Big changes are on the horizon for local ad spending. We've been monitoring a booming economy, the exit of bellweather retailers, the expansion of cheaper DIY social media, and other dynamic factors. Subscriber Only.
There was a lot of negative press about Facebook in 2018, so we wondered how local advertisers might be reacting. This 17-page report takes their pulse on how effective Facebook marketing, how that's changed, what they're spending, what they're accomplishing, and who's handling their posts. The findings come from a survey of our SMB panel that we conducted in late September. It includes more than a dozen charts and dozens of comments directly from survey participants. The report is available exclusively to subscribers.
Our annual Automotive Advertising Outlook is here, and the numbers paint a picture that makes pre-recession times look like the industry's heyday. U.S. Auto Advertising is on track to fall 7.3% this year, to $34.4 billion. Local TV seems to be bearing the brunt of the cuts, as new-car sales decline used-car sales go flat, and manufacturers and dealers try new things. But all types of media are feeling the pain.
This 15-page report delivers unique insights on how local businesses are spending their marketing dollars. The average SMB is now using eight different types of marketing -- up from 5 just a few years ago. You'll learn what's changing, what's staying the same, and why their cutting or expanding certain types of media budgets.
This is our third and final forecast for 2018 as we head into the post-Labor Day advertising frenzy. We've added $100 million to our latest forecast, putting the 2018 total at $8.9 billion. There's more flowing to local races, thanks to bountiful PAC money. All types of media stand to benefit, especially broadcast TV.
This 18-page report gets into the minds of local ad agencies and delivers fresh insights into what they're recommending for clients, and why. We asked about video, social media, types of media used, effectiveness and ROI of that media, and what's best for branding, selling, and ROI.
This 18-page report includes 17 charts and graphics from the survey results we collected from April through the end of June 2018. They represent a fascinating story that shows how, suddenly, hardly any SMBs are buying digital by itself or traditional media advertising by itself.
We devoted our monthly SMB panel questionnaire in March 2018 to one of the most powerful forms of marketing: Email. The 10-page summary offers insights on how they're using email, how many addresses they have, how long it takes to craft emails, and how email rates against other forms of direct marketing.
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This year's political advertising bounty just got bigger. Our latest forecast for 2018 political advertising compiled after seeing the results in a few early primaries and one special election, adds more than $300 million to the total. We've also re-forecast spending across the various media channels. READ MORE
This 19-page report offers insights from our monthly panel of more than 1,000 local advertisers. We asked them for predictions in December 2017, then re-polled them in January 2018 on a hand-picked list of the ones we found most interesting. The result is a unique glimpse of how SMBs felt about 2017 and how optimistic they are about this year.
Wrenching changes in automotive advertising are forging a new landscape for local media. Broadcast media and newspapers are losing more ground, while online and direct mail are on the rise. Our annual report examines the underpinnings of those changes. It tracks historical shifts in automotive spending across each media type and issues forecasts for up to five years.