- BIA/Kelsey's report predicts that digital ad spending in local media will grow at an annual rate of 14% over the next five years.
- Digital ad spending is expected to hit $23.1 billion in the coming year, expanding to $44.5 billion by 2017.
- Increase in digital ad spending, particularly in local media, is expected to grow because of slightly improving U.S. economy, a positive investor outlook, and the introduction of the Affordable Care Act.
It's not surprising that more ad spend will be invested in digital media in coming years. The switch to local media is reflective of overall trends towards spending at a local level. Consumers are focused on "buying local" and want options that will support their communities. Targeting local media also gives marketers a better idea of the demographics their digital ads are reaching.