Small and medium-size businesses SMBs are snapping up a smorgasboard of services, from basic website hosting to SEO, social media and reputation management. In this memo to subscribers and clients, Gordon Borrell outlines our local online advertising is forecast for and lists the fastest-growing and slowest in digital sales so far this year. The memo details YTD digital advertising growth rates for 43 local media companies, as well as our forecast for online ad spending in by formats video, banners, email, etc.
It also offers detail on our new Digital Marketing Regions DMRs , with benchmarks based on the results of more than 1, companies to help clients determine their market potential. Two appendices and an Excel download include the full list of DMRs and the counties included in each of the regions, plus the ad-spending levels. This page report includes 24 charts and tables and is our annual outlook on the industry. Brand managers are offering programs for local retailers, subsidizing everything from banner ads to website development that help promote the brand.
The biggest gainer? You guessed it, digital media. In fact, digital media will account for almost 90 percent of all automotive advertising growth this year as dealers and manufacturers drive more spending toward streaming video commercials, targeted social media ads and mobile. This page report is our annual review of trends in both new and used car sales and the latest fluctuations in spending by manufacturers, dealers, dealer groups and private-party sellers.
Our 10th annual report documents offers benchmarking detail spanning more than 5, local media companies in the U. Are yellow pages companies making the transition? Our page report has it all — including two appendices listing and online ad spending for markets. While other estimates are much lower, they fail to take into account , but about 13, state and local contests that will bring a bonanza of ad revenue for local media companies. Tallying the money spent on online media, direct mail, outdoor, radio and TV, political contests offer a big shot in the arm to media companies.
And with so many candidates out there, recruiters barely need to advertise anyway. This page annual report examines the recruitment landscape and offers deep detail on jobs and ad spending. The rush is on to hire and train great AEs who can drive digital sales. But the big question is, how should they be paid, and how should multimedia sales staffs be organized? Local businesses have arrived en masse at the Social Media cocktail party. The sluggish economy has constricted their ad budgets, and posting messages on Facebook, YouTube and Twitter not only feels good, but also feels free.
This report takes a deep dive into the attraction of social media to small and medium-size businesses SMBs and gauges their current levels of spending, forecast to double in and again in First, traditional media companies are gaining online share over pureplay Internet companies. And second, in a few short years, the vast majority of what we know as "online" will be served up on mobile devices.
This report details the categories and formats pegged for growth, as well as individual market estimates. Gain an understanding of the national results of the consumer and advertiser study. Receive valuable insights into consumer and advertising spending. Compare figures to your market to see how you compare to what's occurring across the US. This page report details the burst of interest by local businesses in using mobile devices to lure customers with proximity advertising, coupons and SMS offers. It offers 27 charts that show current and forecast trends for household penetration of mobile devices including smartphones and tablets and rich detail on local-business spending on mobile advertising and promotions.
Automotive advertising is finally on the rebound. Our Local Automotive Advertising Outlook examines trends in new-car sales down , used-car sales up and the underlying mechanics causing dealers to shift their spending toward channels like online media and cinema advertising. The downturn in the housing industry has forged deep changes in the way real estate professionals spend their ad dollars. Market indices point to a slow recovery in home sales, but the advertising recovery has already begun.
That makes real estate the second-largest online advertising category. Our page annual outlook examines housing trends, shifts in advertising between traditional print, online, broadcast and other channels, and takes a deep dive into what agents are doing — and thinking — about online marketing.
Despite the dearth of available jobs, recruitment marketing continues to grow — up an estimated 5. More than any other advertising category, recruitment has undergone the greatest transformation. Our 9th annual, "Benchmarking Local Online Media: Survey," is out, delivering eye-popping insights on local online media revenues.
Sites that focus on a particular category of content have begun to dominate the landscape, and many local operations that are the most successful are generating millions of dollars by selling a myriad of products beyond just banners. This industry paper analyzes revenue from nearly 4, local interactive operations and provides appendices listing market-by-market online ad spending by format, including spending on local coupons.
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Local media companies looking for greener pastures have turned to Main Street shops, hoping to find gold. In our survey of 2, small and medium size businesses SMBs , we found that they plan to increase their ad budgets 4. The biggest gainers: email and social media advertising, including spending on their own websites. Our new report digs into a few disturbing aspects of local site traffic, including data that show that the unique visitor-to-actual-people ratio is nearly 4 to 1. After years of unfulfilled promise, local ad networks have reached maturity.
It may mean a bonanza for local media managers, many of whom operate sites with half their inventory unsold. Since , Borrell Associates has been a pioneer in scrutinizing local media and the impact of disruptive technology on its ad revenues. This page report, "U. Retailing: Sales, Marketing and the Move to Online," details game-changing shifts.
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And the biggest gainer of all, of course, will be interactive marketing. The report includes an appendix that details online and offline marketing expenditure trends for 34 individual business categories. The power of proximity-based, or location-based, advertising poses radical challenges to the mass media model of aggregating local audiences and selling them to local advertisers.
Mobile apps are all the rage. More than a half-million apps are downloaded every single hour, and the average smartphone user has But the future is cloudy for those trying to tackle the mobile universe via an app. Research shows that after six months, only one of those original 22 apps is still in use. On top of that, a debate is raging as to whether apps will survive a more sophisticated mobile browser fueled by HTML5. Social networks are increasing their ad revenues at a tremendous pace and before long it could take a toll on ad spending at local media Web sites.
Included in the paper is the latest local and national ad and promotions spending projections for social networks by DMA.
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Mobile marketing is exploding, fueled by an installed consumer base of million cell phone users and the quick uptake of smart phones, now in the hands of nearly one-third of consumers. The implications at the local level are enormous. It is the first — and a scene-setter — in a series of reports we will publish this year on the local mobile marketing phenomenon.
A decade-long uptick in political spending has forced a crooked smile on our forecast. Our page report includes 12 charts and an appendix estimating political ad spending in each of the DMAs. Has the mighty real estate advertising category peaked out for online media? Our " Real Estate Outlook" describes major trends in spending by agents, brokers, apartment owners and mortgage lenders and issues our forecast for this year.
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Our annual assessment of this important category describes the situation and offers 20 charts and graphs detailing how real estate ad dollars are shifting. It also includes appendices offering detailed data on U. Our latest research quantifies why so many media companies are redoubling their efforts on launching coupon and shopping Web sites and mobile applications. This report, " Recruitment Advertising Outlook A Jobless Recovery ," comes with an Appendix that details local online ad spending projections by online ad formats display, paid search, e-mail and video in over local markets.
Our new report, "Auto Advertising Outlook Running on Empty," brings good news for online advertising in Meanwhile, the rack publications and yellow pages will continue taking it on the chin. Overall, we expect the total U. It may be a horrible year for advertising overall, but not for local online — and certainly not for some companies seeing double- and even triple-digit growth for local operations.
Our latest projections call for a 2. Download our free memo describing our projections. In our latest research and analysis paper we discover the local search-advertising marketplace may be headed for a shakeout where less-sophisticated affiliates and resellers of search advertising could see their business models collapse and their advertisers flee. Scooping up the business will be savvy affiliates and resellers who are able to optimize SEM performance through software tools and reporting that show actual ROI to advertisers.
The Internet has put another print medium in its crosshairs: direct mail. The popularity of e-mail marketing is set to skyrocket as a result. E-mail, in fact, quietly became the No. Sales were dominated by pure-play Internet companies with no ties to legacy media However, for the first time since we began tracking local shares in , pure-play companies lost ground.
Are small- and medium-sized business owners changing their spending habits? Are they abandoning traditional media for the Internet? Is the recession a tipping point for their ad spend? Some of them now generate millions in revenue and significant profits, and have high potential for continued growth — begging the question of just how much these local Web sites might be worth.
Print yellow page directories face the most uncertain future of all media. The World Association of Newspapers revenue benchmarking survey includes data from newspapers in all major regions of the globe. It covers print and online revenues, the key verticals, and trends over the past three years. This unique resource is a special benefit provided to our subscribers.
It is for internal use only and is not to be circulated outside your organization. While newspaper sites have gone on the attack, we see some dramatic share grabs from other media online. With a third of the working population reaching retirement age over the next decade we expect a huge demand to fill all types of jobs. The prime beneficiary will be online media. Online spending will increase This complete U. This report gives you essential online ad spending data for the whole country. The growth of online media buying by local businesses -- particularly for paid search, directories and video -- has outstripped our expectations and has driven our estimates significantly higher for Real estate advertising retrenched in Get fast, free delivery with Amazon Prime.
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