About BIA/Kelsey, the Local Media and Advertising Experts

ABOUT BIA/KELSEY
THE LOCAL MEDIA &
ADVERTISING EXPERTS

NOVEMBER 2013

www.biakelsey.com
info@biakelsey.com

Today’s Media World is Ever Evolving
EVOLVING MEDIA WORLD

MULTIPLATFORM
INTERACTIVE
TARGETED
MEASURABLE
REAL-TIME

2
© 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

3

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.

4

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

5

What’s the Truth About the State of the
Industry?

To compete, you must start with a
thorough understanding of the
current market situation and the
 Step 4: Track advertiser trends areas driving the industry
key
forward.



6

Step 1: Acquire a Reliable View of
the Local Media Landscape
To compete, you must
have a thorough
understanding of the
current market
situation, as well as
the key areas driving
the industry forward.

 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

www.biakelsey.com/Research-and-Analysis/Forecasts/

7

Local Media Five-Year Forecast
$155
$151.5
$150
$147.2

US$ Billions

$145
$141.0
$140

$137.5

$135
$132.0

$132.9

$130
$125
$120
2012

2013

2014

2015

2016

2017

Note: Numbers are rounded. Source: BIA/Kelsey’s U.S. Local Media Forecast
(2013-2017) Fall Update 2013
8

Local Ad Market Currently
Dominated by Traditional Media
2012 U.S. Local Media Revenues — $132.0 Billion

Cable
5.2%

*ERPM
1.2%
Online / Interactive
8.2%

Mobile
1.0%
Newspapers Print
14.7%

Magazine
2.1%

Newspapers Online
2.4%

OOH
5.5%
Internet YP
1.5%
Print Yellow Pages
4.1%

Direct Mail
27.1%

Radio Online
0.4%

*ERPM = Email, Reputation and
Presence Management

Radio O-T-A
10.9%
TV Online
0.5%

TV O-T-A
15.3%

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.

9

Steady Shift Toward Digital Media
Traditional

Online/Digital

$160
$140

US$ Billions

$120

$132.0
$23.1

$132.9

$137.5

$141.0

$26.5

$30.7

$35.3

$147.2

$151.5

$39.7

$44.5
Total Media
CAGR 2.8%

$100
$80
$60

$108.9

2012-2017
CAGRs:

Traditional
Media
CAGR -0.3%

$106.4

$106.8

$105.7

$107.5

$107.0

$40
Online/Digital
Media
CAGR 14.0%

$20
$0
2012

2013

2014

2015

2016

2017

Note: Numbers are rounded.

10

Steady Shift Toward Digital Media
Traditional

Online/Digital

22.3%

25.0%

27.0%

29.4%

77.7%

75.0%

73.0%

70.6%

2014

2015

2016

2017

100%
90%

17.5%

19.9%

80%
70%
60%
50%
40%

82.5%

80.1%

30%
20%
10%
0%
2012

2013

11

Local Ad Market Less Dominated
by Traditional Media in 2017
2017 U.S. Local Media Revenues — $151.5 Billion
Newspapers Print
9.1%
*ERPM
1.9%

Newspapers Online
2.4%

Mobile
7.1%
Online /
Interactive
11.7%
Magazine
1.7%

Cable
5.7%

Direct Mail
24.6%

Internet YP
1.9%

OOH
6.0%
*ERPM = Email, Reputation and
Presence Management

Print Yellow Pages
1.5%
Radio Online
0.5%
Radio O-T-A
10.6%

TV O-T-A
14.6%
TV Online
0.7%

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.

12

What is Driving Local Market Ad Dollars?
With an objective 5-year market

outlook from the U.S. Local
Media Forecast,
 Step 5: Understand the changing consumer the next area to
examine is your local market.


13

Step 2: Size the Current & Future
Local Market
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.

 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.

www.biakelsey.com/MAV

MEDIA AD VIEW

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Tracking Local Market Level Ad Spending
2013 - $883 Million
Cable TV Internet ERPM
5.7%
1.5%
YP
1.7%
Magazines
2.5%
OOH
5.8%
Online
9.4%
Radio
10.5%
Print YP
3.5%

Newspapers
16.5%

Austin, TX

Mobile
2.2%

Direct Mail
28.2%

2017 - $1,067 Million
Internet YP
2.0%
Cable TV
5.7%

ERPM
2.0%

TV
12.5%
Magazines
2.1%

Direct Mail
25.8%

OOH
6.3%

Online
12.3%

Mobile
7.5%

Radio
10.4%

Newspapers
12.1%
TV
12.2%

Print YP
1.6%

15

Drilling Into Business Spending
Austin, TX 2013 - $86.9
Million
OOH
2.2%

Online
9.1%

Newspaper
20.8%

Print YP
1.2%

Automobile Dealer Advertising –
Austin, TX vs. Nationwide

Radio
11.1%

Television
28.9%
Nationwide

US 2013 - $12.7 Billion
Mobile
1.4%
Magazines
1.9%
Internet YP
0.7%

OOH
2.0%
ERPM
0.7%

Direct Mail
14.3%

Cable TV
7.7%

Print YP
1.1%

Radio
11.3%

Online
8.4%
Television
33.9%
Newspaper
19.1%

Mobile
1.2%
Magazines
1.5%
Internet YP
0.6%

Cable TV
7.0%
ERPM
0.6%

Direct Mail
13.1%

16

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

17

Who’s Biting at Your Ankles?

Now that you have a
thorough picture of your
market’s landscape, it's
critical market insights
 Step 6: Operate with reliable, actionableto identify and drill
into competitive threats.


18

Step 3: Profile the Competition
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/

 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
19

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

20

So, What Are Advertisers Really Buying?


After developing the best competitive
strategy for your business, it’s time to
focus on the purchasing behaviors of
your advertisers so you
 Step 7: Create a concise strategic roadmap can deliver
compelling advertising opportunities.

21

Step 4: Track Advertiser Trends

How are advertisers using
media and adapting to
new technologies?

 BIA/Kelsey’s Local
Commerce Monitor (LCM)
offers deep insights into how
the actions and intentions of
advertisers have changed
significantly in recent years.

www.biakelsey.com/Research-and-Analysis/SMB-and-Consumer-Research/Local-Commerce-Monitor/

22

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).
23

Mobile Advertising: On a Roll
USED MOBILE A YEAR AGO

USING MOBILE NOW

(Wave 16 Q3/2012)

Wave 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

24

Social: Woven into Advertising & Marketing

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).
25

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 mediumsized businesses (SMBs).

26

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)
27

What’s Turning Consumer Heads?

Equally important to understanding the
 Step 7: Create a concisebuying behaviors of your advertisers, it's
strategic roadmap
critical to know how consumers are
evolving their use of media sources.
28

Step 5: Understand the Changing Consumer

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.

 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.

www.biakelsey.com/Research-and-Analysis/SMB-and-Consumer-Research/Consumer-Commerce-Monitor/

29

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.

30

What’s the Meaningful Story Behind the
Research and Data?
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.


31

Step 6: Operate with
Reliable, Actionable Market Insights
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.

 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.

www.biakelsey.com/Research-and-Analysis/Coverage-Areas/

32

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.
33

Our Expanding Industry Analyst Team
MARK FRATRIK

JED WILLIAMS

VP, Research & Chief Economist

VP Consulting & Sr. Analyst, Social

PETER KRASILOVSKY

RICK DUCEY

VP Conferences, Sr.
Analyst, Loyalty & Transactions

Managing Director

CELINE
MATTHIESSEN
MICHAEL BOLAND

VP, Insights & Analytics

VP Content &
Sr. Analyst, Mobile

CHARLES
LAUGHLIN
SVP & Managing Editor

SUZANNE
ACKLEY
Senior Research
Analyst

STEVE MARSHALL
Director, Research

REBECCA
WEINGARTNER

GEOFF PRICE
VP, Valuations &
Financial Consulting

ABID CHAUDHRY

Associate Analyst

Sr. Dir., Industry
Strategy & Insight

JEANNE DIXON DATILLO
Sr. Analyst, Media Valuations

MESHACH CISERO
Associate Analyst
34

What’s the Win-Win for a Business?

Data is great and research is
 Step 3: Profile the competition interesting – but unless it drives
value for your business, it’s
 Step 4: Track advertiser trends essentially meaningless. How
can you put it all together to
create a strategic roadmap
that drives your business?


35

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.

Building a Multi-Platform
Product & Sales Strategy
Market research and sales
transformation

www.biakelsey.com/Consulting/

Due Diligence & Strategy for
Entering a New Market
Competitive intelligence and
due diligence

Transforming Mobile Platforms
Into Revenue Centers
Product development, mobile
advertising, sales strategy
36

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

RESULT:
Accelerating our client’s
business growth and
financial bottom line

BUILDING
FOR

YOUR

VALUE
COMPANY
37

CONTACT
www.biakelsey.com
(703) 818-2425 | info@biakelsey.com

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.

About BIA/Kelsey, the Local Media and Advertising Experts

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