Local Video Ads to be Trackable in 2007
Local online advertising faces another banner year in 2007, says Borrell Associates in their recent research release, as local businesses continue to seek new, more efficient ways to drive traffic to their Web sites and to their businesses. It will grow to a $7.7 billion category in 2007, reflecting 31.6 percent growth over 2006.
Web site operators are scrambling to add hunters, says the Executive Summary. About half of the local Web sites were adding to their sales forces this year already, increasing the small but growing army of online-only sales people by about 37 percent. Some of the largest local Web sites now have three to four dozen salespeople dedicated to online sales.
Borrell projects a slowdown in the growth of standard online ads by 2008, a further slowdown in 2009, and a flattening or perhaps even a mild decline in local online advertising by 2010 as online promotions begin to attract more ad dollars away from traditional advertising.
In the near term, online ad spending will continue to migrate toward more targeted forms of online advertising such as e-mail and paid search. The report expects local video advertising to become a trackable category in 2007.
The biggest online ad opportunities currently revolve around real estate and automotive. Combined, these two categories comprise slightly more than one-third of all local online advertising.
|
Local Online Advertising through 2010 (Million$ Including Local Banners/Listings, Local Paid Search, Local Email Ads) |
|
|
1998 |
$243 |
|
1999 |
$466 |
|
2000 |
$1,170 |
|
2001 |
$1,398 |
|
2002 |
$1,650 |
|
2003 |
$2,078 |
|
2004 |
$2,687 |
|
2005 |
$4,810 |
|
2006 projected |
$5,857 |
|
2007 forecast |
$7,713 |
|
2008 forecast |
$8,896 |
|
2009 forecast |
$9,500 |
|
2010 forecast |
$9,308 |
|
Source: Borrell Associates, September 2006 |
|
Read the Executive summary here.
JACK LOECHNER
Center for Media Research
Recent Research Brief Articles
-
Shopping Sight Unseen May 24, 6:15 a.m.
According to Shopzilla, from a monthly e-commerce research initiative to track key shopping trends, 29% of ...
-
Black And White And Read All Over May 23, 6:15 a.m.
The vast majority of U.S. adults read newspaper media content across a range of technology platforms, ...
-
Innovate Or Die May 22, 6:15 a.m.
Innovation is not working out the way many companies expected. Rather than offering “the next big thing,” innovations ...
-
One For The Money, Two For The... May 21, 6:15 a.m.
According to a new survey by PunchTab, 81% of moms will engage more with a brand ...
-
SMBs Bullish(er) For 2013 May 20, 6:15 a.m.
According to the recent Business Confidence Survey by Insperity, small business owners are showing a willingness ...
-
Optimize Format For Effective Multi-Media Viewing May 17, 6:15 a.m.
According to a new report from Brand Perfect, considering global publishing for a digital generation, sales ...
-
High Entertainment Spenders Account For 70% Of Home Entertainment May 16, 6:15 a.m.
According to Nielsen’s U.S. Entertainment Consumer Report, consumers in households earning an average annual income of ...
-
Travel Pumps The U.S. Economy May 15, 6:15 a.m.
According to a recent report from Roger Dow, President of the U.S. Travel Association, on how ...
-
Smartphones and Tablets, Though Mobile, Require Separate Ad Approach May 14, 6:15 a.m.
According to an industry analysis by Adobe Digital Index, mobile devices have changed the way consumers ...
-
U.S. Still Largest Digital Out-of-Home Market; China Chases May 13, 6:14 a.m.
According to a new report from PQ Media, the Global Digital Out-of-Home Media Forecast 2013-17, global ...
Be the first to comment on "Local Video Ads to be Trackable in 2007"
Leave a Comment