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BIA/Kelsey is the leading research and advisory company focused on the local advertising marketplace. Our research-driven data, strategic analysis and competitive intelligence can help you make the right decisions, every day. Our goal is to help you leverage the real business opportunities inherent in this growth to solidify your leadership position. Deck contains our local media five-year forecast, information from our Consumer Commerce Monitor and Local Commerce Monitor surveys and more.
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© 2013 BIA/Kelsey. All Rights Reserved.
Today’s Media World is Ever Evolving
EVOLVING MEDIA WORLD
MULTIPLATFORM
INTERACTIVE
TARGETED
MEASURABLE
REAL-TIME
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© 2013 BIA/Kelsey. All Rights Reserved.
What’s Your Path to Business Growth?
Understand marketplace dynamics
Identify, analyze and manage competition
Base decisions on reliable, actionable market insights
Align resources efficiently to drive operations
Make investments in growth opportunities
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© 2013 BIA/Kelsey. All Rights Reserved.
BIA/Kelsey Knows Local
Local media advertising revenues will climb to $151.5 billion in 2017, according to our U.S. Local Media Forecast (2012-2017).
Our goal is to help you leverage the real business opportunities inherent in this growth to solidify your leadership position.
BIA/Kelsey is the leading research and advisory company focused on the local advertising marketplace.
Our research-driven data, strategic analysis and competitive intelligence can help you make the right decisions, every day.
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© 2013 BIA/Kelsey. All Rights Reserved.
How We Help Clients Lead In Local
Step 1: Acquire reliable view of the local media landscape
Step 2: Size the current and future local market
Step 3: Profile the competition
Step 4: Track advertiser trends
Step 5: Understand the changing consumer
Step 6: Operate with reliable, actionable market insights
Step 7: Create a concise strategic roadmap
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© 2013 BIA/Kelsey. All Rights Reserved.
What’s the Truth About the State of the Industry?
Step 1: Acquire reliable view of the local media landscape
Step 2: Size the current and future local market
Step 3: Profile the competition
Step 4: Track advertiser trends
Step 5: Understand the changing consumer
Step 6: Operate with reliable, actionable market insights
Step 7: Create a concise strategic roadmap
To compete, you must start with a thorough understanding of the current market situation and the key areas driving the industry forward.
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© 2013 BIA/Kelsey. All Rights Reserved.
Step 1: Acquire a Reliable View of the Local Media Landscape
BIA/Kelsey continually monitors the local media marketplace.
Twice annually, we build a U.S. Local Media forecast that brings together projections for each media segment
The forecast offers a holistic view of the U.S. local advertising picture
U.S. LOCAL MEDIA FORECAST
To compete, you must have a thorough understanding of the current market situation, as well as the key areas driving the industry forward.
www.biakelsey.com/Research-and-Analysis/Forecasts/
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© 2013 BIA/Kelsey. All Rights Reserved.
Local Media Five-Year Forecast
2012 2013 2014 2015 2016 2017$120
$125
$130
$135
$140
$145
$150
$155
$132.0$132.9
$137.5
$141.0
$147.2
$151.5U
S$
Bill
ion
s
Note: Numbers are rounded. Source: BIA/Kelsey’s U.S. Local Media Forecast (2013-2017) Fall Update 2013
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© 2013 BIA/Kelsey. All Rights Reserved.
Local Ad Market Currently Dominated by Traditional Media
Newspapers Print14.7%
Newspapers Online2.4%
Direct Mail27.1%
TV O-T-A15.3%TV Online
0.5%
Radio O-T-A10.9%
Radio Online0.4%
Print Yellow Pages4.1%
Internet YP1.5%
OOH5.5%
Cable5.2%
Magazine2.1%
Online / Interactive8.2%
*ERPM1.2%
Mobile1.0%
2012 U.S. Local Media Revenues — $132.0 Billion
*ERPM = Email, Reputation and Presence Management
Digital revenues associated with traditional media (e.g., websites associated with local TV stations, local radio stations, newspapers and magazines) are included in the revenues for the traditional media. Revenues for Internet Yellow Pages that are associated with print Yellow Pages are included in the overall Yellow Pages media category.
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© 2013 BIA/Kelsey. All Rights Reserved.
Steady Shift Toward Digital Media
2012 2013 2014 2015 2016 2017$0
$20
$40
$60
$80
$100
$120
$140
$160
$108.9 $106.4 $106.8 $105.7 $107.5 $107.0
$23.1 $26.5 $30.7 $35.3 $39.7 $44.5
Traditional Online/Digital
US
$ B
illio
ns
Note: Numbers are rounded.
2012-2017CAGRs:
Total MediaCAGR 2.8%
Traditional Me-dia
CAGR -0.3%
Online/Digital Media
CAGR 14.0%
$132.9
Note: Numbers are rounded.
$132.0$137.5 $141.0 $147.2 $151.5
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© 2013 BIA/Kelsey. All Rights Reserved.
Steady Shift Toward Digital Media
2012 2013 2014 2015 2016 20170%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
82.5% 80.1% 77.7% 75.0% 73.0% 70.6%
17.5% 19.9% 22.3% 25.0% 27.0% 29.4%
Traditional Online/Digital
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© 2013 BIA/Kelsey. All Rights Reserved.
Local Ad Market Less Dominatedby Traditional Media in 2017
Newspapers Print9.1%
Newspapers Online2.4%
Direct Mail24.6%
TV O-T-A14.6%
TV Online0.7%
Radio O-T-A10.6%
Radio Online0.5%
Print Yellow Pages1.5%
Internet YP1.9%
OOH6.0%
Cable5.7%
Magazine1.7%
Online / Interactive11.7%
*ERPM1.9%
Mobile7.1%
2017 U.S. Local Media Revenues — $151.5 Billion
*ERPM = Email, Reputation and Presence Management
Digital revenues associated with traditional media (e.g., websites associated with local TV stations, local radio stations, newspapers and magazines) are included in the revenues for the traditional media. Revenues for Internet Yellow Pages that are associated with print Yellow Pages are included in the overall Yellow Pages media category.
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© 2013 BIA/Kelsey. All Rights Reserved.
What is Driving Local Market Ad Dollars?
Step 1: Acquire reliable view of the local media landscape
Step 2: Size the current and future local market
Step 3: Profile the competition
Step 4: Track advertiser trends
Step 5: Understand the changing consumer
Step 6: Operate with reliable, actionable market insights
Step 7: Create a concise strategic roadmap
With an objective 5-year market outlook from the U.S. Local Media Forecast, the next area to examine is your local market.
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© 2013 BIA/Kelsey. All Rights Reserved.
Step 2: Size the Current & Future Local Market
To track local ad dollars, BIA/Kelsey’s Media Ad View Plus examines what businesses are spending in every local market and breaks down the ad spend into estimates for 94 different advertiser categories.
MEDIA AD VIEW
The local marketplace is packed with traditional and digital media companies competing for advertiser budgets.
While traditional media companies hold a dominant position, digital and mobile alternatives continue to attract more ad dollars.
www.biakelsey.com/MAV
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© 2013 BIA/Kelsey. All Rights Reserved.
Tracking Local Market Level Ad Spending
Austin, TX
Direct Mail
28.2%
TV12.5%
Newspapers16.5%
Radio10.5%
Print YP3.5%
Online9.4%
OOH5.8%
Mag-azine
s2.5%
Cable TV
5.7%
Internet YP1.7% ERPM
1.5% Mobile2.2%
2013 - $883 Million
Direct Mail25.8%
TV12.2%
Newspapers12.1%
Radio10.4%
Print YP1.6%
Online12.3%
OOH6.3%
Mag-azine
s2.1%
Cable TV5.7%
Internet YP
2.0%ERPM2.0% Mobile
7.5%
2017 - $1,067 Million
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© 2013 BIA/Kelsey. All Rights Reserved.
Drilling Into Business Spending
Automobile Dealer Advertising – Austin, TX vs. Nationwide
Nationwide
Cable TV7.7%
Direct Mail14.3%
ERPM0.7%
Internet YP
0.7%
Mag-azine
s1.9%
Mobile1.4%
News-paper20.8%
Online9.1%
OOH2.2%
Print YP1.2%
Radio11.1%
Television28.9%
Austin, TX 2013 - $86.9 Mil-lion
Cable TV
7.0%Direct Mail
13.1%ERPM0.6%
Internet YP
0.6%
Mag-azine
s1.5%
Mobile1.2%
Newspaper19.1%
Online8.4%
OOH2.0%
Print YP
1.1% Radio11.3%
Television33.9%
US 2013 - $12.7 Billion
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© 2013 BIA/Kelsey. All Rights Reserved.
Capturing Online Dollars
ONLINE local advertising will exceed $1 billion in 2013 for six different advertising categories. Top two:
TECHNOLOGY ($2.2B)
RETAIL ($1.9B)
ONLINE and MOBILE are the top growing ad channels. By 2017:
REAL ESTATE will increase its online ad spend to 42.0%
AUTOMOTIVE dealers will focus on video, spending 11.4% of their $2.4 billion online ad budget on video display
Quick service RESTAURANT category (subset of restaurants) will increase its online spending from $335.9 million to $497.4 million
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© 2013 BIA/Kelsey. All Rights Reserved.
Who’s Biting at Your Ankles?
Step 1: Acquire reliable view of the local media landscape
Step 2: Size the current and future local market
Step 3: Profile the competition
Step 4: Track advertiser trends
Step 5: Understand the changing consumer
Step 6: Operate with reliable, actionable market insights
Step 7: Create a concise strategic roadmap
Now that you have a thorough picture of your market’s landscape, it's critical to identify and drill into competitive threats.
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© 2013 BIA/Kelsey. All Rights Reserved.
Step 3: Profile the Competition
BIA/Kelsey’s Competitive Intelligence service follows a formal process to examine traditional and online competition, their competitive offers, pricing, strengths and weaknesses.
COMPETITIVE INTELLIGENCE
Online solutions continue to emerge, from pure play online providers and from traditional media companies.
This crowded environment makes it necessary– yet difficult – to be aware of all the competitors splitting the ad pie.
www.biakelsey.com/Research-and-Analysis/Competitive-Intelligence/
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© 2013 BIA/Kelsey. All Rights Reserved.
Competitive Intelligence Matrix
To gain a competitive position, it’s critical to understand your competitors to decide the best choice of action
We help companies with:
Competitive company reviews and product research
Market landscape sizing and description
Market entry and exits Pricing strategies and tactics Analysis and insight
generation to drive Innovation Sales training outsourcing CI employee and team
training
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© 2013 BIA/Kelsey. All Rights Reserved.
So, What Are Advertisers Really Buying?
Step 1: Acquire reliable view of the local media landscape
Step 2: Size the current and future local market
Step 3: Profile the competition
Step 4: Track advertiser trends
Step 5: Understand the changing consumer
Step 6: Operate with reliable, actionable market insights
Step 7: Create a concise strategic roadmap
After developing the best competitive strategy for your business, it’s time to focus on the purchasing behaviors of your advertisers so you can deliver compelling advertising opportunities.
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© 2013 BIA/Kelsey. All Rights Reserved.
Step 4: Track Advertiser Trends
BIA/Kelsey’s Local Commerce Monitor (LCM) offers deep insights into how the actions and intentions of advertisers have changed significantly in recent years.
How are advertisers using media and adapting to new technologies?
www.biakelsey.com/Research-and-Analysis/SMB-and-Consumer-Research/Local-Commerce-Monitor/
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© 2013 BIA/Kelsey. All Rights Reserved.
Mobile Payments: Valid Option
ADVERTISERS
Source: Local Commerce Monitor” (LCM) Wave 17, Q3/2013. BIA/Kelsey’s ongoing study of the advertising behaviors of small and medium-sized businesses (SMBs).
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© 2013 BIA/Kelsey. All Rights Reserved.
Mobile Advertising: On a Roll
USED MOBILE A YEAR AGO(Wave 16 Q3/2012)
USING MOBILE NOWWave 17 (Q3/2012)
Increase in use by Plus Spenders: 40% (Wave 16) to 53% (Wave 17). Source: Local Commerce Monitor” (LCM) Wave 17, Q3/2013. BIA/Kelsey’s ongoing study of the advertising behaviors of small and medium-sized businesses (SMBs). LCM Wave 16 (Q3/2012) where relevant
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© 2013 BIA/Kelsey. All Rights Reserved.
Social: Woven into Advertising & Marketing
Source: Local Commerce Monitor” (LCM) Wave 17, Q3/2013. BIA/Kelsey’s ongoing study of the advertising behaviors of small and medium-sized businesses (SMBs).
ADVERTISERS
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© 2013 BIA/Kelsey. All Rights Reserved.
Franchisors: Committed to Online Presence of Franchises
Source: Local Commerce Monitor” (LCM) Wave 17, Q3/2013. BIA/Kelsey’s ongoing study of the advertising behaviors of small and medium-sized businesses (SMBs).
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© 2013 BIA/Kelsey. All Rights Reserved.
SMBs and Customer Loyalty Programs
Source: Local Commerce Monitor” (LCM – Wave 17). BIA/Kelsey’s ongoing study of the advertising behaviors of small and medium-sized businesses (SMBs)
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© 2013 BIA/Kelsey. All Rights Reserved.
What’s Turning Consumer Heads?
Step 1: Acquire reliable view of the local media landscape
Step 2: Size the current and future local market
Step 3: Profile the competition
Step 4: Track advertiser trends
Step 5: Understand the changing consumer
Step 6: Operate with reliable, actionable market insights
Step 7: Create a concise strategic roadmapEqually important to understanding the buying behaviors of your advertisers, it's critical to know how consumers are evolving their use of media sources.
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© 2013 BIA/Kelsey. All Rights Reserved.
Step 5: Understand the Changing Consumer
BIA/Kelsey’s Consumer Commerce Monitor™ (CCM) provides insights on how U.S. consumers are evolving their use of traditional and online information sources to find and locate local serving businesses.
The rapid growth of smart phones and tablets is having a significant impact on the way consumers are making purchase decisions.
Critical to servicing any advertiser is understanding the thought process of customers.
www.biakelsey.com/Research-and-Analysis/SMB-and-Consumer-Research/Consumer-Commerce-Monitor/
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© 2013 BIA/Kelsey. All Rights Reserved.
How Are Users Consuming Media?
RECENT FINDINGS: Consumers use a wide variety of both traditional
and digital media to find and shop for local services and products
This behavior parallels the fragmentation seen in use of media by small businesses.
Consumers are making more appointments online for services like auto, beauty, and healthcare.
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© 2013 BIA/Kelsey. All Rights Reserved.
What’s the Meaningful Story Behind the Research and Data?
Step 1: Acquire reliable view of the local media landscape
Step 2: Size the current and future local market
Step 3: Profile the competition
Step 4: Track advertiser trends
Step 5: Understand the changing consumer
Step 6: Operate with reliable, actionable market insights
Step 7: Create a concise strategic roadmap
Building on our forecasts, competitive intelligence and advertiser and consumer research, BIA/Kelsey offers forward-thinking market insights that provide a 360-degree view into how your business can grow.
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© 2013 BIA/Kelsey. All Rights Reserved.
Step 6: Operate with Reliable, Actionable Market Insights
We work with every client to determine the data and analysis they need to propel their business forward. Use us as your catalyst for success.
BIA/Kelsey packages its forecasts, research, reports and analyst team to give you direct access to the information most valuable for your business.
We offer deep intelligence about the market's direction and viable economic
opportunities.
www.biakelsey.com/Research-and-Analysis/Coverage-Areas/
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© 2013 BIA/Kelsey. All Rights Reserved.
Key Coverage Areas
ONLINE SEARCH/MARKETING – Marketing intelligence on local online and mobile search, as well as email, reputation and presence management (ERPM).
MOBILE – Research and analysis of the geolocal advertising opportunity.
SOCIAL – Directional analysis of the growing and dynamic social media ecosystem.
LOYALTY & TRANSACTIONS – Examination of the emerging loyalty and transaction marketing solutions sector.
VIDEO – Intelligence on leveraging video media assets and inventory in local markets.
YELLOW PAGES – Analysis and strategic resources for global print and Internet Yellow Pages.
SALES FORCE TRANSFORMATION – Analysis and case study examinations of the rapid changes in digital media sales.
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© 2013 BIA/Kelsey. All Rights Reserved.
Our Expanding Industry Analyst Team
JED WILLIAMSVP Consulting & Sr. Analyst, Social
PETER KRASILOVSKYVP Conferences, Sr. Analyst,
Loyalty & Transactions
GEOFF PRICEVP, Valuations &
Financial Consulting
MICHAEL BOLANDVP Content &
Sr. Analyst, Mobile
JEANNE DIXON DATILLOSr. Analyst, Media Valuations
SUZANNE ACKLEYSenior Research Analyst
MARK FRATRIKVP, Research & Chief Economist
CHARLES LAUGHLINSVP & Managing Editor
RICK DUCEYManaging Director
CELINE MATTHIESSENVP, Insights & Analytics
STEVE MARSHALLDirector, Research
REBECCAWEINGARTNERAssociate Analyst
MESHACH CISEROAssociate Analyst
ABID CHAUDHRYSr. Dir., Industry Strategy & Insight
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© 2013 BIA/Kelsey. All Rights Reserved.
What’s the Win-Win for a Business?
Step 1: Acquire reliable view of the local media landscape
Step 2: Size the current and future local market
Step 3: Profile the competition
Step 4: Track advertiser trends
Step 5: Understand the changing consumer
Step 6: Operate with reliable, actionable market insights
Step 7: Create a concise strategic roadmap
Data is great and research is interesting – but unless it drives value for your business, it’s essentially meaningless. How can you put it all together to create a strategic roadmap that drives your business?
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© 2013 BIA/Kelsey. All Rights Reserved.
Due Diligence & Strategy for Entering a New MarketCompetitive intelligence and due diligence
Step 7: Create a Concise Strategic Roadmap
It’s your business – you need a plan designed for you. That’s what we do.
As the leading expert in cross-platform local advertising, BIA/Kelsey can help design a business strategy that drives new levels of success for radio companies.
Transforming Mobile Platforms Into Revenue CentersProduct development, mobile advertising, sales strategy
Building a Multi-Platform Product & Sales StrategyMarket research and sales transformation
www.biakelsey.com/Consulting/
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© 2013 BIA/Kelsey. All Rights Reserved.
Services That Drive Growth and Revenue
BIA/Kelsey’s local media & advertising expertise helps clients: Understand the dynamics of your local marketplace Identify, analyze and manage the competition Base decisions on reliable, actionable market insights Align resources efficiently to drive operations Make investments in newly identified growth opportunities
BUILDING VALUE
FOR YOUR COMPANY
Accelerating our client’s business growth and financial bottom line
RESULT:
CONTACTwww.biakelsey.com(703) 818-2425 | [email protected]
© 2013 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.