Insight Papers

BIA/Kelsey Insight Papers cover the true groundbreaking topics in local.

Whether the subject is sales transformation, call-based advertising, mobile payments or the future of loyalty programs, BIA/Kelsey analysts dig deep to provide a breadth of understanding and insight in our Insight Papers.

While our Insight Papers papers do cover subjects in depth, the writing style and format is designed to facilitate all reading styles, from cover-to-cover reads to those who skim for the key takeaways.

Mobile/Local/Social Trends, State of Search, Local Commerce

Mobile Local Discovery: The Next Era of Search

A historic transition of user activity from desktop to mobile is underway. As a result, Google, the company that defined search on the desktop, is faced with a major challenge to its dominance – a challenge that the search giant may be poised to turn into an enormous opportunity.

Click for details

Programmatic Advertising, Local Advertising

Local Scheduling Platforms
Defining the Local Stake in Programmatic Advertising

Programmatic ad exchanges — highly scaleable methods for automating ad campaigns in order to determine the right ad to serve to the right consumer at the right price — have become the talk of the digital advertising world. But how do they relate to local?

Click for details

SMBs, Leads, Promotions, Transaction Marketing, Loyalty

Local Scheduling Platforms
Local Scheduling Platforms: An Anchor for Commerce

Scheduling software programs for SMBs have had their ups and downs since they were initially introduced in 2008-2009. The emergence of cloud platforms and the use of scheduling as an anchor for loyalty and leads programs suggest the opportunity is ripening.

Click for details

Mobile/Local/Social Trends, Marketing Tactics

Social Sharing Goes Local
Social Sharing Goes Local

Among technology sectors transforming media, social sharing tops the list. This refers to mobile users sharing pictures via Instagram, video via Snapchat or location status via Facebook. It’s especially prevalent among increasingly buying-empowered millennials.

Click for details

Sharing Economy, Collaborative Consumption, Local Commerce Model

Local On Demand Economy: The Uberfication of Local Services
Local On-Demand Economy: The Uberfication of Local Services

One offshoot of the mobile revolution has been on-demand services. First put on the map by ride hailing service Uber, these are defined as mobile apps that allow consumers to summon products or services in an on-demand fashion, which are fulfilled or delivered offline in their local market.

Click for details

Digital Sales Organizations

Old House vs. New House’ Explores Traditional Media Companies Building Optimal Digital Sales Teams
Old House vs. New House: Building Optimal Digital Sales Teams

Traditional media companies struggle with how to build optimal digital sales organizations. The conversation often comes down to a binary choice: should a media organization rely on a digital-only sales force or a multimedia one?

Click for details

Card-Linked Offers

Status and Review of Card-Linked Offers, 2015
Status and Review of Card-Linked Offers, 2015

Card-linked offers (CLOs) are marketing offers that are intelligently targeted to consumers based on credit card/debit card or loyalty card transactions. Often linked to electronic wallets or e-payments, they represent an alternative to advertising, and are potentially revolutionary.

Click for details

Mobile and National-Local

Mobile Advertising Insight Report
Think Global, Target Local: Multi-Location Advertising in the Mobile Age

The explosion of smart phones and their advanced capabilities such as location awareness and connectivity will help propel location-targeted mobile advertising revenues to $6.6 billion in the U.S. this year, according to our U.S. Local Media Forecast 2015.

Click for details

Content Marketing

SMB Paradigm Insight Report
Content Marketing: The New SMB Paradigm

The traditional marketing funnel consisting of awareness, opinion, consideration, preference and purchase is shifting to a more complex and dynamic process that incorporates user-generated content (ratings and reviews), word of mouth and recommendations, along with new marketing access points like mobile and social media. This shift has forced SMB advertisers to engage in multiple formats and styles.

Click for details

Mobile

Insight Report
Phone Calls: The New Currency of the Smartphone Era

By 2018, BIA/Kelsey estimates that mobile search will generate 73 billion calls to businesses in 2018, up from 30 billion in 2013. This trend indicates a major shift is underway in the tech and media worlds: the tighter embrace of phone calls as a lead form for paying advertisers.

Click for details
Insight Report
Mobile Local Shopping and Payments: A Virtuous Cycle

Explores the world of mobile commerce and consumer buying habits. This includes a 360-degree view of consumer mobile purchasing behavior, mobile social networking and check-ins, showrooming, payment technologies, and how all these things are coming together. The report is designed to provide strategic and tactical insights necessary to be effective in mobile local commerce.

Click for details
Insight Report
From National to Local: Mobile Advertising Zeros In

Offers a comprehensive examination of the state of mobile local advertising. Emphasizing the 'localization' opportunity for national mobile ad campaigns, the report offers a detailed review of the state of mobile local advertising by exploring the advantages, performance indicators and challenges in the area of location-based mobile advertising.

Click for details

Loyalty & Transactions

Insight Report
'The New Marketplaces': Loyalty & Transaction Marketing

Offers an in-depth look at the loyalty and transaction marketing space. It provides an overview of the key topics in this dynamic new space, along with our view on where things are headed. For any business engaged in "local", this report offers valuable insights on the investments, revenue streams, competition and merchant adoption around loyalty and transaction marketing.

Click for details

Sales Transformation

Insight Report
'Sales Transformation: Building a Sustainable Model'

Analyzes the rapid changes that have taken place in the digital media sales environment and offers insights into six respected media companies whose sales operations have undergone some degree of change. Their experiences offer best practice examples for similar local media companies looking to advance their own sales organizations.

Click for details

Analyst Briefings

Speaking Engagements

BIA/Kelsey analysts speak at industry events throughout the year. See where we'll be next.

Local Media Watch

Subscribe to Local Media Watch Newsletter

See all blog posts

Webinar

SMB Adoption of Mobile, Social, E-Commerce, Loyalty Programs and Promotions
Findings from BIA/Kelsey's Local Commerce Monitor

View Video |  PDF of Slides  |  All Webinars