Sponsors & Partners

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

2

Today’s Agenda & Discussants

Dave PierpontSVP Performance

MediaAnsira

Jared ShustermanCEO

SproutLoud

Frost PrioleauCEO

Simpli.fi

Welcome!

• LaaS Defined

• Marketplace Forecast

• 6 Questions with Expert Answers

• Polls and Surveys

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

3

Poll Question 1

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

4

National brands want to both look good at the local level and drive engagement.

According to BIA estimates, by 2022, national brands will spend $74.8 billion in paid media to reach local audiences through a variety of channels including direct buying and funding through co-op and market development fund programs.

The rise of local marketing automation, aka, “through channel marketing automation,” has reshaped the ecosystem for brands, agencies, local affiliates, and both digital and traditional media.

BIA uses the label “Local as a Service” (LaaS) to designate companies that exist to connect national brands to local consumers leveraging technology, platforms, data, and automation.

• Our research examines how MarTech is disrupting brand to local channels and activation and how brand marketing is evolving in local markets.

• LaaS platforms enable data-driven, automated targeting and activation of local media channels.

• This is leading to greater utilization of local media by national marketers.

This panel will address how both national marketers and local media channels win with LaaS platform solutions.

Overview of LaaS

Local as a Service (LaaS) makes it easier for national brands to buy local media

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

5

BIA’s LaaS Reports – Complimentary Downloads

Sector overview, company profiles, case studies

Download both reports:

http://bit.ly/LaasReports

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

6

Source: BIA U.S. Advertising Forecast 2019

National Brands to Spend $15.2B More in Local Media

Local media for national brands rising from $59.6B to $74.6B by 2022

$59.6 $63.7 $65.3 $69.3 $70.7 $74.8

$34.4 $36.0 $36.8 $37.8 $38.8 $41.6

$46.9 $48.8 $50.9 $53.2 $56.0 $59.2 $140.9

$148.6 $153.0$160.4 $165.4

$175.6

$0

$20

$40

$60

$80

$100

$120

$140

$160

$180

$200

2017 2018 2019 2020 2021 2022

SMB

Local,non-SMB

National

US$

Bill

ions

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

77© 2017 BIA/Kelsey. All Rights Reserved. | 7© 2018 BIA/Kelsey. All Rights Reserved. |

Let’s meet our panelistsQuick Intros

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

8

FROST PRIOLEAUCEO and Co-Founder

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

9

THE EVOLUTION OFLOCALIZED TARGETING

ZIP CODEDMA GEO-FENCING ADDRESSABLE

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

10

THE PROGRAMMATIC PLATFORM FOR LOCALIZED ADVERTISING

DISPLAYMOBILE VIDEO NATIVEOTT/CTV

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

11

LOCALIZED AUDIENCES

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

12

NATIONAL CAMPAIGNS WITH HIGHLY LOCALIZED AUDIENCES

DELIVERING PERFORMANCE ON HIGH VOLUMES OF LOCALIZED CAMPAIGNS

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

13

AUDIENCE OPTIMIZATIONAt The Local Level

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

14

THE DATA DIFFERENCEUnstructured Data VS. Prepackaged Segments

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

15

The Future of Brand-to-Local Marketing

OnlinePortal

Flexible Funds Management

Integrated Vendors

Integrated Analytics

One Stop Shop for Local Partners

Integrated Marketing Service Providers (MSPs)

Eliminate Vendor Management

Influence Behaviors by Offering Different

Funding

Partner Tracks the Performance of Spend

Centralization and Automation Simplifies Marketing

The Future of Local Partner Marketing

Direct Mail

Branded Micro-site

Listings Management

Social Content

PPC

Partner

Newspaper

Radio

Partner Selects Tactic

Partner Logs Into Cloud Portal

Partner Funds

Brand Funds

Digital Display AdsDigital Display Ads

› No Opportunity for Fraud › No Sub-Par Execution › No Claims No Reimbursements

A Single SaaS Solution forthe Partner Marketing Lifecycle

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

19

Ansira

Brand to channel marketing orchestration

Dave PierpontSVP Performance Media

Ansira

What’s going on in the LaaS space?Question 1

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

21

Discussants Answer

Dave PierpontSVP Performance

MediaAnsira

Jared ShustermanCEO

SproutLoud

Frost PrioleauCEO

Simpli.fi

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

22

Goal of Channel Marketing is to Increase Sales Through Partners

Channel marketing challenges by complexity, execution at scale, ROI analytics

Brands face a lot of challenges creating, executing and funding local advertising

57 percent of local business owners opt not to use Co-Op programs because they find the process so difficult.

Only 52 percent of the $70 billion spent on Co-Operative advertising each year gets used because the Co-Op process is so difficult to manage.

83 percent of Brands are putting little to no effort into measuring success because it is so difficult.

https://sproutloud.com/blogs/the-next-evolution?utm_source=email&utm_medium=pardot&utm_campaign=blog

Jared ShustermanCEO

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

23

The Evolution of Localized Marketing

Addressable programmatic is the “new local.” “Local” has evolved

• DMA• Zip Code• Geofencing• Addressable

Achieve scale and personalization in localized marketing via programmatic platforms.

OTT, Advanced TV, Mobile, Desktop

Addressable programmatic redefines “local”

Frost PrioleauCEO

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

24

Data and Creativity Are Not Enemies

Myths about data. Data and creativity are the best of friends Myth: Data is killing creativity

• Fact: Data helps us do creative better.

Myth: Data is used to cut corners

• Fact: Effectively using data can cut costs and save time.

Myth: Advertisers use data because they are chickens.

• Fact: Data helps us avoid costly mistakes.

Myth: Data isn’t capable of creating emotions.

• Fact: Data allows us to create more meaningful connections.

Dave PierpontSVP Performance

Media

What brands are particularly successful using LaaS platforms?Question 2

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

26

Discussants Answer

Dave PierpontSVP Performance

MediaAnsira

Jared ShustermanCEO

SproutLoud

Frost PrioleauCEO

Simpli.fi

What are the major problems or issues preventing national brands from doing more localized marketing?Question 3

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

28

Discussants Answer

Dave PierpontSVP Performance

MediaAnsira

Jared ShustermanCEO

SproutLoud

Frost PrioleauCEO

Simpli.fi

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

2929© 2017 BIA/Kelsey. All Rights Reserved. | 29© 2018 BIA/Kelsey. All Rights Reserved. |

National campaigns are easier for CMOs. How can they execute locally at scale and keep control?Question 4

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

30

Brand-to-Local Marketing– Areas of Conflict

Brand Guidelines

Promotional Conflicts

VendorsCompliance / Process

Products / Messaging

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

31

Poll Question 2

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

3232© 2017 BIA/Kelsey. All Rights Reserved. | 32© 2018 BIA/Kelsey. All Rights Reserved. |

Real World Example

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

33

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

3535© 2017 BIA/Kelsey. All Rights Reserved. | 35© 2018 BIA/Kelsey. All Rights Reserved. |

Do national brands using LaaS solutions buy more local media?Question 5

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

36

Discussants Answer

Dave PierpontSVP Performance

MediaAnsira

Jared ShustermanCEO

SproutLoud

Frost PrioleauCEO

Simpli.fi

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

37

Poll Question 3

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

3838© 2017 BIA/Kelsey. All Rights Reserved. | 38© 2018 BIA/Kelsey. All Rights Reserved. |

Final Thoughts?Question 6

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

39

Today’s Discussants

Dave PierpontSVP Performance

MediaAnsira

Jared ShustermanCEO

SproutLoud

Frost PrioleauCEO

Simpli.fi

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

4040© 2017 BIA/Kelsey. All Rights Reserved. | 40© 2018 BIA/Kelsey. All Rights Reserved. |

Your turn…

© 2018 BIA Advisory Services. All Rights Reserved.

#belocalimpact

41

Thank You to our Sponsors & Partners

Focused on Local Impact

Global Location Technology

Localized Programmatic Advertising

Data Solutions for Sales Leadership, Management, Sales

and Marketing

Austin-based trade association representing the

interests of Texas' 1200+ free, over-the-air radio and television

stations.

Click logo to learn more about company.

Contact Info

Explaining Local

© 2016 BIA/Kelsey. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and

other civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

© 2018 BIA Advisory Services, LLC. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any

liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

Rick DuceyManaging Director

BIA Advisory Services703-802-2995

rducey@bia.com