Marketplaces is BIA/Kelsey’s Continuous Advisory Service
(CAS) that focuses on local online vertical leads, engagement and e-commerce.
The program encompasses classifieds, promotions and group buying. Marketplaces
clients have ongoing direct access to research, expert analysis and
evaluation of quantitative and qualitative data in order to strategically
examine vertical business opportunities.
Looking Ahead to a Year of Transition and Transformation for Local Media
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According to BIA/Kelsey Marketplaces research, more than $800 million
has been poured into local vertical marketplaces. Investments come
from players ranging from Amazon to SuperMedia, and include vertical
sites such as Avvo and Zillow; classified sites such as AutoTrader
and Oodle; verticalized promotional plays, such as Cox Target Media
and Angie’s List; and group buying sites, such as Groupon and
LivingSocial. As the market opportunity in verticals explodes, companies
are evaluating how to successfully migrate and use vertical approaches
in social media, search and content to drive audience engagement and
transactions.
BIA/Kelsey's Marketplaces advisory service is the industry’s
primary source for understanding and tracking this fast-evolving world
of verticals, classifieds and e-commerce. It provides a clear understanding
how local offline marketing dollars are making their way to new online
vertical, classified and shopping sites. Core verticals in the Marketplaces
program include automotive sales and services, real estate, health
care, dining and events, with additional coverage for up-and-coming
categories. Coverage includes emerging business models, sales channels,
and content and traffic aggregation strategies.
Top 5 Online Advertiser Categories – Expected
Largest Share Increases
Source:
BIA/Kelsey’s Media Ad View: Category Report — An
Overview of Key Verticals and Their Shift to Digital, 11/30/2010
The Marketplaces Advantage
As the global advertising industry increasingly shifts to online and
mobile platforms, Marketplaces provides important insights and guidance
on emerging trends, while identifying and tracking new verticals, best
practices, and product development. Clients gain a competitive advantage
from:
- Continuous Advisory Services: Benefit from a holistic view
of the impact of the shift of vertical and classified advertising
from offline models to online and mobile platforms. Leverage BIA/Kelsey’s
ongoing Marketplaces analysis and insight to identify new vertical
and transactional business opportunities and technology solutions.
Make intelligent investment decisions by tapping into expert analyses
of M&A opportunities.
- Analyst Access: Enjoy access to the BIA/Kelsey analyst team,
including Marketplaces Program Director Peter Krasilovsky, a leading
vertical and transactions thought leader with long-standing and top-level
ties to industry players. BIA/Kelsey’s analyst team will extend
your internal M&A and product development team's intellectual
assets.
- Focused Coverage: Gain a deep understanding of the transition
of billions of offline advertising dollars in traditional classifieds,
while learning about the new dollars that are coming into the space.
- Proprietary Research: Analyze the shift in vertical advertising,
marketing and features with proprietary BIA/Kelsey research, including
Local Commerce Monitor and Media Ad View.
- BIA/Kelsey Conferences: Marketplace leaders are integrated
into the framework of BIA/Kelsey’s Interactive Local Media conferences.
These are unmatched forums for meeting
and learning from Marketplace leaders.
Who Subscribes to Marketplaces?
Marketplaces brings together BIA/Kelsey's expertise in directional
online advertising focused on the implications and opportunities in
the local market for classified advertising, directional media and
local online search, providing essential guidance to a range of industry
segments, such as:
- Vertical sites
- Portals and search engines
- Newspapers
- Specialized
directory publishers
- Classified publishers
- Coupon
companies
- Group buying sites
- Yellow Pages
- Mobile
carriers
- Technology suppliers
- Investors
