Product Type: Market Research Report
Published by: Borrell Associates Inc.
Published: September 2006
Product Code: R2670-4Description Local online advertising will grow 31 percent in 2007, hitting $7.7 billion. Local paid search, already approaching $1 billion this year, will mushroom by 86 percent in 2007, to $1.8 billion. Local e-mail advertising will grow to $233 million, a 54 percent increase. Our annual budgeting report details which ad categories are growing fastest, and offers ad-spending projections for 210 local markets.
Table of Contents - Executive Summary
- Chapter 1 - Growth Continues, But Slowdown Inevitable
- Figure 1.1: Local Online Spending Now Totals 2.1% of the $284 Billion Advertising Pie
- Figure 1.2: Projected Growth of Local Online Advertising in 2007
- Figure 1.3: Growth of Local Online Advertising, 1998-2010
- Figure 1.4: Online’s Share of Newspaper Company Revenues
- Figure 1.5: Change in Local Online Share, 2006 Winners and Losers
- Chapter 2 - High Growth Categories: E-Mail and Search
- Figure 2.1: Search and E-Mail Share of Local Online, 2007 & 2010
- Figure 2.2: Local Advertisers Compete for City Keywords
- Figure 2.3: Toledo.com Develops E-Mail and Search Advertising
- Figure 2.4: Panel Response: “The use of targeted consumer e-mail lists becomes common.”
- Chapter 3 - Ad Categories Showing Most Promise
- Figure 3.1: Real Estate, Automotive Dominate Locally Spent Online Advertising
- Figure 3.2: Most Real Estate Agents Still Don’t Advertise Online
- APPENDIX A - 2006 US Online Marketing Expenditures
- APPENDIX B - 2007 US Online Marketing Expenditures
- APPENDIX C - WebAudit™ Methodology
- APPENDIX D - Growth of “Promotions” = Ad Spending Compression
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