bobbi loy-luster vp – client services, bia/kelsey january 25, 2011 2011 ubl user conference:...
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Bobbi Loy-Luster
VP – Client Services, BIA/Kelsey
January 25, 2011
2011 UBL User Conference: Interactive Local Media Industry
Overview
2
BIA/Kelsey’s Suite of Services
Continuous Advisory Services
Valuation and
Litigation
Strategic Consulting
Due Diligence
Sales Training
Data and Research
Conference and Events
Our Clients
3
Publish Key Research and Forecasts
Research
• SMB Research• Small SMBs • Large SMBs
• Mobile Research
• Consumer Research
• Industry Research
• FCC Research
Forecasts
• Global Advertising
• Europe• North America
• United States• Markets
• Mobile Phone• Usage• Advertising
• SMB Advertising
4
Local Media and Advertising Spending
Total 2009 U.S. Ad Spending$235.6 Billion
Local Adver-tising
National Advertising
• About 55% of all ad spending is “local.”
• Local ad spend includes spending by SMBs, national advertisers, and regional advertisers making local buys.
Source: National figures based on consensus of estimates from research groups including Myers, Wilkofsky, eMarketer, Barclays, Bernstein, Oppenheimer, UBS, VSS, Citi, Cowen, GroupM, MAGNA, ZenithOptimedia, Collins, Jefferies, BMO, Morgan Stanley and ThinkPanmure.
US$ Billions
5
Local Ad Market Currently Dominated by Traditional Media
Newspapers18.9%
Direct Mail28.7%
TV13.9%
Radio10.8%
Yellow Pages8.3%
OOH4.9%
Cable4.1%
Magazine2.4%
Online / Interactive 6.9%
ERPM*0.8%
Mobile0.3%
2010 U.S. Local Media Revenues — $133.3 Billion
Digital revenues associated with traditional media (e.g., Web sites associated with local TV stations, local radio stations, newspapers and magazines) are included in the revenues for the traditional media. Revenues for Internet Yellow Pages that are associated with print Yellow Pages are included in the overall Yellow Pages media category.
*ERPM = E-Mail, Reputation and Presence Management
6
Steady Shift Toward Digital Media
2008 2009 2010 2011 2012 2013 2014$0.0
$20.0
$40.0
$60.0
$80.0
$100.0
$120.0
$140.0
$160.0
$180.0
$140.8
$115.1 $113.6 $110.2 $110.4 $109.3 $110.0
$15.5
$15.5 $19.6 $23.0 $26.8 $30.9 $35.2
Traditional Online/Interactive
US
$ B
illio
ns
2009-2014CAGRs:
Total MediaCAGR 2.1%
Traditional Media
CAGR -0.9%
Online/ Interactive
MediaCAGR 17.4%
$130.6 $133.3 $133.2$137.3 $140.2
$145.2$156.3
Note: Numbers are rounded. Source: BIA/Kelsey Estimates
7
2008 – SMB Relationships Built on Channels That Deliver Perceived Audience
Millions of SMB relationships
Source: BIA/Kelsey Estimates
8
2010: In 2 Years, SMB Relationships were Radically Transformed
Source: BIA/Kelsey Estimates
Millions of SMB relationships
There has never been a ramp this fast…ever
9
Last Year, 32% of SMBs Intended to Build a Page on a Social Network
SMBs That Intend to Use a Page on a Social Site in Next 12 Months
Overall average @ 32%
Note: Scale begins at 10%.
Source: Local Commerce Monitor Wave XIII August 2009 (Sample: 302). Methodology: Online. Cosponsor: ConStat.
10
2010 - Use of Social Media is Intense
Facebook Other Social Net'k Twitter0%
10%
20%
30%
40%
50%
60%
48.5%
25.1%
18.9%
Pe
rce
nt
of
SM
Bs
Us
ing
T
his
Me
diu
m
Usage of various “social media” by SMBs is already intense. Nearly half of SMBs report having a Facebook page for their business – even more than use Email marketing.
Sources: Local Commerce Monitor Wave 14. November 2010.
Use of Social Media
11
Membership in Social Networks is Exploding
Q1/2008 Q1/2009 Q1/20100%
20%
40%
60%
80%
100%
120%
140%
16%
44%
67%34%
32%
30%
4%
7%
14%
6%
20%
TwitterLinkedInMySpaceFacebook
Multiple mentions allowed.
Source: User View. Wave VII: February 2010 sample 1,002Methodology: Online. Cosponsor: ConStat.
Membership in Social Networks Continues to Explode
Per
cen
t o
f R
esp
on
den
ts
12
Presence, Performance, Permanence
Presence•Listings•Print•Banners•Search•DOOH•Door hangers•Radio•Cable TV•Mobile TV
Performance
•Clicks•Calls•Forms•Store Visits•Inquiries•Ratings•Reviews
Permanence
•Online booking•Customer reminders•Customer updates•Retention strategies•Telephone training
13
“Named after the aviation slang term for the Himalayas, this exotic Japanese eatery at the Santa Monica Airport offers luscious sushi and beautifully presented innovative fare.”
~ The Hump Restaurant Santa Monica, CA
Why? Consider the Implications of the Social Net
14
Case Study :~15 Years in Business; High reviews & Consistent Volume
The Hump
15
Case Study : On-line Conversations Spike on March 10th
16
Case Study: 10 Days Later…
17Courtesy 15 Mile & comScore
Everyone launches Local Check-in
April 2010
Twitter Launches Places
June 2010
Launch of FoursquareMarch 2009
Facebook Launches
PlacesAugust 2010
Search and Social Get Local & Mobile
Local tags
Service Areas
QR Codes
18
Mobile Internet Access Has Increased
Wave I Wave II Wave III0%
5%
10%
15%
20%
25%
0
5
10
15
20
25
10.2%
14.8%
21.0%
7
10
20
Heavy Users Mean Number per Month%
Use
rs M
aki
ng
>1
0 I
nte
rne
t A
cce
sse
s p
er
We
ek
The percentage of heavy Internet users continues to increase significantly. The overall mean number of Internet accesses per month, for all users, doubled to 20.
Mea
n N
umbe
r of
Inte
rnet
A
cces
ses
per
Mon
th, b
y al
l Use
rs
Source: Mobile Market View Wave III, October 2009, sample = 504; Wave II, October 2008, sample = 512; Wave I, September 2007; sample = 500. Methodology: Online. Cosponsor: ConStat.
19
Mobile Commercial Searches in Past Six Months
Searches for local products or services now exceed out-of-market searches by a wide margin.
Searched Internet for local products or services
Got information about restaurants or bars
Searched Internet for products or services outside my local area
0% 10% 20%
18.5%
13.3%
11.1%
15.6%
11.7%
14.3%
9.8%
9.0%
6.4%
Wave IWave IIWave III
Out-of-market searches
Local searches
Source: Mobile Market View Wave III, October 2009, sample = 504; Wave II, October 2008, sample = 512; Wave I, September 2007; sample = 500. Methodology: Online. Cosponsor: ConStat.
Contact:
Bobbi Loy-Luster
VP – Client Services, BIA/Kelsey
bloy@kelseygroup.com
(704) 892-0296
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