
Simpli.fi
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Goal of Channel Marketing is to Increase Sales Through Partners
Channel marketing challenges by complexity, execution at scale, ROI analytics
Brands face a lot of challenges creating, executing and funding local advertising
57 percent of local business owners opt not to use Co-Op programs because they find the process so difficult.
Only 52 percent of the $70 billion spent on Co-Operative advertising each year gets used because the Co-Op process is so difficult to manage.
83 percent of Brands are putting little to no effort into measuring success because it is so difficult.
https://sproutloud.com/blogs/the-next-evolution?utm_source=email&utm_medium=pardot&utm_campaign=blog
Jared ShustermanCEO
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The Evolution of Localized Marketing
Addressable programmatic is the “new local.” “Local” has evolved
• DMA• Zip Code• Geofencing• Addressable
Achieve scale and personalization in localized marketing via programmatic platforms.
OTT, Advanced TV, Mobile, Desktop
Addressable programmatic redefines “local”
Frost PrioleauCEO
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Data and Creativity Are Not Enemies
Myths about data. Data and creativity are the best of friends Myth: Data is killing creativity
• Fact: Data helps us do creative better.
Myth: Data is used to cut corners
• Fact: Effectively using data can cut costs and save time.
Myth: Advertisers use data because they are chickens.
• Fact: Data helps us avoid costly mistakes.
Myth: Data isn’t capable of creating emotions.
• Fact: Data allows us to create more meaningful connections.
Dave PierpontSVP Performance
Media
What brands are particularly successful using LaaS platforms?Question 2
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Discussants Answer
Dave PierpontSVP Performance
MediaAnsira
Jared ShustermanCEO
SproutLoud
Frost PrioleauCEO
Simpli.fi
What are the major problems or issues preventing national brands from doing more localized marketing?Question 3
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Discussants Answer
Dave PierpontSVP Performance
MediaAnsira
Jared ShustermanCEO
SproutLoud
Frost PrioleauCEO
Simpli.fi
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2929© 2017 BIA/Kelsey. All Rights Reserved. | 29© 2018 BIA/Kelsey. All Rights Reserved. |
National campaigns are easier for CMOs. How can they execute locally at scale and keep control?Question 4
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Brand-to-Local Marketing– Areas of Conflict
Brand Guidelines
Promotional Conflicts
VendorsCompliance / Process
Products / Messaging
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Poll Question 2
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3232© 2017 BIA/Kelsey. All Rights Reserved. | 32© 2018 BIA/Kelsey. All Rights Reserved. |
Real World Example
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3535© 2017 BIA/Kelsey. All Rights Reserved. | 35© 2018 BIA/Kelsey. All Rights Reserved. |
Do national brands using LaaS solutions buy more local media?Question 5
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Discussants Answer
Dave PierpontSVP Performance
MediaAnsira
Jared ShustermanCEO
SproutLoud
Frost PrioleauCEO
Simpli.fi
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Poll Question 3
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3838© 2017 BIA/Kelsey. All Rights Reserved. | 38© 2018 BIA/Kelsey. All Rights Reserved. |
Final Thoughts?Question 6
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Today’s Discussants
Dave PierpontSVP Performance
MediaAnsira
Jared ShustermanCEO
SproutLoud
Frost PrioleauCEO
Simpli.fi
© 2018 BIA Advisory Services. All Rights Reserved.
#belocalimpact
4040© 2017 BIA/Kelsey. All Rights Reserved. | 40© 2018 BIA/Kelsey. All Rights Reserved. |
Your turn…
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Thank You to our Sponsors & Partners
Focused on Local Impact
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Localized Programmatic Advertising
Data Solutions for Sales Leadership, Management, Sales
and Marketing
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stations.
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Contact Info
Explaining Local
© 2016 BIA/Kelsey. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and
other civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.
© 2018 BIA Advisory Services, LLC. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any
liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.
Rick DuceyManaging Director
BIA Advisory Services703-802-2995
rducey@bia.com
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