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New BIA/Kelsey Insight Paper examines economic potential of local programmatic TV alongside the growth of the local video ad marketplace and features interviews with a panel of industry experts.
CHANTILLY, Va. (Feb. 2, 2017) – BIA/Kelsey’s latest ad forecast reveals that spending on local video to target local audiences will grow by $5 billion from $32.6 billion in 2016 to $37.6 billion by 2021. Most of this growth will come from digital video and local TV. This digital growth could be tempered as programmatic becomes more of a reality in broadcast and MVPD video platforms, with a portion of the video forecasted spend being directed to linear video platforms. A new report by BIA/Kelsey, Programmatic is Coming to Local TV in 2017, examines the economic potential of local programmatic TV and its current state.
“The innovation being displayed in local TV and programmatic is becoming more widespread,” said Rick Ducey, managing director, BIA/Kelsey. “Our latest research reveals the landscape of programmatic players is growing more complex as companies offer more cross-platform and cross-functional solutions. These developments are being supported by new alliances and partnerships, mergers and acquisitions, and sophisticated product roadmaps. When you step back and examine the possibilities, any movement of local TV toward programmatic buying and selling will significantly impact the amount of spending and could win more spending that might have gone to digital.”
The paper includes an assessment of the local programmatic TV space at the start of 2017 and analyses five key factors that must be addressed for continued successful expansion:
The 44-page report includes interviews with a panel of industry experts from key companies, including: AdMore, Cox, Empower, NCC Media, Nielsen, TubeMogul and Turner. They reflect on topics including key partnerships, compatibility of programmatic TV with traditional selling process, Impact on commercial inventory sales and acceptance of programmatic TV at agencies. It also includes interviews of companies interviewed and published in earlier reports: 4C Insights, Cadent, comScore, Epsilon, Experian, Hubbard Broadcasting, Placemedia, Quantum 11, Sinclair Broadcast Group, Strata, The Media Kitchen, US International Media, Videa and WideOrbit.
More information about “Programmatic is Coming to Local TV in 2017“ including how to purchase, is available at http://bit.ly/Programmatic2017Q12017. BIA/Kelsey content subscribers will receive the report this week.
BIA/Kelsey (@BIAKelsey) combines data, analytics and insights to provide its clients with the information they need for grounded financial and strategic action. Since 1983, BIA/Kelsey has been a valuable resource for many of the leading companies in media and the financial and legal community serving media and telecom, as well as the FCC and other government agencies. Today, BIA/Kelsey offers a broad range of research, consulting services and conferences to traditional and new media companies. Learn more about BIA/Kelsey at https://www.bia.com.