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Leading Local InsightsAuthor: BIA Advisory Services
Get on point analysis of the local media marketplace with BIAs Leading Local Insights Podcast. Each week, BIA shares its current insights on major topics including OTT, digital, broadcast, print, media ad platforms, advertising revenue estimates, financial valuations and more. Want BIA to cover a particular topic? Email us at podcast@bia.com. Language: en-us Genres: Business Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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The Future of Local Advertising: Building a Single Source of Truth
Episode 100
Wednesday, 5 November, 2025
In today’s fast-paced advertising world, it’s more important than ever to connect your advertising spend to actual sales growth. In this episode, Rick Ducey, Managing Director of BIA, and Senan Mele, VP of Forecasting and Data Analysis, welcome Jay Loeffler, Chief Sales Officer at Valpak. Together, they explore how data-driven planning is revolutionizing local advertising, providing a single source of intelligence that makes ad buying smarter. If rapid advertising growth is on your radar, you’ll want to tune in—this conversation provides a roadmap. Here are some highlights from the discussion: The advertising landscape is shifting from traditional CPM to effective CPM, which focuses on cost after cutting out the waste. Jay shares an interesting case study about a garage door brand that saw a sevenfold increase in engagement by strategically targeting single-family homes with tailored offers. Jay emphasizes the enduring role of linear TV, alongside the growth of connected TV and digital out-of-home advertising. Additionally, Jay explains how small businesses can leverage aggregated data to gain better insights and develop more effective marketing strategies. Senan shares BIA’s forecast for 2026, highlighting flexible budgeting, the shift from upfront media buys to backloading strategies, and the importance of incorporating non-digital touchpoints. The podcast concludes with a strategic guide: share CRM data with trusted partners, establish a weekly optimization schedule, use effective CPM as your planning metric, and develop a multi-channel strategy that enhances the entire customer journey, not just the final click. Curious to learn more about effective CPM? Visit www.Valpak.com/BIA. And if you bring a month’s worth of CRM data, Jay and his team will help you develop a tailored plan. Enjoying the episode? Don’t forget to follow the podcast, share it, and leave us a review.
