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State of the Screens

How To Offer What Local Advertisers Want

By April 28, 2018No Comments

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

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.