LA’s $9.1 Billion in Ad Spending Growth Goes to Mobile and Digital Devices, While Traditional Platforms Like Direct Mail, Television, and Radio Remain Strong Performers
CHANTILLY, Va. (June 21, 2018) – Experts from across the local advertising and marketing, publishing, broadcasting, and digital media fields will speak at the second annual LOCAL IMPACT Los Angeles conference at the Hotel Indigo on July 12. Hosted by BIA Advisory Services, the program will examine LA’s forecasted $9.1 billion local targeted ad marketplace and how data, trends and technologies are driving cross-platform media activation and consumer engagement.
LA-based Hawthorne Direct’s CEO Jessica Hawthorne-Castro will discuss the state of geotargeting, audience analytics, attribution, cross-channel marketing and creative strategies for brands targeting local consumers. Direct mail continues to be the nation’s largest local advertising spend and is expected to reach $4.8 billion in California this year, according to BIA’s forecasts and research of the top 16 advertising platforms.
“The rise of local marketing automation through digital and online platforms will be a boon to Los Angeles and all local markets nationwide,” said Rick Ducey, BIA managing director. “The increased ability to develop data-driven audience-buying campaigns will bring more local advertising money into LA and will create opportunities for digital and traditional media to offer multi-channel advertising opportunities.”
Other locally-based speakers attending LOCAL IMPACT Los Angeles include: Dot DiLorenzo, EVP of Strategy and Research, USIM; Sandy Lohr, CEO, MatchCraft; Andy Nocifera, CEO, FieldDay; and Andy Arnold, EVP Client Partnerships, Ansira; and Marcela De Vivo, Digital Marketing Strategist & Speaker, SEMrush. National experts from GroundTruth, SEMRush, Surefire Local, and The Television Advertising Bureau (TVB) will present on market trends.
Among the topics will be: share of ad wallet across media, spending trends of top vertical advertisers, midterm political advertising, local TV and location-mobile campaigns, digital buying/selling, strategies and key players.
“The LA market represents 48 percent of California’s local ad spending,” said Ducey. “There are several key vertical markets, such as retail and financial services that we expect to cumulatively spend nearly $8 billion between traditional and digital media.” BIA’s forecasting shows that financial and insurance industry advertisers will increase its spend in California by at least 18 percent from 2018 through 2022.
About LOCAL IMPACT LA
BIA will highlight its California market intelligence at LOCAL IMPACT Los Angeles event on Thursday, July 12 at the Hotel Indigo. Two signature sessions of the half-day program are the Share of Wallet, which offers a thorough examination of where ad dollars are being spent across top media in local CA markets and where they will migrate over the next five years. The session, Local as a Service (LaaS) Workshop, will examine the how martech is disrupting brand to local channels and activation and how brand marketing is evolving in local markets.
Other sessions will examine location intelligence, data-driven audience targeting, cross-channel marketing optimization and attribution, and creative strategies for brands targeting local consumers, advertiser trends and expectation. We’ll also feature breakout interactive sessions on vertical growth strategies, ATSC 3.0, buying and selling and TV and Location Intelligence Campaigns. BIA’s LOCAL IMPACT Los Angeles welcomes speakers from Ansira, Field Day, Hawthorne, MatchCraft, SEMrush, Surefire Local and The Television Advertising Bureau (TVB), USIM. Sponsors include GroundTruth and SalesFuel. Details and registration can be found here.
About BIA Forecasts
BIA offers both nationwide and local market forecasts in its ADVantage dashboard, delivering a direct view of national and local market ad spending. For more details, email advantage@bia.com.
About BIA Advisory Services
BIA Advisory Services is the leading authority for data-centered research, analysis, strategic consulting and valuation services for the local media industry. Since 1983, BIA has been a valuable resource for traditional and digital media companies, brands and agencies, the financial and legal community serving media and telecom, as well as the FCC and other government agencies. Today, we offer comprehensive local market advertising intelligence in our BIA ADVantage data platform to help clients discover the path to their best opportunities. Learn more about our offerings and our regional event series, LOCAL IMPACT, at https://www.bia.com.
Media Contacts:
MacKenzie Lovings
(703) 802-2991
mlovings@bia.com
Robert Udowitz
(703) 621-8060
rudowitz@biakelsey.com
