Alan Mutter has details:
With more shoppers making buying decisions and actual purchases on their mobile devices, local retailers and national brands are bound to vector ever more of their marketing dollars into intercepting consumers on mobile platforms, thus diverting ever greater portions of their budgets away from the traditional print and broadcast media.
Retail advertising, without doubt, is the lifeblood of local media. In 2013, retail advertising accounted for 75% of the $14.5 billion in advertising sold by local television stations, 43% of the $23.5 billion in ads sold by newspapers and 38% of the $4.2 billion in ads sold by local radio. The broadcast information was provided by Kantar Media and newspaper statistics came from the Newspaper Association of America.
The retail revolution is nothing short of an arms race to accumulate as much information about individual customers as possible. Local media companies can be major winners in the revolution by developing delightful products that help merchants to capture and leverage customer data. If they fail to act, however, they will be marginalized as advertisers move to interactive marketing.
A simple excerpt won’t do. Read Mutter for more.