Local advertisers are already planning where they'll invest their marketing dollars next year. What will influence them most when making a buying decision next year? Which forms of media are seen as most effective? Are they interested in incorporating A.I. in their marketing?

Borrell Associates Executive VP of Local Market Intelligence Corey Elliott and Chief Executive Officer Gordon Borrell offered a fast-paced review of Borrell's latest survey of 204 local agencies and 1,866 direct ad buyers during a December 12 webinar that saw more than 700 people participating live.

In this InFOCUS Podcast, presented by dot.FM, we are pleased to share the "big a-ha" takeaways, which reaffirm the forecasts that point to 2024 being a strong year — with traditional media performing well.

This marks the 14th year Borrell conducted surveys of local businesses.