Progress in advanced TV and the industry’s commitment to new methods that will improve interactivity and the viewer experience are likely contributing factors in an ascending US local video ad market in 2018, says a report from BIA/Kelsey.

BIA/Kelsey found that growth in the market for local video impressions and related ad spending will likely be sourced from the mobile and desktop/tablet ad platform categories. It observed that marketers plan to increase their spending in these categories because of the ability to develop and measure data-infused video campaigns that can target video audiences on an individual basis using segmenting attributes.
“Local TV must become more competitive to maintain growth in a market where local ad spending is migrating to digital ad platforms, driven by the secular trend of increased people-based marketing,” said Rick Ducey, managing director BIA/Kelsey and report co-author. “Advanced TV could be a viable solution because it brings data-infused audience targeting beyond just gender and age and delivers analytics between TV ad exposure and subsequent consumer behaviours. Eventual success will come down to continued efforts in developing and transitioning to new automated workflows.”