This is especially true of midterm elections, which are dominated by congressional, gubernatorial, and mayoral races that lean toward local advertising. For the duration of our forecast period, the growth in local TV spending will exceed or match the growth in national spending in even-numbered years, when the US holds high-profile elections that garner heavy local ad investments.

We spoke with Pat Bigatel, general manager of Amazon ShopLocal, which helps third-party sellers reach more customers by listing products in Amazon’s store and offering local customers the opportunity for same-day order pickup. Amazon Local Selling launched in October 2021 as a way to extend support to local retailers.

Using location data has gotten harder over the past year. This report looks at how consumer privacy concerns are affecting the supply and quality of location data. It also looks at how marketers are responding.

With COVID-19 putting pressure on media budgets, advertisers are figuring out how to realign their OOH strategies.

During the pandemic, consumers made fewer local searches, and local search advertising dropped dramatically.

Many local businesses are feeling the brunt of the coronavirus pandemic. More than a third of local marketers worldwide said they’re losing customers as a result of COVID-19, according to a March 2020 survey from BrightLocal.

eMarketer principal analysts Mark Dolliver and Debra Aho Williamson, senior forecasting analyst Oscar Orozco and vice president of content studio at Insider Intelligence Paul Verna discuss the latest TikTok news, how much current events should be referenced in ads, Peacock's new voice ads, a local TV station streaming service, Amazon getting really close to drone deliveries, how far we are from actual flying cars, and more.

eMarketer principal analysts Mark Dolliver, Nicole Perrin, and Yory Wurmser join vice president of content studio at Insider Intelligence Paul Verna to discuss what a revised Section 230 might look like, the pivot to localized and loyalty-based marketing next year, re-reclassifying Uber and Lyft drivers in California, the changing tides of media ad spending, AMC Theatres being close to the edge, how an apple and an onion can taste the same, and more.

By and large, the pandemic has hit local advertisers especially hard, and radio—traditional and digital—relies more on local advertising than do other media. US digital radio ad spending will shrink 17.0% this year to $3.72 billion. However, we expect digital radio advertising will have a strong rebound next year and continue to increase throughout our forecast period.