Out of home (OOH) advertising has long been known for visibility. Increasingly, however, it is proving to drive real consumer action.

In this episode of the Leading Local Insights Podcast, Dave Rivera, VP of Channel Partnerships at Vistar Media, joins BIA’s Celine Matthiessen to discuss the rapid evolution of digital out of home (DOOH) and why more advertisers are prioritizing it in their media mix.

BIA’s latest U.S. Local Advertising Forecast shows OOH spending growing more than 3% annually, with 5% growth expected between 2025 and 2026, and DOOH representing about 42% of total OOH spending.

Rivera explains that OOH often acts as a conversation starter for brands, prompting consumers to search and engage after encountering a message in the real world. In many campaigns, DOOH exposure drives measurable results, including search lifts of up to 80%, while strengthening engagement across social, display, and CTV. Because it reaches people naturally as they go about their day—rather than interrupting them online—OOH today is not just seen, it’s acted on.

In this episode of Leading Local Insights, guest host and media analyst, Mike Boland speaks with Cox Media Group Executive Chairman and veteran broadcast leader Steve Pruett, along with BIA’s Mark Dugan, to examine a more accurate picture and outline a smarter strategic approach that includes broadcast and CTV.

Grounded in BIA’s $10.7B local automotive forecast for 2026, the discussion explores how two-thirds of digital spend coexists with broadcast’s continued strength in delivering scale, trust, and top-of-funnel momentum. CTV is growing, but success comes from portfolio strategy rather than channel substitution.

Drawing on decades of leadership across major markets, Steve offers practical advice for broadcasters navigating dealer dynamics and co-op realities. While dealers have become highly sophisticated in mid- and lower-funnel tactics, when foot traffic slows and website traffic softens, they return to broadcast to refill the funnel.

For broadcasters and media strategists, this episode delivers clarity on balancing reach and precision to win automotive in 2026.

To view the video of the podcast, click here. 

In this episode, BIA’s Rick Ducey sits down with Robert Hawthorne, President of Hawthorne Search, to unpack today’s two-track job market: consolidation and headcount discipline in legacy media versus continued expansion across SaaS, data, and ad tech.

They explore where real job growth is happening, how compensation plans are shifting, why Q1 and early fall are prime hiring windows, and what both employers and candidates are getting wrong about today’s process.

You’ll hear why leading organizations are defining roles around 90-day and 6-to-12-month business outcomes instead of resume checklists and how that shift is changing the way talent competes and teams are built.

If you are hiring, planning a move, or trying to understand where the market is truly heading in 2026, this conversation provides a clear, practical roadmap.

To watch the video of the podcast, click here. To connect with Robert Hawthorne, reach him at  [email protected]

The conversation highlights where growth is emerging, including CTV and cross-platform video, digital out-of-home, and national brands leaning further into local markets. The team also discusses which business verticals are gaining momentum and what that means for sales strategies.

The episode also touches on the 2026 midterm election cycle, with the BIA analysts offering perspective on how political advertising may influence demand and inventory in select markets as the year unfolds.

Grounded in BIA’s latest trends analysis, this episode delivers clear, data-backed insights to help local media leaders navigate change and identify opportunity in 2026. To download the full 2026 Trends Report, visit www.bia.com/2026trends.

If rapid advertising growth is on your radar, you’ll want to tune in—this conversation provides a roadmap. 

Here are some highlights from the discussion:  

• The advertising landscape is shifting from traditional CPM to effective CPM, which focuses on cost after cutting out the waste. Jay shares an interesting case study about a garage door brand that saw a sevenfold increase in engagement by strategically targeting single-family homes with tailored offers. 
• Jay emphasizes the enduring role of linear TV, alongside the growth of connected TV and digital out-of-home advertising.  
• Additionally, Jay explains how small businesses can leverage aggregated data to gain better insights and develop more effective marketing strategies. 
• Senan shares BIA’s forecast for 2026, highlighting flexible budgeting, the shift from upfront media buys to backloading strategies, and the importance of incorporating non-digital touchpoints. 

The podcast concludes with a strategic guide: share CRM data with trusted partners, establish a weekly optimization schedule, use effective CPM as your planning metric, and develop a multi-channel strategy that enhances the entire customer journey, not just the final click.  

Curious to learn more about effective CPM? Visit www.Valpak.com/BIA. And if you bring a month’s worth of CRM data, Jay and his team will help you develop a tailored plan. 

Enjoying the episode? Don’t forget to follow the podcast, share it, and leave us a review.   

In this timely podcast, Jay Loeffler, CSO at Valpak, discusses the challenges local businesses face due to tariffs, inflation, and rising costs with BIA's Managing Director, Rick Ducey.

During their conversation, Jay provides insights from Valpak's 2025 Local Business Economic Outlook Survey, which measures the impact of macroeconomic uncertainties on businesses and how they are adapting.

One of the key takeaways is that businesses are not merely raising prices in response to inflation; they are reimagining their value propositions, exploring new channels, and utilizing data in innovative ways. This shift creates significant opportunities for media.

Jay explains that small businesses are increasingly leveraging data insights not just for marketing, but also for broader operational strategies, such as choosing new locations and optimizing inventory. This trend is supported by findings indicating that 61% of small business owners expect revenue growth, and 78% plan to increase their marketing efforts.

Jay emphasized that direct mail can achieve a 93% open rate when paired with digital touchpoints. Valpak has built a comprehensive stack containing billions of household attributes. Using this data, Valpak is tailoring multi-touch engagements through TV, radio, mail, and streaming to allow businesses to connect with consumers when and where they prefer to be reached. Valpak is currently partnering with companies like Paramount, Disney, and iHeart to improve reach.

This podcast offers enlightening insights around navigating today's local media landscape. Plus, for the full Economic Survey, visit Valpak.com/bia. 

In this podcast, SpectraRep’s COO, John McCoskey, and CTO, George Molnar, discuss how datacasting has evolved from analog to digital, and now reaches over 200 million people in the U.S. They share how it supports first responders, enhances emergency management, and improves earthquake early warning systems on the West Coast, delivering lifesaving alerts in seconds. By utilizing both ATSC-1 and ATSC-3 technologies, datacasting provides a reliable solution for significant communication challenges. 

Listen now to see how broadcasters are stepping up the opportunity to help protect and secure their local communities. For questions or to connect with the SpectraRep team, please contact [email protected] and visit www.spectrarep.com.

Tune in to:

• Identify unexpected twists and crucial shifts in voter behavior
• Understand the rising influence of Connected TV, OTT, and podcast appearances
• Learn how earned media shapes voter opinion
• Analyze how fundraising powerhouses like Whitmer, Newsom, and DeSantis are potentially rewriting the rules
• Consider how a shifting FCC landscape might reshape the political battlefield

Don't miss these hard-won insights. Tune in now to fuel insights for the pivotal 2026 midterms and 2028 election.

Correction: While mentioned as $2.0 billion in the podcast, BIA's Nicole Ovadia reports the actual CTV/OTT advertising spend for the 2024 election was $1.1 billion.

Jay shares insights into opportunities with real estate, retail, and restaurant advertisers. In particular, he discusses the restaurant industry's focus on top-of-the-funnel advertising, highlighting Wendy's success with Valpak's mailers. He also discusses retail's shift to offline channels amid digital overload and how partners like Discovery+ and iHeart use Valpak’s MyBlue Insights to optimize campaign effectiveness.

As Jay and Nicole discuss, in 2025 ROI will be vital. Valpak's 2024 survey found that 54% of businesses are worried about cash flow next year, yet 43% will maintain ad spend. Savvy advertising solutions will be critical to capture these dollars.

This episode is a must-listen for brand and media leaders examining local opportunities. Plus, get insights into what business leaders are planning for advertising in the latest survey available at valpak.com/bia.

Rick provides insights on how geofencing enables stations to deliver targeted ads, citing relevant examples such as Chuck E. Cheese's localized efforts in San Francisco. Nicole and Rick then analyze radio's enduring role as a trusted medium in political advertising and identify the business verticals driving revenue growth in smaller markets.

This episode offers valuable perspectives for those interested in the future of local radio. Discover how adopting the latest technologies can position stations for success in a changing media landscape. As BIA continues to collaborate with RAB and local radio sellers, we look forward to exploring more opportunities for growth and innovation.

Crone breaks down the Biden-Harris and Trump-MAGA campaigns' strategies, showing how redistricting and voter apathy impact spending. Crone also highlights how the flexibility and precision of CTV and OTT makes them ideal for campaigns and unique ballot initiatives that seek to hit specific voter segments. Hear about what’s happening in Nebraska, Montana, and other pivotal battlegrounds, where CTV and OTT platforms are proving invaluable as traditional media saturates. Tune in to hear about the shifting landscape of local political advertising.

Sponsored by JamLoop: JamLoop is the leading CTV advertising platform for political campaigns of all sizes to launch within 24 hrs. Reach your local audiences fast, whether it’s for municipal, county, state, or nationwide campaigns. Advanced data segmentation gives you immediate access to targeting key voters across 1200+ segments, 300+ premium CTV publishers, at a zip code level - combined with real-time tracking and optimization. Learn more at www.jamloop.com. 

Listen as Nicole and Steve discuss:

• BIA’s new (and increased) political ad forecast projections driven by heightened fundraising. 
• How Kamala Harris might utilize inherited campaign funds differently from the Biden campaign.
• Financial dynamics of pivotal Senate races in Montana, Ohio, and Arizona, and their effects on voter turnout.
• Importance of traditionally blue and swing states and why the Ohio Senate race could break spending records.
• Growing influence of state Supreme Court and legislative races on local political advertising.

This episode touches on the evolving landscape of political advertising, and sets the stage for the next episode, where trends in CTV and OTT political spending will be explored. 

The BIA team discusses how ATSC3 and AI implementation is moving from buzzwords to real-world applications. They also examine the auto industry and the advanced tech vying for space in the complex dashboard arena. Plus they discuss the new possibilities for radio in light of the FCC’s approval of over-the-air geotargeting for FM stations. At the heart of it all, Christina, Nicole and Rick explain that we are witnessing the integration of advanced technologies that are driving a significant evolution of audience behaviors and advertiser expectations simultaneously. This excitement has captured the industry’s attention and definitely won’t stay in Vegas!

The episode a must-listen for anyone interested in the intersection of media, technology, and community.

In this podcast, BIA’s Rick Ducey and Leyla Chatti analyze RMNs, dissecting its allure to retailers, consumers, the investment dynamics, and the key players shaping this landscape. Plus, they compare and contrast retail media networks against traditional paid media platforms. Listen now to hear how traditional paid media platforms like radio and TV can form symbiotic partnerships with retail media networks to boost their digital ad spending.

Download the report, Retail Media Networks (RMNs): A Local Perspective, here.

Listen now to learn about the grant’s goals, what’s covered and who’s eligible. Kevin and John also explain the three steps to follow immediately to apply by the deadline. More details on applying here.

In this podcast, get a sense of BIA’s expectations for local advertising revenue this year across media channels like TV, Radio, CTV/OTT, and more. Then, hear about the opportunities for the second half of 2023.  

BIA’s Nicole Ovadia, VP Forecasting & Analysis, is interviewed by BIA’s Director of Data Insights & Client Relations, Mark Dugan. 

Get a perspective on three important topics from BIA’s Managing Director, Rick Ducey when he shares what he saw and heard around ATSC 3.0, hybrid radio, and AI. Rick explains what each means to the broadcast industry and what we can all expect next. 

In this podcast with BIA’s managing director, Rick Ducey, Rob shares his vision for how local TV groups can target not just TV spending but the full “share of wallet.” Local TV will be about a $19 billion business in 2023 according to BIA. However, all local paid media spending will total $165 billion. That’s the target Rob has for Sinclair. Getting there requires culture change, a unified ad platform, and dynamic pricing to maximize revenue yield. All while keeping an eye to the future for platforms like ATSC 3.0 that deliver new possibilities to provide enhanced services to traditional media audiences and advertising and opportunities to enter new markets. 

Rob’s got a full plate from vision to implementation and shares how he sees it all happening in this thought stimulating podcast episode. 

Yarnall, a subject matter expert on data, is a seasoned and successful executive and technology entrepreneur. He has co-founded four start-up companies focused on data privacy and consumer trust, including his most recent projects Neutronian and Neeva.com. He also co-founded MdotLabs, which was acquired by ComScore, an advertising and media evaluation company. 

Listen to this podcast now to get top takeaways from one
of BIA’s most popular reports on local advertising. BIA analysts share the
company’s expectations for advertising spend across media channels and identify
the top spending sub-verticals within Home Improvement. 

Clients can download the full report from BIA ADVantage. The report can also be purchased in here. (Podcast listeners: enjoy promo code
PODCAST10 to save 10% on the price.) 

Lynn Claudy sits in a leadership role at the intersection of ATSC3 technology development and market rollout with his positions at including NAB (SVP Technology), ATSC (immediate past chair), and the FCC (Tech Advisory Council) among other industry affiliations.  

ATSC3 is now in its “lighthouse phase” whereby local TV stations must share frequency on just one or two TV stations in a market to host all ATSC1 services to free up other spectrum to introduce ATSC3 services. At some point the stations acting as “lighthouses” to serve as a common host for a market’s ATSC 1.0 service will also transition to ATSC 3.0 for a complete cutover to the new NextGen TV service as it is branded in the consumer market. Listen now to get an update on industry activities. 

Quu’s CEO Steve Newberry joins us for this podcast episode to explain the visual radio ad ecosystem and opportunities local radio stations can target with this technology.

Listen now to hear about the verticals investing in OTT advertising, the distinctions between OTT and CTV, the increasing connections between OTA TV and OTT and how OTT is being sold. 

Best known as founder and CEO of Emmis Communications, Jeff’s winding career has taken him from law school to radio station ownership and to Major League Baseball team ownership.

In this podcast, Tom asks Jeff to share some of his “rollercoaster” experiences including his creation of the first all sports radio station (WFAN in NYC) which wasn’t a huge hit at first, to creating award winning rock stations, like KSHE in St. Louis, and how he created a diverse collation of programming to attract young adult contemporary listeners (KPWR in Los Angeles) that delivered the right notes, no pun intended, to become consistent 10 share station.

Jeff and Tom also speak to the chaotic on/off love relationship Wall Street has had with the radio industry over the years and radios continuing value within local communities. 

For anyone aspiring to be an entrepreneur, Jeff shares countless lessons from his decades of experience both on this podcast and in his book, which can be purchased on Amazon here. 

Listen now to hear how the economy, inflation and digital trends are affecting each vertical and what opportunities are emerging for local sellers in 2023. 

Listen now to hear how the economy, inflation and digital trends are affecting each vertical and what opportunities are emerging for local sellers.  

BIA is going to tackle as many concerns as possible in a podcast series we’re hosting in January: New Year New Insights. Each episode will provide insights and recommendations around key business verticals for local advertising in the January podcast series.

This first episode covers two of the powerhouse verticals for local advertising: Auto and Retail. Listen now to get estimates on overall ad spending, how trends (like EVs) are driving ad spend and how holiday shopping is shaping expectations for the new year. 

Get actionable insights on how to set yourself up for success during these uncertain times by listening to this podcast with BIA’s Nicole Ovadia, VP Forecasting and Analysis, and C. Lee Smith, CEO of SalesFuel.

Nicole and Lee identify strategies that can be used to improve sales outcomes immediately. They also offer suggestions on how to answer advertisers when they ask questions like: “What’s the best way to advertiser in a recession?” and “Sales are down, so should I cut my ad budget?” 

Kevin has deep agency experience, leading local investment planning and activation at major media buying agencies including Spark/Publicis, Starcom/Leo Burnett while working with major clients such as GM and Comcast. His expertise includes identifying current trends and evolving best practices for Local TV currencies, omnichannel approaches, inventory management, data/attribution models and media buying software tools. 

With that backdrop, BIA has issued its 2023 U.S. Local Advertising Forecast, a significant gauge on how the economy will affect overall local advertising nationwide and within local markets. 

Listen to this podcast to hear BIA’s CEO & Founder, Tom Buono, and Nicole Ovadia, VP Forecasting and Analysis discuss the firm’s expectations for next year, the current state of digital advertising, and vertical ad spending.

For more public findings from the 2023 Forecast, click here. The BIA ADVantage platform has been updated both with the nationwide and local market forecasts. Clients can login here. 

In this podcast, BIA’s Leyla Chatti and Rick Ducey share top findings from the interviews to offer insights into current observations around the state of programmatic buying in the OTT and CTV ecosystem. They also discuss the business verticals most interested in buying this type of advertising.

Hosted by BIA’s Nicole Ovadia and Rick Ducey, this podcast was originally recorded for the TVB and posted on their Thought Leadership Podcasts. Listen now to get BIA’s view on the following key questions:

• What’s driving OTT’s growth? 
• What are the challenges for OTT as it continues to grow? 
• In 2024, will OTT be a significant player in Political spending, and can it complement TV OTA? 
• How do local sellers and broadcasters compete in this space, especially with all the giants already in play?

In this podcast, BIA’s Senior Media Analyst, Leyla Chatti, discusses BIA’s forecast and findings for the Retail industry with Mark Dugan, Director of Data Insights, and Client Relations at BIA. They examine the impact of inflation on this year’s holiday selling season and explain BIA’s estimated ad spend for 2022 across traditional media and digital media. 

Mark also shares the best opportunities for local sellers, including the growth of OTT in these categories and how OTT can be used to increase local revenue.

Interested in accessing the full report? BIA ADVantage clients can login to download. Reports can also be purchased on our cart. Enter the promo code HOLIDAYRETAIL50 to purchase both for the price of one. 

In this podcast, we speak with Talon America’s CEO Jim Wilson to get his insights into the make-up and operation of the out-of-home advertising ecosystem. He shares his perspective on key trends to keep an eye on in this fast-evolving space covering OOH advertiser types, measurement, cross platform buying opportunities and 2023 opportunities.

Horstman shares his vast experience about CTV and the streaming space to explain what is possible right now and the unique value proposition CTV offers advertisers. He also examines the key challenges for marketers as they add CTV commercial inventory into their television campaigns. 

In this podcast, Madhive’s Joe Marino shares his insights on how despite the complexity, programmatic actually simplifies and empowers the cross-platform advertising market. 

Our guest is an expert on the topic of local television, ATSC, and NextGen, Mark O’Brien, who is the President and CTO of SpectraRep. SpectraRep is one of the few firms working with local TV stations to generate datacasting revenue. O’Brien shares his perspective of what’s next for local television when it comes to broadcasting and non-core revenue opportunities. 

In this podcast, Larry Allen, VP & GM, Data & Addressable Enablement at Comcast Advertising, speaks with BIA’s Rick Ducey to assess all the different forms of addressable deployments. He also discusses the impact of measurement on the adoption of addressable and explains the trends now occurring to get to a converged TV landscape.

Listen to get a sense of addressable terminology and its applicability in the media ecosystem.

In this podcast, our guest Tom Ziangas, SVP of Revenue & Strategic Research at Crown Media, shares his insights on the Upfront negotiations. An expert in monetization strategies, the setting of industry standards, cross-platform measurement and attribution methods, Tom offers a unique take on the outcomes from a research perspective that also offers keys for future Upfronts. 

In this podcast, BIA’s Leyla Chatti speaks with Kevin McGurn, President of Sales and Distribution at Vevo, to discuss how music distribution has evolved in the digital landscape and how they’ve successfully used OTT/CTV distribution strategies to build a leading music video platform. McGurn also touches on the opportunities for local advertisers.

To examine local OTT directly, BIA recently released a new research report with Vevo, OTT – The Rising Star in Local Ad Spending: Regional and Business Vertical Trends.  The report shows that BIA forecasts just over $2 billion in OTT advertising in 2022, and why and how it’s fair to make the claim that the sheer number of impressions makes local OTT/CTV competitive with, but also complementary to, both linear TV and digital advertising. 

Hosting the discussion is Nicole Ovadia, BIA’s Vice President of Forecasting & Analysis, and Mitch Oscar, Director of Advanced Advertising Strategies at USIM. 

In this podcast, BIA’s Managing Director, Rick Ducey, speaks with Samsung Ads’ Justin Evans, Global Head of Analytics and Insights help us understand the emerging TV ecosystem and achieve better performance across linear TV, OTT, digital and mobile. 

You will also hear Justin’s ideas about TV Everywhere apps and his thoughts on “currency”. 

In this podcast, BIA’s Nicole Ovadia speaks with Kyle Roberts, CEO of AdImpact and CEO of Smart Media Group. With these two roles, Kyle has an insider’s perspective on Political advertising.  He discusses how Political advertising has grown to the levels it has and how much longer this growth can go on. Also, with Political spending increasing on OTT and CTV, Kyle explains how political advertisers are addressing cross-platform measurement and analysis.

You will also hear Kyle’s ideas about how broadcasters can provide the biggest positive impact for Political advertisers. 

Listen to this podcast to hear BIA’s Nicole Ovadia and Mark Fratrik share their outlooks on the economic factors that drove the changes, an overview of the changes, and top media channels and verticals in 2022. 

In this podcast, BIA’s Nicole Ovadia speaks with Michelle Duke, President of the NAB’s Leadership Foundation and the NAB’s Chief Diversity Officer. They discuss the programs offered by the NAB such as the Technology Apprenticeship Program, Broadcast Leadership Training Program, and the Media Sales Academy, which focuses on college Junior and Seniors. 

Listen now to hear about new offerings from the leadership foundation and how they are working to develop new important solutions for the broadcast industry. You will also hear Michelle speak about how the NAB’s Diversity Program is working to increase diversity in media. 

In this podcast, BIA’s Nicole Ovadia speaks with Brian Page, Managing Director of Scripps Octane, to level set expectations around attribution by reflecting on key campaign attribution discoveries. They also discuss common misconceptions and objections that advertisers and their agencies often have around attribution, explaining the challenges facing buyers and sellers of TV for both national and local advertising. 

As you’ll hear Brian explain, “when it comes to advertising, it's not about the impression, it's about the results, ‘Attribution’.”    

The first of its kind, the report delivers summary statistics and granular details useful for marketers, agencies, policy makers, broadcasters, and other industry leaders. It includes a detailed analysis of Black Owned radio stations, including specific station revenue and audience metrics.  

In this podcast, BIA’s Managing Director, Rick Ducey, speaks with NABOB’s President and CEO Jim Winston about key findings from the report and the impact it can have as NABOB looks to engage with the advertising community to do significantly more business.

To help ad buyers, policy makers, financial and other industry leaders better understand the Black Owned Radio industry, NABOB commissioned the BIA study, Black Owned Radio Radio Stations: Ownership and Revenue Report. Available for free download.

Get a glimpse of what the future holds in this podcast discussion with Neuhoff Communications’ COO, Mike Hulvey. He joins BIA’s Managing Director, Rick Ducey to share his views on the future of local radio.

Canoe Ventures is a technology and services company that enables Addressable TV advertising across Linear, VOD, and Streaming video platforms.  The company is owned by Charter, Comcast, and Cox.  

The podcast is moderated by Rick Ducey, BIA’s Managing Director, and Mitch Oscar, Director of Advanced Advertising Strategies at USIM. 

This podcast discussion addresses many current issues facing the media industry such as the definitions and differences between measurement and currency, and the three factors good currency needs to encompass: methodology, transparency, and alignment and representation.

It also answers some key questions: Who is going to pay for these changes, how is all of this going to change this year’s upfronts, and how do these new approaches give more stability to the smaller players?

A consummate data storyteller, Lisa is a seasoned media researcher with over 25 years’ experience.  She has worked with many high-profile media brands, including America Online, CBS, AMC Networks and A&E TV, as well as measurement provider, Comscore. 

Hosting the discussion is Nicole Ovadia, BIA’s Vice President of Forecasting & Analysis, and Mitch Oscar, Director of Advanced Advertising Strategies at USIM. 

Rick Ducey, BIA’s Managing Director, discusses this valuable tech for broadcasting with Richard Glosser, Head of Business Development at Verance Corporation. Mitch Oscar, Director of Advanced Advertising Strategies at USIM, also joins the discussion. 

In this podcast, BIA’s Rick Ducey is joined by Mitch Oscar, advanced TV director for USIM, to explore the world of virtual MVPDs and how Philo in particular is achieving success.

So how did it all turn out? What are the takeaways? That’s a focus of this podcast, where our guest speaker, media research analyst, Brad Adgate, discusses live sports programming trends in advertising, media, and audience measurement. 

Adgate, who works for several top tier ad agencies and cable networks, shares his expert opinion with BIA’s Rick Ducey to discuss the real numbers around the Super Bowl (ratings were way up compared to 2021), the dominance of the Super Bowl on the local video landscape, and what it all means to the NFL for the 2022 season. 

In this episode, Mark Fratrik, Chief Economist for BIA, breaks down the ad forecast for Online Gambling this year. Overall, we estimate over $1.6 billion will be spent across 16 advertising channels. Traditional channels will account for more than $2 out of every $3 dollars spent by advertisers. As usual, due to the nature of marketing and promoting a new service, advertising tends to rely heavily on traditional channels like over-the-air television and radio, cable, and print to get the message out to a large audience. Listen now to hear how this area is growing quickly and the opportunity it offers to local sellers. 

However, the local video advertising market is becoming more competitive with PC or Laptop, Out-of-Home (OOH), and mobile video. While this means the shares of local TV and cable system advertising are eroding, they are still used as part of media advertising mix by many different types of advertisers. In this podcast, BIA’s Rick Ducey explains the current situation and anticipated trends for local video. 

Get a CEO perspective on local advertising in this podcast. BIA’s CEO Tom Buono, and SalesFuel’s CEO C. Lee Smith, discuss their expectations for the Finance, Retail and Automotive verticals. Each has strong implications for 2022, while also being the top spenders in the PC/Laptop media channel. According to BIA estimates, PC/Laptop* is projected to experience a tremendous growth rate of 11.8 percent through 2026 making it an important channel to monitor. 

(Note: This discussion is a continuation of the kickoff webinar for the 2022 Winning Local Media Sales series both firms are hosting together this year. Stay tuned for upcoming webinars on www.bia.com.)

* PC/Laptop includes all revenues generated by online companies selling locally targeted advertisements to be displayed on a PC/laptop.

Listen to this podcast to hear Mark Dugan, a consultant for BIA, share insights on Automotive advertising spend in the key media channels and tips for media sellers to increase their revenue in the Automotive vertical. 

Listen to this podcast to hear BIA’s Rick Ducey and Mark Fratrik share data highlights from BIA’s ad forecast, along with insights and recommendations for local TV. 

In this episode, our guest is Pierre Bouvard, chief insights officer for Cumulus Media/Westwood One. He offers a sense of what he’s seeing in the marketplace and where we’re headed in 2022. He describes the strategies and data driving the industry transition from “radio” to “audio.” Plus, he shares compelling data about how local audio is finding strengths even as the pandemic keeps going on. Listen now, and you’ll also hear five specific recommendations for strategies to successfully advertise in local audio.

In this podcast, BIA’s CEO, Tom Buono, discusses BIA’s December update to its 2022 U.S. Local Ad Forecast. He explains the economic drivers underpinning the estimates and what’s causing shifts in local advertising, most notably for TV, Radio and OTT. 

Audio, in its various forms, has become cool in today’s market with marketers and agencies showing greater interest in integrated audio platform activations. In this episode, Rick Ducey, BIA’s Managing Director, explores audio first marketing strategies, audio amplification, engaged impressions and the future of the audio audience with Idil Cakim, Senior Vice President, Research and Insights, Audacy.

Then, there’s the stand-out: Tesla. Tesla is delivering inventory with giga factories in Austin and Berlin, increased sales, higher stock prices, and a new partnership with Hertz. Plus, they’ve done it all without a dollar of advertising. The smart car of the future is bringing together advertising technology, changing in-car consumer behaviors, and a desire for marketers to reach consumers in cars. This all begs the question will cars evolve as the latest advertising platform?  

BIA’s managing director, Rick Ducey, discusses what’s next for automotive with Roger Lanctot, Director of Automotive Connected Mobility, Strategy Analytics. Listen now. 

While covering the local advertising marketplace, Tom specifically drills into local broadcast television to share ad revenue insights from his keynote address at TVB Forward that took place September 30. 

Listen now for valuable intelligence about what to expect next year.

According to BIA’s estimates, the local OTT ad market is over a billion dollars already and fast growing. However, it is a complicated ecosystem particularly for local businesses to navigate. 

In this podcast, BIA’s Managing Director, Rick Ducey, talks with Brian Hunt who is the Head of CompulseOTT and Sinclair OTT/CTV. They discuss how to navigate the OTT opportunity and solutions that are simplifying how to successfully target local viewers in OTT.

Mark discusses how national and local retailers, the automotive industry and a significant political season will drive a lot of local ad spending. Listen to the podcast for more insights and details on BIA’s latest estimates for 2022. 

In this second automotive podcast on Automotive, BIA’s Suzanne Ackley, Senior Research Analyst, examines the top advertising channels for automotive businesses. Of the 17 different media channels that BIA covers, Suzanne will reveal the 9 that will increase their spending in 2021. 

Suzanne also discusses how Google My Business profile is a game-changer for the paid search space as it relates to automotive, and she provides an significant local selling tip.

To examine how the current market situation is affecting Automotive ad sales, BIA’s Suzanne Ackley, Senior Research Analyst, discusses important takeaways from BIA’s latest automotive ad revenue forecast for 2021 in a podcast series.

This first podcast covers which auto businesses (sub-verticals) are spending significant ad dollars this year and offers key strategies to identify the best opportunities right now in this vertical.

Then, stay tuned for a second podcast discussion on automotive where Suzanne looks at the top advertising channels for this industry.

Listen to the podcast now as Celine asks key questions that will give local media sellers an inside tract on how to approach potential retail clients and how to extend advertising and value to current retails clients. 

In this podcast BIA’s CEO Tom Buono is joined by SalesFuel CEO C. Lee Smith to review key takeaways from the verticals covered in the first half of the year (i.e., Home Services, Restaurants, Tier 3 Auto, Realtors, Hotels and Museums, Lawyers & Accountants and many more.)

As Tom and Lee will discuss, most verticals still have a heavy reliance on traditional media, with spend mostly going to direct mail, TV OTA and Radio OTA. But there are strong shifts to other key media like mobile, over-the-top (OTT), and online all while consumers are looking more to areas like podcasts, digital coupons, online social posts to find out about services and products. 

In this podcast, BIA’s Chief Economist and SVP, Mark Fratrik explains the different impacts on ad revenue expectations for different media like direct mail and television and what he sees as potential growth opportunities for the rest of the year. 

In this episode of Leading Local Insights, we offer an excerpt from BIA’s June Digital Series Webinar covering Real Estate. It features Celine Matthiessen, VP of Insights and Analysis, who examines the overall ad spend projection for this year and next and the traditional and digital ad spend in two important sub-verticals: Realtors and Real Estate Developers.

Want to know more about our upcoming Digital Event Series?  Find the full line up here: https://bit.ly/2021DigitalSeries.

In this podcast, BIA’s Rick Ducey and Mark Fratrik explain their findings from their expansive discussions with top executives at local radio and TV and share BIA’s revenue estimate of what broadcasters are losing annually. It’s a big number. Listen now.

In this episode, Rick and Andrew discuss the new special constraints when it comes to SEO that news publishers must know about and plan for. Listen to the podcast to learn three major topics: (1) trends in news SEO, (2) actionable tactics you can take with your team, and (3) how to prepare yourself for the future.

In this episode, Mark explains BIA's new coverage and analysis of the Online Gambling vertical. He discusses the opportunity it presents to local sellers and the anticipated ad spend across different media. The vertical will become part of the local media marketplace that BIA will continue to track and estimate. 

Want to know more about our upcoming Local Digital Event Series?  Find the full line up here: https://bit.ly/2021DigitalSeries.

In this episode, Tom discusses how radio and television are now part of a larger video marketplace where they find their competition not just against their own, but media channels like audio streaming and online video services. Tom explains how understanding your position in the marketplace will guide you to better manage to competition and increase your share of the ad wallet. 

Want to know more about our upcoming Local Digital Event Series?  Find the full line up here: https://bit.ly/2021DigitalSeries.