Matrix Solutions Shines Light on Growth Projections for Digital Advertising Revenue

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The industry executives from BIA Kelsey, Scripps Broadcasting, and Matrix Solutions offered deep insight into 2015 digital advertising trends and projections.

Matrix Solutions, the leading provider of media CRM & Sales Intelligence Software, hosted an exclusive industry webinar Tuesday December 16th highlighting stable growth in digital advertising revenue. The industry executives and presenters Rick Ducey, Managing Director of BIA Kelsey, Brian Hellman, Director of Digital Sales/Broadcast for Scripps Broadcasting, and BJ Boyle, VP of Product Management at Matrix Solutions all offered deep insight into digital advertising trends and projections.

Ducey kicked off the webinar by sharing BIA/Kelsey's local media advertising projections, which indicate 2014 will end around $137 billion. A slight increase is expected in 2015 to bring total advertising dollars to $139.3 billion. Of these projections, digital accounts for $31 billion in 2014 and $35 billion in 2015. Ducey illustrated five year projections where digital ad sales are expected to increase from 22.6% of total media revenue in 2014 to 34.7% in 2019; an increase of 12.1%. Mobile alone will grow from 4.7% in 2015 to 11.3% in 2019.

Brian Hellman drove home the importance of using Key Performance Indicators (KPI) to account for appropriate sales analytics. As the Director of Digital Sales for the Broadcast Division at The E.W. Scripps Company since 2013, Hellman indicated that Scripps deployed a sales model that includes both their Integrated and Direct Digital sales teams, which is unique and key to how Scripps is viewing their business. Hellman further articulated the importance of enhancing the prospecting process by applying analytics to external data, “it not only allows you to target where most fish are, it allows you to identify who are the biggest and best fish to target.”

Boyle shared with the audience the newest advancements in technology that help sales professionals manage their business proactively, such as alert notifications. He further commented, “We had a wealth of industry professionals attend the webinar, which shows us the need to provide more data and insight around new mediums such as digital, especially given the growth potential as shared by Rick. By partnering with BIA Kelsey and Scripps Broadcasting we were able to share with the audience valuable and diverse viewpoints into how digital is impacting media moving forward.”

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About Matrix Solutions
Matrix Solutions offers a leading web-based media-specific platform that enables intelligent business decisions for managing your sales teams, their opportunities and accounts across TV, Radio, and electronic advertising businesses. The Matrix solution transforms chaotic data into actionable sales information and provides deep media sales workflow to gives you the exact information needed for prospecting, managing, evaluating and closing business. Over 500 media customers use Matrix Solutions’ CRM, data normalization and analysis, and reporting functions as their platform of choice for their sales people and managers to get a 360-degree view of their opportunities and accounts.

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Brenda Hetrick
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