Local Video Display Ad Spending in Dallas to Nearly Triple in Key Categories by 2016

CHANTILLY, Va., Aug. 2, 2012 /PRNewswire/ -- Local video display advertising revenue will nearly triple in the Dallas market from 2011 to 2016, according to data from BIA/Kelsey's Media Ad View reports. And this impressive growth will be broad based, not isolated to just a few categories.

BIA/Kelsey (an adviser to local media companies), expects auto dealers, for example, to increase their online video advertising spending from 4.3 percent of their total online ad spend last year to 13.7 percent in 2016. During the same period, furniture stores will increase their online video ad spend from 7.3 percent to 20.2 percent of their total online ad spend. Cable and satellite businesses will grow their spending from 6.2 percent to 17.9 percent.

The trend in Dallas reflects what is occurring nationally, with the U.S. video ad market growing from $800 million in 2011 to $3.7 billion in 2016 (source: BIA/Kelsey's U.S. Local Media Forecast: Full Edition).

BIA/Kelsey's Media Ad View reports provide a detailed picture of advertiser spending across all media in local markets. The reports examine the distribution of online ad share by segment (e.g., classified/verticals, search, video display and other display) to reveal the actual dollars being spent on online advertising in a local market by the most important business categories.

"Dallas businesses are still spending money on traditional media, but they are allocating an increasingly higher percentage of their advertising budgets to digital media," said Mark Fratrik, vice president and chief economist, BIA/Kelsey. "Because the online share is growing so quickly, it's important to further understand that slice of the advertising pie. We need to track the competitiveness of pricing and the effect this particular growth will have on all media."

Search remains an important part of the Dallas online ad segment, holding steady over the five-year forecast period. Only the classifieds/verticals segment will experience a share loss. Video display advertising will experience the greatest share growth.

Across all local media in the Dallas market, automotive spending continues to be one of the most important business categories, growing from $449.3 million in 2011 to $497.9 million in 2016. The Media Ad View reports indicate total local ad spending in Dallas will grow from $1.39 billion in 2011 to $1.44 billion in 2016.

BIA/Kelsey defines local media advertising as advertising placed on local media outlets, by national, regional and local advertisers.

Related charts are available online:
http://www.biakelsey.com/images/DallasOnlineAdSpending.jpg
http://www.biakelsey.com/images/DallasAdSpendingShare.jpg

Media Ad View Reports
Covering 12 media, 12 ad categories and more than 94 detailed business categories, BIA/Kelsey's Media Ad View reports track local advertising spending by media for the most recent year and five years out (2011-2016) for every local market. Markets are organized by the 362 Core Based Statistical Areas (CBSAs) or TV/Radio markets. The reports also track the distribution of online ad spending in every local market. For more information on BIA/Kelsey's Media Ad View reports, visit www.biakelsey.com/MAV, call (800) 331-5086 or email [email protected].

About BIA/Kelsey
BIA/Kelsey advises companies in the local media space through consulting and valuation services, research, Continuous Advisory Services and conferences. Since 1983 BIA/Kelsey has been a resource to the media, mobile advertising, telecommunications, Yellow Pages and electronic directory markets, as well as to government agencies, law firms and investment companies looking to understand trends and revenue drivers. BIA/Kelsey's annual conferences draw executives from across industries seeking expert guidance on how companies are finding innovative ways to grow. Additional information is available at http://www.biakelsey.com, on the company's Local Media Watch blog, Twitter (http://twitter.com/BIAKelsey) and Facebook (http://www.facebook.com/biakelsey).

SOURCE BIA/Kelsey