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BIA/Kelsey Reveals 2016 Local Media and Advertising Predictions

Dec 18, 2015

Analyst predictions consider the impact on local media and advertising by millennials, mobile payments, Facebook, Google, data-driven ad sales, Yellow Pages consolidation, ad attribution, programmatic advertising, on-demand economy and online video.

CHANTILLY, Va. (Dec. 18, 2015) Throughout the year, BIA/Kelsey analysts make predictions, mapping the future of the local media and advertising landscape. To assist clients in their planning efforts, BIA/Kelsey has compiled the analyst team’s expectations for 2016 in a new report titled What’s Next: BIA/Kelsey 2016 Analyst Predictions.

“Making predictions is a core part of what we do as analysts,” said Michael Boland, chief analyst and VP, content, BIA/Kelsey. “This report is spells out our ongoing forecasting and analysis, which will carry into 2016 with our day-to-day coverage of the local media and advertising industry.”

The report contains more than 20 predictions for the year ahead, offering insights for BIA/Kelsey’s key coverage areas, including mobile, social media, online media, search, online video, programmatic advertising, software, print media, small-business marketing, local media sales, broadcast media, publishing and the on-demand economy. The full report is available to BIA/Kelsey clients or for purchase.

Top 10 Highlights from BIA/Kelsey’s 2016 Predictions

BIA/Kelsey has released a free “Top 10” preview of its 2016 analyst predictions. The Top 10 highlights selected nuggets on the impact on local media and advertising by millennials, mobile payments, Facebook, Google, data-driven ad sales, yellow pages, ad attribution, programmatic advertising, the on-demand economy and online video. More details about each of the Top 10 predictions listed below are available online.

  • Millennials will drive the next wave of marketing innovation – Abid Chaudhry
  • Facebook emerges as a giant in local marketing and offline attribution – Michael Boland
  • Data-driven local ad sales is the new normal – Charles Laughlin
  • Data will unlock attribution, local’s holy grail – Rick Ducey
  • Unicorns join the endangered specials list – Mitch Ratcliffe
  • Mobile payments and beacons face a moment of truth – Michael Boland
  • Google launches assault on mobile apps – Abid Chaudhry
  • The Yellow Pages industry will see more consolidation – Charles Laughlin
  • The march of programmatic continues – Rick Ducey
  • SMBs get animated – Mitch Ratcliffe

About BIA/Kelsey

BIA/Kelsey advises companies in the local media space through consulting and valuation services, research and forecasts, Custom Advisory Services and conferences. Since 1983 BIA/Kelsey has been a resource to the media, mobile advertising, telecommunications, Yellow Pages and electronic directory markets, as well as to government agencies, law firms and investment companies looking to understand trends and revenue drivers. BIA/Kelsey’s annual conferences draw executives from across industries seeking expert guidance on how companies are finding innovative ways to grow. Additional information is available at, on the company’s Local Media Watch blog, Twitter ( and Facebook (

Media Contact:
Eileen Pacheco
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