On Our Radar at BIA/Kelsey
BIA/Kelsey is actively engaged in numerous
forward-looking research projects taking
place throughout the industry. We invite you
to learn more about these activities and the
resulting research from
the highlights offered on this page.
INSIGHT PAPERS
Insight Paper: 'Sales Transformation: Building a Sustainable Model'
A report from BIA/Kelsey, 'Sales Transformation: Building a Sustainable Model', analyzes the rapid changes that have taken place in the digital media sales environment and offers insights into six respected media companies whose sales operations have undergone some degree of change. Their experiences offer best practice examples for similar local media companies looking to advance their own sales organizations.
Insight Paper: 'The New Marketplaces': Loyalty & Transaction Marketing
A report from BIA/Kelsey, 'The New Marketplaces': Loyalty & Transaction Marketing, offers an in-depth look at the loyalty and transaction marketing space. It provides an overview of the key topics in this dynamic new space, along with our view on where things are headed. For any business engaged in "local", this report offers valuable insights on the investments, revenue streams, competition and merchant adoption around loyalty and transaction marketing.
Insight Paper: From National to Local: Mobile Advertising Zeros In
A report from BIA/Kelsey, From National to Local: Mobile Advertising Zeros In, offers a comprehensive examination of the state of mobile local advertising. Emphasizing the 'localization' opportunity for national mobile ad campaigns, the report offers a detailed review of the state of mobile local advertising by exploring the advantages, performance indicators and challenges in the area of location-based mobile advertising.
PUBLISHED PAPERS
Mobile Report: The Strategic Value of Mobile for Directory Publishers
BIA/Kelsey, advisor to local media companies, and partner goMobi, makers of the mobile website publishing platform goMobi, answer this question in a new report that thoroughly examines how directory publishers are leveraging the opportunity of the mobile web for themselves and their customers.The report was developed by interviewing publishers around the globe and combining those findings with BIA/Kelsey's mobile local media industry forecasts.
Advisory Report: $100B Valuation: Can Facebook Support It ... and How?
In this report, BIA/Kelsey analysts model Facebook's financial performance to evaluate the plausibility of a $100 billion valuation, and then provide strategic insights into the various ways the company may attempt to reach the revenue targets the model presents.
Strategic analysis includes a closer look at how Facebook could migrate into new, transformative businesses such as monetizing its developer platform, building mobile software and hardware, distributing/syndicating content, and expanding payments/e-commerce off-network.
RESEARCH
LCM Wave 16 Survey: Highlights from Latest SMB Survey
BIA/Kelsey has just completed a new Local Commerce Monitor (LCM) survey of SMB business owners.
Highlights from the survey include:
- Total spend on advertising and promotion is fairly stable, at about $3,000 annually. Spending intentions for the next 12 months are robust.
- The migration from traditional to digital/online media continues.
- SMBs continue to diversify the media they use for advertising and promotion, now using 5.8 different media on average (a large increase).
- Social media, propelled by Facebook, appears to be rapidly evolving into a core medium for SMB advertising and promotion.
- Mobile platforms, and the advertising/promotion formats that ride on them, have gained significant traction since Wave 15.
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Clients of BIA/Kelsey's Continuous Advisory Services may
login now to download the full report.
If you are not a client and would like more information on this research, please contact
sales@biakelsey.com or visit our
LCM webpage.
SMB DigitalScape: Measuring the State of
SMB Digital Presence and Performance
SMB DigitalScape has analyzed more than one
million SMB websites around the world in 14 countries,
including more than 700,000 in the U.S. It measures
nearly 100 performance criteria, encompassing
website metrics, search/SEO and optimization/readiness
of geolocation, social and mobile. BIA/Kelsey
has partnered with vSplash to distribute SMB
DigitalScape data in the U.S. Quarterly and custom
reports of SMB DigitalScape data are available
from BIA/Kelsey. A sampling of recent findings
includes:
- 19.5% of SMB websites have a link to a Facebook
page; fewer have links to Twitter and LinkedIn
- 74.7% of SMB websites lack an email link
on their home page for contacting the business
(More)
- 93.3% of SMB websites are not mobile compatible
To learn more about SMB DigitalScape quarterly
and custom reports available from BIA/Kelsey,
contact Steve Passwaiter at spasswaiter@biakelsey.com.
White Paper: Local Ad Networks - Making Sense of Local Online Advertising
AT&T commissioned BIA/Kelsey to examine local ad networks and
their role in enabling effective local Internet marketing for large
and small businesses. According to BIA/Kelsey’s recent forecast,
local advertising is predicted to grow to $150 billion by 2015.
This report offers insights and clarity on the local advertising
ecosystem and what is ahead for the industry.
A summary of the findings
include:
- Advertising challenges facing small businesses
- Analysis
of key players in local advertising
- Recommendations for
selecting a local ad network
- The future of local
advertising
For the full report, click
now.
TECHNOLOGY
Case Study: BCM’s Clickable TV Increases Engagement
with Programming and Ads
BIA/Kelsey conducted the study, “Interactive
Television Case Study: Broadcast TV Stations and Cable
System Partner to Deploy Interactive Ads and Programs
with BCM’s Clickable TV®,” for BCM,
an interactive TV technology provider.
The study reviewed
engagement with programming and ads through BCM’s
clickable TV and includes valuable data on click response,
independent data analyses, consumer surveys and interviews
with broadcast station and cable provider personnel.
For more on this study and highlights, click
now.
INSIGHTS
Video Series: BIA/Kelsey Analysts Discuss “The
Great Content Shift”
BIA/Kelsey analysts were invited to participate in
a series of interviews with The Pulse Network to discuss “the
great content shift” occurring in media today.
A major theme of the NAB Spring Show 2012, this shift
affects content delivery, revenue and business models
and adoption of new platforms.
The videos offered below covered a plethora of
these topics including mobile,
social, the second screen, and changing revenue models.
Click video icon 
to watch.
MOBILE – Interviews with Mike Boland, Program
Director, Mobile Local Media
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Mobile
Market Growth
Mike discusses the growth of the mobile market in the past year, specifically
focusing on the growth of ad sales within the mobile market. |
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Growth in Mobile
Local Search
Mike discusses mobile local search, explaining what it is, how it has grown in
recent years and what that means for the digital media industry as a whole. |
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Advertising
Evolution
Mike explains the evolution of advertising in recent years, specifically focusing
on how the growth in mobile technology has forced marketers to evolve their techniques
and approaches to advertising. |
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Mobile Adoption
Rates
Mike discusses mobile adoption rates in the United States and what this means
for the mobile and digital media market. Mike also looks forward to what this
could mean for the future of both industries. |
CONTENT – Interviews with Rick Ducey, Managing
Director and Program Director, Video Local Media
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The Great
Content Shift
Rick discusses the theme of “the great content shift”
and why it
is so important as the theme of the 2012 NAB Show. |
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Shifting Expectations
Rick discusses the shifting expectations that are facing the digital media industry
and highlights the fact that the power has shifted into the hands of the audience
and how businesses must adapt. |
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Second Screen
Rick discusses whether consumers are utilizing their devices to their full potential
and the impact of second screen on the industry. |
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Content
Strategies
Rick explains how important it is to know
how users
consume content before a business can build an
effective content strategy. |
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Adapting to New Players
Rick reviews the emergence of new players in the industry
and how partnerships
among different types of companies are more important than ever before. |
SOCIAL – Interviews with Jed Williams, Program
Director, Social Local Media
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Social TV
Jed discusses the emergence of social TV and explains the importance of the local
market and how it will play a role in social TV. |
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Viral Videos
Jed discusses the importance of social engagement around videos. |
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Social
TV & The Second Screen
Jed assesses the importance of the second screen as it relates to social TV. |
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Early Social
TV Players
Jed talks about the early players in the social TV market
- what they are doing
well and what lies ahead for social TV. |
REVENUE – Interviews with Mark Fratrik, Vice
President, BIA/Kelsey
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Revenue Models
Mark discusses the shift in revenue models
that has taken place in recent years
and the importance of multiple revenue streams
and broadcasting within target
markets. |
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Multiple
Revenue Streams
Mark discusses the key changes in broadcasting, including the emergence of new
players that are driving necessary changes in revenue models. |
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Future of
Broadcast Revenue
Mark talks about the future of the broadcast industry, focusing on how revenue
models will change and where the revenue streams will come from. |
