When Matrix Solutions, a provider of media CRM & Sales Intelligence Software, hosted its recent industry webinar, the consensus was that the industry will see stable growth in digital advertising revenue.
Big shocker, right?
Executives and presenters including Rick Ducey, Managing Director of BIA Kelsey, Brian Hellman, Director of Digital Sales/Broadcast for Scripps Broadcasting, and BJ Boyle, VP of Product Management at Matrix Solutions, discussed current digital advertising trends and projections.
“Ducey kicked off the webinar by sharing BIA/Kelsey’s local media advertising projections, which indicate 2014 will end around $137 billion,” a recap from Matrix shared with MMW reads. “A slight increase is expected in 2015 to bring total advertising dollars to $139.3 billion. Of these projections, digital accounts for $31 billion in 2014 and $35 billion in 2015. Ducey illustrated five year projections where digital ad sales are expected to increase from 22.6 percent of total media revenue in 2014 to 34.7 percent in 2019; an increase of 12.1 percent. Mobile alone will grow from 4.7 percent in 2015 to 11.3 percent in 2019.”
One of the presenters — Brian Hellman — emphasized the importance of using Key Performance Indicators (KPI) to account for appropriate sales analytics.
“As the Director of Digital Sales for the Broadcast Division at The E.W. Scripps Company since 2013, Hellman indicated that Scripps deployed a sales model that includes both their Integrated and Direct Digital sales teams, which is unique and key to how Scripps is viewing their business,” the recap concluded. “Hellman further articulated the importance of enhancing the prospecting process by applying analytics to external data, “it not only allows you to target where most fish are, it allows you to identify who are the biggest and best fish to target.”