Viamedia Cable Ad Study Shows Growing Importance of Local Ad Solutions for Businesses

Study Comes on the Heels of Launch of Viamedia Local Consumer-Targeting Platform

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Apr 30, 2014, 09:00 ET

NEW YORK, April 30, 2014 /PRNewswire/ -- Viamedia, the television industry's leading independent provider of outsourced local television advertising services on behalf of cable companies, today announced the results of its 2014 Cable Advertising Study that discovered new local marketing solutions is the #1 television advertising strategy that business owners agree would help their company meet its business goals this quarter. In response to this finding, Viamedia, a cable TV ad firm that incorporates Big Data into a high-quality media solution for local, regional, and national advertisers, recently announced a new localized platform that helps target consumers on Cable TV. placemedia's Local Engage is a fully automated online platform that lets local advertisers utilize third-party data to plan, buy, traffic, track, and report on campaigns targeted at specific, local markets.

"Business owners realize the vital importance of targeted advertising," says Mark Lieberman, CEO of Viamedia. "With placemedia's Local Engage platform, we plan to enhance local market television with a new automated solution that meets all business advertising needs by creating highly targeted and successful campaigns that can pinpoint specific demographic and psychographic characteristics."

Growing Need for Strategic, Targeted, and Localized Advertising Solutions
Viamedia's Advertising Study illustrated the growing importance of targeted advertising in local markets. More than half of business owners surveyed believe localized advertising strategies are important to help them meet their business goals for the quarter, including new local market targeting solutions (59%), and new ways to optimize local market reach (55%). Additional advertising strategies on business owners' wish lists to help meet business goals include the following:

New "Internet-capabilities" for allocating local TV budgets (41%)
Unique spending insights into local ad campaigns (38%)
Pinpoint unique audience niches for major regional advertisers (36%)
Quantify value in purchasing local niche cable channels (29%)

Real-Time-Marketing Is Here to Stay
Control over advertising is also a priority for those who decide to execute a television advertising campaign. 71% of business owners consider it important to have the ability to make real time in-campaign adjustments on the fly to a television advertising campaign. Only 13% view real-time solutions as unimportant. 16% are still undecided and view real-time advertising solutions as neither important or unimportant.

Forecasting Ad Landscape Evolution
When it comes to the future of advertising, business owners forecast the establishment of standard, syndicated television ratings across all TV screens (such as computers, laptops, tablets, mobile, etc.). 82% agree that this change will come within the next 5 years. 4 in 10 (41%) believe the change will come within the next 2-3 years, while 1 in 4 (24%) business owners are confident in faster development to take place within the next year.

Survey Methodology
This survey was conducted online by uSamp Market Research with a field of 301 respondents who make the advertising of marketing decisions for their company.

ABOUT VIAMEDIA
Headquartered in New York, NY, and Lexington, KY, Viamedia is a leading provider of outsourced local advertising sales services. The company specializes in selling market-based advertising to local, regional and national advertisers on behalf of U.S. cable and telecommunications service providers, utility companies and municipalities. For more information on Viamedia, visit www.viamediatv.com.

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SOURCE Viamedia