Analysts Debate What You Can Expect in “Local” 2017

LSA recently published more than 50 predictions for 2017, from a broad mix of local media publishers, agencies and technology providers. In a webinar last week, industry analysts Greg Sterling, Charles Laughlin and Neal Polachek evaluated some of the most provocative and insightful predictions on the list.

Before they reviewed 2017 predictions, they explored predictions for 2016 that were submitted at the end of 2015. Some of the topics and predictions they evaluated included the following:

  • Consumers Outpace Companies
  • Conventional Search UI Dead
  • Facebook Gets Deeper into Local
  • Concrete Performance Metrics
  • Location Everywhere
  • Beacon Adoption
  • Bottom 1/3 of Market Abandoned

As it related to 2017 predictions, there were some clear trends and themes that the panel broke out into five buckets:

  • Enterprise tech flows downstream
  • Voice as disrupter
  • Targeting & ROI: location, attribution & closing the loop
  • Video: full stream ahead
  • 3C’s: consideration, consolidation, consternation

Check out the full webinar presentation below:

For access to all of LSA’s past webinars, visit

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