BIA: National Will Outspend Local in 2017


That’s one of 20 predictions made by the team at BIA/Kelsey in a new report called What’s Next: BIA/Kelsey 2017.

BIA/Kelsey Managing Director Rick Ducey predicts national brands will outpace regional and local small and medium-sized businesses in total ad spend growth targeting local audiences. “Agencies and marketers for these national brands will increase their ad spend targeting local audiences by $17.1 billion from 2015 through 2020. Regional advertisers’ spending will be relatively flat, and local SMBs will increase their spend by $10.6 billion.”

In another prediction BIA/Kelsey VP of Analysis & Insights Celine Matthiessen says print will continue to evolve and maintain a large share of small businesses’ dollars by extending campaigns with digital media. “Print is evolving and still holds a large share of small businesses’ ad dollars. This will continue as smart companies extend print campaigns through native and digital targeted media. In our forecast for 2017, $53 billion will be spent on local print. Newspapers, magazines and Yellow Pages are offsetting declines in print revenue with digital. These traditional digital efforts are projected to grow 4.0 percent annually from 2017 to 2021. Newspapers and Yellow Pages companies continue to extend their advertisers’ reach through large networks via programmatic ad buying beyond their owned and operated properties, which levels the playing field and helps them to retain advertisers that are shifting their share to digital.”

For more information on this BIA/Kelsey report contact [email protected]


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