2009 Outlook: Local Interactive Advertising

Published by: Borrell Associates Inc.

Published: Nov. 1, 2008

Table of Contents

Executive Summary

CHAPTER 1 - The National Forecast

Fig.1: US Media Ad Revenue 2007-2009

Fig.2: Interactive Ad Format Spending, 2007-2009

Fig.3: Change in National & Local “Standard Format” Ad Spending, 2004-2009

Fig.4: 2008 Interactive Ad Spending - B2B versus B2C Components

CHAPTER 2 - Credit Crisis Impact

Fig.5: Original and Recast 2008 US Ad Media Revenue Projections Compared

Fig.6: Original and Recast 2008 US Interactive Ad Format Spending Projections Compared

Fig.7: Forecast Effect of Credit Crisis on “Standard Format” Ad Sales, 2004-2009

Fig.8: Forecast Effect of Credit Crisis on Paid Search Ad Sales, 2004-2009

Fig.9: Forecast Effect of Credit Crisis on Direct E-mail Ad Sales, 2004-2009

CHAPTER 3 - Promotions Spending - the Rest of the Story

Fig.10: Promotions Spending 2007-2009

Fig.11: Online Promotions Spending, 2006-2013

Fig.12: Percentage Growth in Online Promotions Spending From Previous Year, 2007-2013

Appendix A - How Borrell Associates Forecasts

Fig. A

Fig. B

Fig. C

Appendix B - 2009 Local Interactive Ad Spending Forecast by DMA

Abstract

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