Vertical Reports

Insights into Local Advertising of Top Business Verticals

To help local media organizations understand the media spending trends and behaviors of advertisers within key vertical industries, BIA/Kelsey is producing a series of vertical ad reports.

The vertical reports offer a deep examination of the top business verticals, with each examining traditional and digital spending trends, providing a detailed overview of the subcategories in each vertical, profiling the market ad share by media and detailing the habits and behaviors of SMB advertisers. Each report offers customized take-aways for different business segments.

Planned vertical reports include: Health care, Auto, Financial, Insurance, Education and General Stores.

Financial Vertical

Financial Vertical Advertising Report
Insights into Local Advertising - Financial Vertical

BIA/Kelsey estimates financial organizations will spend $7.5 billion on local advertising in 2015, representing 5.4 percent of the $137.9 billion total local advertising market.

Of this amount, 73.5 percent is expected to be allocated to traditional media. Digital, however, is a key area for financial, with BIA/Kelsey projecting all growth in local advertising for the financial vertical category occurring in online/digital media.

This data analysis and more is covered in the vertical report, "Insights in Local Advertising - Financial Vertical," which examines local media spending trends and consumer media usage habits in the financial sector. This includes information on Accounting Firms, Commercial Banks, Savings Institutions, Credit Unions, Securities Brokerage Firms, and Portfolio Management Firms.

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Automotive Vertical

Automotive Vertical Advertising Report
Insights into Local Advertising - Automotive Vertical

BIA/Kelsey estimates automotive organizations will spend more than $15.1 billion on local advertising in 2015, representing 11.1 percent of the $137.9 billion total local advertising market.

Of this amount, 77 percent is expected to be allocated to traditional media. Digital, however, is a key area for automotive, with BIA/Kelsey projecting all growth in local advertising for the automotive vertical category occuring in online/digital media.

This data analysis and more is covered in the vertical report, "Insights in Local Advertising - Automotive Vertical," which examines local media spending trends and consumer media usage habits in the automotive category.

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Health Care Vertical

Health Care Vertical Advertising Report
Insights into Local Advertising - Health Care Vertical

BIA/Kelsey estimates health care organizations will spend more than $10.7 billion on local advertising in 2015, representing 7.8 percent of the $137.9 billion total local advertising market.

Of this amount, $9.2 billion (87.2 percent) will be spent on traditional media, with the remaining $1.5 billion allocated to digital/online.

The report, "Insights into Local Advertising - Health Care Vertical," examines this vertical and explores the industry's subcategories to include hospitals, physicians, dentists, optometrists, chiropractors and residential care facilities.

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