Dive Brief: 

• 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. 

Dive Insight: 

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.