Guideline Uses Transaction Data to Track Local Ad Spend

US company Guideline has extended its range of Ad Intelligence Insights products with the launch of Local Dynamics, a new subscription report delivering recurring analysis of advertising investment across US local markets.

The quarterly reports will use real transaction-level data to uncover spending patterns and benchmark national ad spend across more than 175 of the country's designated market areas (DMAs), and major media channels including OOH, television, radio and digital. Reporting will highlight category trends, shifts in media mix and emerging revenue opportunities across categories and DMAs.

The reports will track spending across more than 100 product and service sub-categories investing in local media, and with reference to Guideline's proprietary advertising intelligence dataset, will provide a detailed view of how advertising investment is distributed across markets and media channels.

'Local advertising is often at the forefront of the changing media landscape,' says Sean Wright (pictured), Chief Insights and Analytics Officer at Guideline, 'from geotargeting to emerging economic trends. But these markets often lack effective ways to measure or analyze these dynamics. With Local Dynamics Quarterly, we're bringing greater insight into how advertising dollars are moving across categories, channels and markets. The goal is simple: give agencies and publishers a clearer signal on demand to get ahead of the market and focus sales efforts on the next growth opportunity.'

Web site: www.guideline.ai .