BIA Advisory Services helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
New Report Examines Substantial Growth in Over-The-Top (OTT) Ad Spending and the Rising Rate of Programmatic Deals
A new report from BIA Advisory Services examines the increasing value of Over-the-Top (OTT) advertising and the current state of direct and programmatic buys. Sponsored by Madhive, the free report, The Local Programmatic Marketplace – OTT and Digital Reach Extension Channels, explores local OTT advertising trends and programmatic buying that provides access to a network of OTT ad inventory from a variety of publishers. The paper includes findings from executive interviews performed for the preparation of the paper. Participants included local TV group executives, agencies, technology solution providers, along with OTT platforms and aggregators.
Simplifying Programmatic Advertising with Joe Marino, Madhive
Cross-platform video and digital advertising using programmatic tech stacks offer increased operational efficiencies to the buying and selling of workflow. Plus, it enhances the ability to have a highly functional marketplace for data-driven audience targeting, including forecasting, optimization, verification, and fraud protection along with analytics and reporting. But it’s a lot to think about.
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.
2022 Winning Local Media Sales: Out-of-Home Opportunities
In the local advertising marketplace, one channel is worth noticing this year: Out-of-Home (OOH). Recent data points speak to the recovery this channel is experiencing post pandemic and the growth over the last year:
- BIA’s forecast estimates the channel will grow 8.4% year-over-year, which is up 25% from drastic declines in 2020
- The Out of Home Advertising Association of America (OAAA) reported in August that OOH ad revenues in the second quarter of 2022 have nearly reached 2019 levels.
View this webinar as BIA and SalesFuel examine this channel and identify opportunities for local sellers. View On-Demand.
- Political Ad Spending Ballooning in Final Stretch, As OTT Makes Gains on Share September 30, 2022Political advertising for the 2022 cycle has reached $6.15 billion, already eclipsing the 2020 cycle in Non-Presidential spending, and a 56.6% increase over the last mid-term elections in 2018 according to BIA partner, AdImpact. With less than 100 days from…
- Programmatic Marketplace Growing Around OTT and Digital – Details in New Report September 29, 2022The value and impact of Over-the-Top (OTT) for audience reach extension are being much better recognized and quantified. BIA forecasts that advertising spending on OTT will reach $2.2B by 2023 and $3.4B by 2026. Simultaneously, there is significant growth in…
- Teamwork, Dedication, and Gratitude at the Core of BIA’s 39 Years: A look back and a commitment for what’s ahead September 27, 2022On Thu, Sep. 1, 2022, BIA’s CEO & Founder, Tom Buono, sent a brief, yet significant, email to his team saying that on that day, the company was celebrating its 39th year. He thanked everyone for their dedication and BIA’s…
- BIA Examines Growth in Local Over-the-Top (OTT) Advertising September 22, 2022BIA’s current U.S. Local Advertising Forecast indicates that local Over-the-Top (OTT) advertising will rise to $2.8B by 2024, making it one of the fastest growing local media channels. BIA’s Nicole Ovadia, VP Forecasting and Analysis, and Rick Ducey, Managing Director,…
Transaction Update for Television and Radio (Year-to-Date):