Ever get that “grass is greener” feeling that your digital media competitors may have a leg up on you in how their organize and run their advertising operations? Here’s a chance to find out how you compare.

Operative is running an online survey of publishers with partners MediaPost and Digital Context Next (formerly the Online Publishers Association) to get at questions around the profitability and efficiency of their digital media business. Participants in the survey will receive a free copy of the research report on February 25, 2015. The survey questions explore publishers’ current and planned sales operations size, make-up, ad stack technology platforms, typical CPM rates, revenue structure and profitability.

The goal of the survey partners is to provide some benchmark data to assist industry players to make better assessments both about their own operations and how they compare to others in digital media.

We look forward to seeing the results and offering some of our own insights and data around this topic when the report is released.

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National Multi-location business are getting better recognition in the local media world we occupy. Despite local’s connotations to SMB, there’s a sizable opportunity to capture, manage and optimize ad dollars from national brands who compete for business at the local level.

In fact, this is often an easier market to tackle from an ad sales perspective than SMBs, because it’s less fragmented. It’s also less complex in that there aren’t nearly as many idiosyncratic local business categories, varied levels of spend, and time-starved marketing decision makers.

But despite these factors that make the “National-Local” media buyer an easier sell, these businesses aren’t without their challenges. We learned this first hand at our Leading in Local conference last month from advertisers like Afflac and AAA. They can be complex and idiosyncratic too.

In addition to diving deep at the conference (with lots of video footage and analysis to come), BIA/Kelsey Managing Director Rick Ducey penned an article for Franchising World‘s May issue. It analyzes lots of BIA/Kelsey data about the digital shift in Franchise ad buying.

Check out his full article here.

The post The Digital Shift for National-Local Franchises: An Article by Rick Ducey appeared first on BIA/Kelsey - Local Media Watch.