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2 © 2018 BIA Advisory Services. All Rights Reserved.
Webinar Moderators
Rick Ducey Managing Director
BIA Advisory Services
Mitch Oscar Director, Advanced TV, USIM
Executive Advisor, BIA Advisory Services
• BIA’s Local Video Ad Forecast Update • 21st Century Advanced TV Perspective • Executive Panel: Selling Advanced TV • Q&A
Agenda
3 © 2018 BIA Advisory Services. All Rights Reserved.
Advanced TV and Innovation in Local Television
Local Paid Media Ad Forecast: Highlights from BIA ADVantage
21st Century Advanced TV: An Historical Perspective
Discussion on the advanced TV market will examine:
Key initiatives developing in the advanced TV realm
Opportunities for traditional media and pure plays as they vie for local media budgets
Impact of advanced TV sales on the buying and selling of commercial television inventory
Maximizing ROI both for the media seller and advertising agencies/marketers
What’s on the minds of local TV group executives?
4 © 2018 BIA Advisory Services. All Rights Reserved.
Joining Us Today: Local TV Group Executive Panelists
Steve Lanzano Pres/CEO
TVB
Jo Kinsella CRO/EVP
TVSquared
Jon Sumber VP, Digital
Hearst
Brian Hunt OTT/CTV Ad Sales
Sinclair
Joel Fineman Dir., Publisher Dev.
Premion TEGNA
5 © 2018 BIA Advisory Services. All Rights Reserved. 5 © 2018 BIA Advisory Services. All Rights Reserved.
Local Video Ad Forecast: 2018-2023
BIA Advisory Services
6 © 2018 BIA Advisory Services. All Rights Reserved. 6 © 2018 BIA Advisory Services. All Rights Reserved.
Sizing the Opportunity and Trends
Growth Strategies for Local TV Advertising
7 © 2018 BIA Advisory Services. All Rights Reserved.
Local Advertising: 2019 and 2023
NATIONAL MEDIA OVERVIEW
8 © 2018 BIA Advisory Services. All Rights Reserved.
National Brands to Spend $5.4B More in Local Media
Local media for national brands rising from $62.1B to $67.5B by 2023
Source: BIA U.S. Advertising Forecast 2019
BIA RESEARCH
9 © 2018 BIA Advisory Services. All Rights Reserved.
Targeted Advertising
13.5%
24.8%
31.9%
35.7%
37.8%
42.5%
46.3%
50.1%
Behaviors
DMAs/TV Markets
Addresses
Nationwide
Demographics
States/Regions
Cities/Counties
Postal Codes
At what level do you target ad audiences? Sample Size = 399
65.2%
70.7%
70.8%
71.9%
72.8%
75.1%
75.3%
76.8%
81.2%
Consumers Who Have Incomes That
Match Your Likely Customers
Consumers Who Are in an Age Range
That Matches Your Likely Customers
Consumers Who Have Visited Your
Website
Consumers Who Are in a Relevant
Geographic Location
Consumers Who Have an Interest That
Your Product or Service Caters To
Consumers Who Have Made Related
Purchase in the Last Six Months
Consumers Who Visit the Locations of
Your Competitors
Consumers in Close Proximity to Your
Business
Consumers That Have Searched for
Related Products
Very & Extremely Important
When using targeted digital ads how important is getting your ads in front of the following? Sample Size = 399
Importance of Different Consumer Groups Targeting Levels Used
BIA SAM™ SURVEY
10 © 2018 BIA Advisory Services. All Rights Reserved.
TV’s Digital Opportunity Target
Big Target for TV: $16B growth in local spending in Online and Mobile
Source: BIA Advisory Services, September 2018. *Excludes “TV Online”
24.1
24.4
1.3
17.3
32.1
32.7
2.0
17.6
0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0
Online
Mobile
TV Online
TV OTA
2023 2019
$8.3 B increase
$8 B increase
11 © 2018 BIA Advisory Services. All Rights Reserved. 11 © 2018 BIA Advisory Services. All Rights Reserved.
1. Data-driven audience targeting 2. Platforms with transactional efficiency 3. Attribution
Why the shift toward digital spending?
12 © 2018 BIA Advisory Services. All Rights Reserved. 12 © 2018 BIA Advisory Services. All Rights Reserved.
Panel Discussion Let’s talk with the experts
13 © 2018 BIA Advisory Services. All Rights Reserved.
Joining Us Today: Local TV Group Executive Panelists
Steve Lanzano Pres/CEO
TVB
Jo Kinsella CRO/EVP
TVSquared
Jon Sumber VP, Digital
Hearst
Brian Hunt OTT/CTV Ad Sales
Sinclair
Joel Fineman Dir., Publisher Dev. Premion TEGNA
© 2018 BIA Advisory Services. All Rights Reserved. | 14
Actionable Insights into Local Advertising
BIA produces nationwide and local market data
that helps broadcasters, digital executives and
publishers whose sole aim is targeting
advertisers and growing their share of wallet.
Our data, insights and analysis are delivered in
our intelligence platform, BIA ADVantage.
We’re helping clients with their 2019 budgets right now. We’d be
pleased to discuss how we can help you.
Email rducey@bia.com to set up a time to talk privately.
Questions & Comments:
© 2018 BIA Advisory Services. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and
other civil or criminal penalties under federal law. BIA Advisory Services disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that
may result from the use or interpretation of this information.
Rick Ducey, Managing Director, BIA Advisory Services
rducey@bia.com | (703) 818-2425
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