Local online advertising set to boom

**cshel** · 10-24-2005, 08:42 PM

This came from the Center for Media Research @ MediaPost.com... I'm on a bunch of their mailing lists and I thought this was interesting enough to share.

The Research Brief is here: http://www.centerformediaresearch.co...cfm?fnl=051024

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As a follow on to last week's reports about local newspapers online, here's another perspective on local advertising Online, and the availability of a complete report...

According to a recent study by Borrell Associates Inc., through the participation of advertising experts in a quarterly panel, local online advertising is enjoying a bonanza year, with many site operators reporting revenue increases of 50 percent or more.

While newspapers continue to benefit, the heightened sales activity is seen in independently owned city.com sites and Web operations run by local TV and radio stations.

Companies are competing for a slice of the $4.1 billion that local businesses will spend this year for online advertising, 51.5 percent more than they spent last year, says the report. Local online represents just 3.1 percent of the nearly $130 billion that local businesses will spend on all media advertising this year. Borrell projections over the next five years show local online growing to $8.6 billion, but still less than 6 percent of local ad spending.

Looking ahead, local paid search is the biggest growth category in online advertising, but unavailable from most local site operators. Spending by local businesses on paid search is expected to rise 161 percent next year, to $906 million, and to account for nearly half of all local online advertising by 2010.

**Rubber Duck** · 10-25-2005, 03:21 AM

Originally Posted by cshel

.....Looking ahead, local paid search is the biggest growth category in online advertising, but unavailable from most local site operators. Spending by local businesses on paid search is expected to rise 161 percent next year, to $906 million, and to account for nearly half of all local online advertising by 2010.......

Yes, this is a no brainner, but we are all agreed that wherever in the World this search takes place it will be in English!!!

Best Regards
Dave Wrixon

**DryHeat** · 10-25-2005, 09:28 AM

Originally Posted by dwrixon

Yes, this is a no brainner, but we are all agreed that wherever in the World this search takes place it will be in English!!!

Best Regards
Dave Wrixon

Not just English but many other languages except those needing IDNs....at least for now and the foreseeable future. Point to ponder about: where was this research conducted and for what markets these research results are relevant?

**mole** · 10-25-2005, 10:08 AM

Originally Posted by DryHeat

Point to ponder about: where was this research conducted and for what markets these research results are relevant?

They just did it with a panel of b2b advertising "experts", but it makes sense that local community websites are generally cheaper and more targeted.

The 'global reach, local touch' mantra, if you will.

**Rubber Duck** · 10-25-2005, 11:07 AM

Originally Posted by mole

They just did it with a panel of b2b advertising "experts", but it makes sense that local community websites are generally cheaper and more targeted.

The 'global reach, local touch' mantra, if you will.

Yes, Google seem to have got this one weighed up! If you want a restaurant in Shanghai just search on this:

http://bendi.google.com/clochp

For this reason I have just invested in:

xn--cesv58a.cn 本地 Local (Bendi Google)
xn--lck0ge4d.jp ローカル Local (Japanese)

BTW the bit about searches being in English was just a jibe at the Xenophobic dot commers on here!

Best Regards
Dave Wrixon