© 2018 Borrell Inc. ALL RIGHTS RESERVED.

© 2018 Borrell Inc. ALL RIGHTS RESERVED.

#LOAC2019

© 2018 Borrell Inc. ALL RIGHTS RESERVED.

What’s Changing

In the past 3 years advertisers have . . .

✓ Increased buying: 5.5 types of media to 8

✓ Decreased # of companies they buy from: 5 to 3.5

✓ Migrated to digital+traditional bundles: 90% buy that way

All About Audio

Edison Research Share of Ear Study, 2018, 13+ persons

4 HRSPER DAY

W I T H A U D I O

A M E R I C A N S S P E N D

2%

5% 6%8% 8% 8%

12% 12% 13%

17% 17%

22%

29%

33%

36%

44%

50%

53%

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Base: Total Population 12+

Source: Edison Research and Triton Digital; The Infinite Dial 2018.

% W H O L I S T E N E D H A V E T O S T R E A M I N G A U D I O I N L A S T W E E K

STREAMING IS

THE MAINSTREAM57%

E S T I M A T E D

160M

IT’S NO SURPRISE THAT SOUND IS EXPLODING

Source ; Streaming: Statista Digital Music: Music Streaming Users 2018 vs. 2016; Podcasts, Edison “Podcast Consumer 2018” Weekly Listeners 2018 vs. 2016; Music Festivals: Nielsen Music 360 2018 – Music Festival Attendance; Smart Speakers: Voicebot Voice Shopping Adoption Report June 2018

7

• % Growth

• 2018 vs. 2016

+44%

Streaming

+31%

Podcasts

+114%

Music Festivals

+2100%

Smart Speakers

8

© 2018 Borrell Inc. ALL RIGHTS RESERVED.

9

© 2018 Borrell Inc. ALL RIGHTS RESERVED.

11

What Influences SMBs Most?

Asked of Local Advertisers

in Borrell’s Surveys:

Which has the

greatest influence

in your ad buys? ? ?

% % %

?

© 2018 Borrell Inc. ALL RIGHTS RESERVED.

DarnellHolloway

Why Yelp is Pursuing Local Marketing Partners

© 2018 Borrell Inc. ALL RIGHTS RESERVED.

TimPirrone

Radio’s Most Aggressive Approach to Digital

© 2018 Borrell Inc. ALL RIGHTS RESERVED.

Jim Wilson

Who’s Buying OTT, And Where is the Local Market Headed?

© 2018 Borrell Inc. ALL RIGHTS RESERVED.

RebekahDopp

The Google News Initiative:What’s Been Accomplished, What’s Ahead

© 2018 Borrell Inc. ALL RIGHTS RESERVED.

MattCoen

Why “Promotions Have Becomea Key Driver of Ad Sales

© 2018 Borrell Inc. ALL RIGHTS RESERVED.

Maggie Louie

JamesByrd

Rusty Coats

Local Ad Fraud May Be Bigger Than You Think

© 2018 Borrell Inc. ALL RIGHTS RESERVED.

CASE

STUDIES

Lunch Sponsored By #LOAC2019

Program ResumesAt 2:00 PM

Lunch 12:30-1:30Dessert with Exhibitors 1:30-1:00pm

© 2018 Borrell Inc. ALL RIGHTS RESERVED.

NancyLane

Finding Sustainable Business Models:

How the LMA & LMC Will Use

Facebook’s Million Dollar Investment

FranWills

© 2018 Borrell Inc. ALL RIGHTS RESERVED.

JustinNabozna

Waze Proves It’s All About Location,

Location, Location

© 2018 Borrell Inc. ALL RIGHTS RESERVED.

Who “Owns” Digital Sales?

Structure & Compensation to Drive Revenue

Growth

Matt Bartels

David Cichelli