DEC 17, 2019
Marketers have embraced location data for several reasons. It can help personalize experiences for customers, better isolate customer paths to purchase, create better customer segments, and identify opportune moments to target potential clients. But new restrictions on collecting location data will make it more costly for advertisers in 2020.
DEC 15, 2017
The firm reports that direct mail will account for the largest portion of local advertising in 2018, with $38.5 billion devoted to that purpose. Direct mail will make up 25.4% of expenditures and remain the most popular type of local advertising thanks to response rates that range between 3% and 5%, according to BIA/Kelsey.