Budgeting for 2012: Local Online Advertising Forecasts and Key Growth OpportunitiesBorrell Associates Inc.November 1, 2011 26 Pages - SKU: BAI6712248 |
| Countries covered: United States "Budgeting for 2012: Local Online Advertising Forecasts and Key Growth Opportunities," reveals that after two years of fairly flat revenues, this advertising segment is entering another rapid-growth phase. In fact, it's two years from toppling the age-old kingpin of local advertising, newspapers. But don't count newspapers or any other traditional media out: Legacy local media companies still control 92% of all advertising, including half of all locally spent online advertising. And their share is of online is starting to grow, at the expense of local pureplay Internet companies. We're forecasting 18% overall growth as local online advertising goes from $15.7 billion this year to $18.5 billion. In addition, a subset of online, mobile advertising (smartphones and tablets), will push the total expenditure to more than $26 billion by 2016. The report contains 12 charts and graphics, along with two appendices detailing online ad spending by format (banners, email, video, paid search and streaming audio) for 210 U.S. markets. The break-outs include estimates for 2011 as well as forecasts for 2012. |
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