Deborah D. McAdams / 11.26.2012 01:16PM
Digital Grows While Traditional Media Rules Revenues
CHANTILLY, VA. – Digital
is growing faster than traditional, but traditional will dominate in the foreseeable
future—in terms of local ad revenue. That’s one take-away from a BIA/Kelsey local
ad revenue forecast that drills down for the first time into social media. U.S.
local-level social is pegged at $1.1 billion this year—4 percent of the $23.7 billion
digital total, itself 17.6 percent of the
$134.6 billion total in local ad revenues projected for 2012.
Does this mean that digital media will continue to be viewed and treated as
an add-on to traditional media platforms such as radio, TV and print?
“I don’t think it will always be an add-on,” said Jeff Ulrich, senior director of
digital sales strategy and training at Cox Media Group. “It was that for a long time, because existing
sales staffs could sell it as an add-on. Now, digital-only players are achieving
larger scale—think ReachLocal, or LocalEdge.
Those companies focus on 100 percent digital solutions, but the [revenue]
levels are relatively low compared to most mass media investments by advertisers.”
The difference, Ulrich said, is that there are hundreds of thousands of small and
medium businesses that can’t afford traditional media can spend $500, $1,000 even
$1,500 on digital platforms. “Mass media is out of their reach,” he said. “It just
doesn't make sense.”
BIA/Kelsey’s Mark Fratrik said the digital numbers also reflect supply and demand.
“Digital media is just a very competitive media with many companies having a lot
of inventory to sell,” he said. “Digital and/or social media is a very effective
way to target certain types of audiences, and is an important part of an entire
media mix of advertising messages.”
Dave Deker, associate publisher and national advertising sales executive at CQ Roll Call in Washington said digital—online
ROS, banners, e-newsletters, mobile ads, etc., “continue to grow each year as companies
either add to their media mix, or move more budget to digital.”
However, Deker said the majority of Roll Call’s
advertising is print, about 80/20—a ratio that reflects the BIA/Kelsey forecast.
“In my world—political advocacy and corporate responsibility/reputation advertising
reaching Congress and the federal government—we still do the majority of our advertising
in print,” Deker said. “The disparity is partially because print is relatively more
expensive for reach. Our market is not on the leading edge of media since we are
reaching on older demo and traditional in its media consumption; I.e., still like
their print pubs.”
Ulrich said that digital, at roughly one-fifth of all traditional media ad revenues,
is likely larger than most of the individual categories within traditional media.
“What's missing here is digital services,”
he added. “Most measurements of ad spending fail to count the dollars that are spent
by [small and medium businesses] on SEO of their sites, or web hosting. Now add
in any video that was produced, or photography.
“I think you'll see more dollars allocated to digital when we get past just measuring
display ads on websites. Digital media is diversifying, and measuring what gets
spent on the overall effort is a lot harder than asking four or five TV stations
in 212 markets how much money they grossed last year,” Ulrich said.
Fratrik said alternatives to digital metrics are being explored.
“There are many different ways that digital media re being sold besides just impressions;
cost-per-click as one example,” he said.
Deker said Roll Call has a “big-bag approach...
meaning each reps sells all of our media products together and creates integrated
The BIA/Kelsey forecast has traditional local media platforms generating $109 billion
in 2016, down slightly from this year’s $110.9 billion total, but an increase over
the totals predicted for the next three years (. Over the same period, digital revenues
are expected to increase steadily by a 12.4 percent compound annual growth rate,
compared to a -0.4 percent CAGR for traditional media. That should be reason enough
for media companies to keep investing in digital, Deker said.
“Media companies that do not innovate and create robust platforms now will get left
behind for more active media alternatives,” he said. “Digital will continue to outpace
print in year-over-year growth and will eventually overtake print spending.”
Fratrik also noted that traditional media companies are well-positioned to take
advantage of digital: “Local media companies have several assets that allow them
to be successful with these new digital opportunities.” E.g., a recent Scarborough
study of Millennials indicates the demographic uses social media for breaking news
and traditional platforms for follow-up. (See
of Americans Rely on Social Media for News.”)
study said people 18-29 rely on social media sites to find out about current events.
Advertisers are taking note. BIA/Kelsey’s forecast says social media will generate
$3.47 billion in local and national ad revenues this year, rising at a 28 percent
CAGR to $6.26 billion in 2016.
BIA/Kelsey broke down social into display, native and mobile. Display will continue
to dominate, “due in large part to Facebook’s Marketplace
Ads and YouTube’s multiple display units,” the firm said. “Spending on social display
advertising will increase from $3 billion in 2012 to $5.4 billion in 2016.”
At the same time, native social advertising—branded content integrated into the
social media experience—is emerging as a “viable alternative” to display, BIA/Kelsey
said. Spending on
native social advertising will grow from $1.5 billion in 2012 to $3.9 billion in
2016, a CAGR of 26 percent, “driven by the higher premiums native social ad units
The forecast also identified mobile as a key growth area for social media. BIA/Kelsey
estimates social-mobile ad revenues will increase from $500 million in 2012 to $1.5
billion in 2016, a CAGR of 28.5 percent. The firm said “a variety of forces will
influence this growth, including rapid social-mobile consumer usage growth, active
experimentation by vendors and deep integration of native ad units on the platform.”
~ Deborah D. McAdams