How Digital Is Changing Local Ad Spending: Which traditional media brands are keeping up? - Baron Mag

How Digital Is Changing Local Ad Spending: Which traditional media brands are keeping up?

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Thanks to programmatic and increased mobile use, digital continues to be responsible for nearly all growth in local ads. With online advertising expected to increase by 42 percent this year—it grew 40 percent in 2014—even those legacy media brands who previously resisted the shift to digital have largely abandoned their opposition.

Research from Borrell Associates said that while some traditional media companies are only "selling a little digital stuff because it's easy but not really believing there's good money in it," many brands have "seen the light" and are investing heavily in creating more digital offerings. Additional competition comes from Internet "pureplays," which the report said are "gobbling up share" in their one-track focus. Continues at adweek.com