Insights – Looking Back at BIA/Kelsey “Next” (LA)

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Posted by: YP PR

BIA/Kelsey held their Next 2015 conference on December 9 and 10 in Hollywood, California. This annual 2-day conference is a gathering of the “who’s who” of local media and advertising. And as one of the conference sponsors, YP℠ was there in full force.

Throughout the full two days, leaders and executives from some of the most respected tech, advertising, and platform brands got up on stage to share best practices, case studies, and key insights around trends to expect in 2016. Here are a few things we found most interesting:

Facebook’s Play for Small Businesses
Facebook’s Director of Direct Response Product Marketing was invited to deliver the opening keynote. As of today, 50 million SMBs have active Facebook pages, of which 2 million pay to get more eyeballs on it. Facebook’s ad products – like Carousel, a self-service format that lets SMBs showcase 3-5 images in one ad unit – are giving SMBs more ways to engage their audiences. And their analytics tools are helping businesses make important decisions to better and more quickly grow their businesses. For example, Boba Guys in San Francisco analyzed where the clicks to their Facebook page were coming from to help determine where to open their new café.

Google Trying to Keep Search Relevant
Though time spent on mobile devices keeps increasing, app usage is eating away at mobile search traffic. To keep mobile search relevant, Google is betting on deep linking. Taking Uber as an example, when people view info for a local business in the search result page, an Uber icon allows users to request a ride without manually having to open the app. This strategy may seem counterintuitive because it simultaneously encourages app usage, but it actually makes Google search a front door to apps, constantly keeping Google on top of consumers’ minds.

The Influence of Millennials is Increasing Exponentially
Consumer behaviors are changing at a breakneck speed. Millennials – as well as the generations to follow – are leading the charge, and the industry must innovate to keep up. A few interesting stats:

  • Millennials consume and are more trusting of non-traditional content (Snapchat Stories).  
  • Millennials expect the in-app discovery experience to be personalized and curated – i.e. apps are not made for (just) searching.  
  • 63% of millennials use Instagram to discover products and services. 73% of those users take action based on what they’ve found.

Now, we can’t give everything away here. See the full list of 2016 predictions from the Next conference for local and view the video presentation on the BIA/Kelsey Local Media Watch blog.

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