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2011 UBL User Conference: Interactive Local Media Industry Overview

2011 UBL User Conference: Interactive Local Media Industry Overview. Bobbi Loy-Luster VP – Client Services, BIA/Kelsey January 25, 2011. BIA/Kelsey’s Suite of Services. Our Clients. Publish Key Research and Forecasts. Local Media and Advertising Spending.

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2011 UBL User Conference: Interactive Local Media Industry Overview

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  1. 2011 UBL User Conference: Interactive Local Media Industry Overview Bobbi Loy-Luster VP – Client Services, BIA/Kelsey January 25, 2011

  2. BIA/Kelsey’s Suite of Services Our Clients

  3. Publish Key Research and Forecasts

  4. Local Media and Advertising Spending • About 55% of all ad spending is “local.” • Local ad spend includes spending by SMBs, national advertisers, and regional advertisers making local buys. US$ Billions Source: National figures based on consensus of estimates from research groups including Myers, Wilkofsky, eMarketer, Barclays, Bernstein, Oppenheimer, UBS, VSS, Citi, Cowen, GroupM, MAGNA, ZenithOptimedia, Collins, Jefferies, BMO, Morgan Stanley and ThinkPanmure.

  5. Local Ad Market Currently Dominated by Traditional Media *ERPM = E-Mail, Reputation and Presence Management Digital revenues associated with traditional media (e.g., Web sites 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.

  6. Steady Shift Toward Digital Media 2009-2014 CAGRs: Total Media CAGR 2.1% Traditional Media CAGR -0.9% Online/ Interactive Media CAGR 17.4% $156.3 $145.2 $140.2 $137.3 $133.3 $133.2 $130.6 US$ Billions Source: BIA/Kelsey Estimates Note: Numbers are rounded.

  7. 2008 –SMB Relationships Built on Channels That Deliver Perceived Audience Millions of SMB relationships Source: BIA/Kelsey Estimates

  8. 2010: In 2 Years, SMB Relationships were Radically Transformed There has never been a ramp this fast…ever Millions of SMB relationships Source: BIA/Kelsey Estimates

  9. Last Year, 32% of SMBs Intended to Build a Page on a Social Network SMBs That Intend to Use a Page on a Social Site in Next 12 Months Overall average @ 32% Note: Scale begins at 10%. Source: Local Commerce Monitor Wave XIII August 2009 (Sample: 302). Methodology: Online. Cosponsor: ConStat.

  10. 2010 - Use of Social Media is Intense Usage of various “social media” by SMBs is already intense. Nearly half of SMBs report having a Facebook page for their business – even more than use Email marketing. Use of Social Media Sources: Local Commerce Monitor Wave 14. November 2010.

  11. Membership in Social Networks is Exploding Membership in Social Networks Continues to Explode Percent of Respondents Multiple mentions allowed. Source: User View. Wave VII: February 2010 sample 1,002 Methodology: Online. Cosponsor: ConStat.

  12. Presence, Performance, Permanence

  13. Why? Consider the Implications of the Social Net “Named after the aviation slang term for the Himalayas, this exotic Japanese eatery at the Santa Monica Airport offers luscious sushi and beautifully presented innovative fare.” ~ The Hump Restaurant Santa Monica, CA

  14. Case Study :~15 Years in Business; High reviews & Consistent Volume The Hump

  15. Case Study :On-line Conversations Spike on March 10th

  16. Case Study: 10 Days Later…

  17. Everyone launches Local Check-in Search and Social Get Local & Mobile Twitter Launches Places June 2010 Facebook Launches Places August 2010 Launch of Foursquare March 2009 April 2010 Local tags Service Areas QR Codes

  18. Mobile Internet Access Has Increased The percentage of heavy Internet users continues to increase significantly. The overall mean number of Internet accesses per month, for all users, doubled to 20. Mean Number of Internet Accesses per Month, by all Users Source: Mobile Market View Wave III, October 2009, sample = 504; Wave II, October 2008, sample = 512; Wave I, September 2007; sample = 500. Methodology: Online. Cosponsor: ConStat.

  19. Mobile Commercial Searches in Past Six Months Searches for local products or services now exceed out-of-market searches by a wide margin. Out-of-market searches Local searches Source: Mobile Market View Wave III, October 2009, sample = 504; Wave II, October 2008, sample = 512; Wave I, September 2007; sample = 500. Methodology: Online. Cosponsor: ConStat.

  20. Contact: Bobbi Loy-Luster VP – Client Services, BIA/Kelsey bloy@kelseygroup.com (704) 892-0296

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