The BIA team constantly discusses the future of local advertising, especially as the year closes and a new one begins. Like many of you, we think we’re entering a defining moment driven by changing market dynamics and evolving digital trends and consumer behaviors.
We forecast the industry will earn $171 billion in 2025, but understanding what’s behind that number is essential to succeeding in 2025. I asked my analyst team to identify the top ten trends driving opportunities for local media next year. BIA’s goal, as always, is to empower our clients and partners to make informed decisions and adapt their strategies to the changing landscape.
Our effort results in the report, 2025’s $171B Local Advertising Haul: Ten Emerging Trends that Spark Opportunity. In it, we look at three key factors driving the transformation of local advertising:
- Technological Innovation: The integration of artificial intelligence in targeting capabilities and the proliferation of video advertising platforms are reshaping campaign execution and measurement.
- Consumer Behavior Evolution: Digital media consumption patterns evolve, creating new engagement and interaction opportunities.
- Personalization Imperatives: The growing demand for tailored advertising experiences pushes the boundaries of traditional local marketing approaches.
Within the framework of these factors, we identify ten emerging trends that will present significant opportunities for industry stakeholders, from media executives and sales professionals to campaign strategists and creative teams. A few of the trends we cover include:
- The massive $89 billion digital transformation in local markets
- The surprising renaissance of direct mail in the digital age
- Revolutionary changes in Connected TV advertising
- The $16.8B surge in social media driven by short-form video
- Emerging opportunities in the $8.5B legal marketing sector
- Digital opportunities for local audio
- The 3Rs BIA is advising local sellers and managers to look at in 2025
I’m very encouraged by this report’s findings. As long as we focus on the right things and include a dash of innovation, there will be a wealth of opportunities for both traditional and digital media next year. My team did such a great job that I wanted everyone to get a copy. You can download the report for free here.
