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BIA/Kelsey Analysts Identify Key Local Media Trends to Watch in 2010

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					BIA/Kelsey Analysts Identify Key Local Media Trends to
in 2010
January 19, 2010 11:05 AM Eastern Time  

CHANTILLY, Va.--(EON: Enhanced Online News)--BIA/Kelsey has released its top five trends and industry developments to w
interactive local media, mobile local media, global Yellow Pages, vertical directories and classifieds, and broadcast media. These pr
drawn from analysis of more than three-dozen anticipated developments the firm provided to clients of its Continuous Advisory Ser

“For some time now, BIA/Kelsey analysts have been predicting that 2010 will be a watershed year,” said Neal Polachek, president
the economy inches toward recovery and digital media continue to gain ground aided by mobile and social momentum, 2010 will ce
year to track.” 

What to Watch in 2010 — BIA/Kelsey’s Top Five Predictions

The top five predictions for 2010 from BIA/Kelsey’s Continuous Advisory Services — Interactive Local Media, Mobile Local Me
Report® (global Yellow Pages), Digital Strategies for Broadcasters (the firm’s newest advisory service), and Marketplaces (vertica
services) — are outlined below.

  1. The Return of a Competitive Search Market. BIA/Kelsey’s Interactive Local Media analysts believe the next two years
     alter the local media market landscape, based on the thesis that the economic implosion over the past year and a half will irre
     advertiser behavior. The ILM team’s top prediction is the return of a competitive search market. They have advised their
     traffic acquisition costs to start to rise. If AOL moves to the Bing camp, the “tri-search-fecta” of Bing-Yahoo-AOL brand w
     competitive one.
  2. Location, Location, Location. BIA/Kelsey’s Mobile Local Media analysts believe the mix of technology, usage and advert
     further define the pace and change of mobile media and affirm the core role mobile will play in the $140 billion local media in
     MLM analyst team predicts location and geotargeted advertising will represent a long-elusive revenue stream for T
     third parties that mash up Twitter streams and location data. Also expect Facebook to integrate automatic locatio
     the status updates that have become central to its user experience.
  3. Mobile Monetization Takes Hold. Analysts from BIA/Kelsey’s The Kelsey Report® believe the level of urgency for Yell
     publishers to diversify their mix of revenues and re-engineer their sales organizations is at its peak. Look for publishers to beg
     discrete monetization paths for their mobile search products. These will range from discrete landing pages to pay
     dollars will be small, but publishers will want to see how they are embraced by the sales channel and reps. They will also wan
     which approaches deliver value and which do not.
  4. Broadcasters Win With Localism. The top prediction from Digital Strategies for Broadcasters, BIA/Kelsey’s new Contin
     Service, suggests local broadcasters have three incredibly valuable assets — local brands, local content and local sales f
     analysts are advising clients to expect to see some creative broadcasters bringing these assets together in very com
     models.
  5. Newfangled Ad Networks Begin to Monetize Hyperlocal. Despite the general devaluation of ad networks and the impa
     economy, BIA/Kelsey’s Marketplaces analysts believe vertical ad networks hold a great deal of promise. The vertical oppor
     marketplaces appear to be the sector of the Internet economy where many of the biggest opportunities lie. New vertical co
     provide a certain amount of sustaining revenues from emerging players, such as networks of hyperlocal sites and
     networks. Marketplaces analysts will be watching for agencies to ask for alternative online distribution and to put up the buc
     will highlight this subject and other opportunities for local media players to drive audiences, value and revenues through vertic
     its upcoming Marketplaces 2010 conference, March 22-24 in San Diego, California.

For more information on Marketplaces 2010, including the agenda, speakers and registration, visit www.kelseygroup.com/marketpl
For information on BIA/Kelsey’s Continuous Advisory Services and to learn how to become a client, please contact Michael Taylo
mtaylor@kelseygroup.com.

About BIA/Kelsey

BIA/Kelsey advises companies in the local media space through consulting and valuation services, research, Continuous Advisory S
conferences. Since 1983 BIA/Kelsey has been a resource to the media, mobile advertising, telecommunications, Yellow Pages and
directory markets, as well as to government agencies, law firms and investment companies looking to understand trends and revenu
BIA/Kelsey’s annual conferences draw executives from across industries seeking expert guidance on how companies are finding inn
grow. Additional information is available at www.bia.com and www.kelseygroup.com. The company’s blogs are located at http://bl
and http://blog.kelseygroup.com/, and it can be found on Twitter through http://twitter.com/BIAKelsey.

Contacts
BIA/Kelsey
MacKenzie Lovings, 703-802-2992
mlovings@bia.com
or
Eileen Pacheco, 781-556-1026
eileen@tango-group.com
or
Robert Udowitz, 703-621-8060
rudowitz@bia.com

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Description: BIA/Kelsey’s five trends and industry developments in 2010 include the return of competitive search, the monetization of mobile and hyperlocal, and the growth of location and geotargeted advertising. /a
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