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2010 Outlook: Local Interactive Advertising

Published by: Borrell Associates Inc.

Published: Oct. 1, 2009 - 41 Pages


Table of Contents


Executive Summary



CHAPTER 1: Slower growth + More players = Huge competition

Fig. 1.1: Local Online Advertising, 2004-2014

Fig. 1.2: Trends in Local Online Formats for 2010

Fig. 1.3: Company Growth Rates for Local Online Ad Sales

Fig. 1.4: Advertising Growth for Google, Yahoo, Microsoft & AOL

Fig. 1.5: Largest Local Online Advertising Sellers



CHAPTER 2: Prepping for 2010: Managing Sales Reps

Fig. 2.1: Revenue Performance with Online-Only Reps

Fig. 2.2: Online-Rep Compensation Dierences

Fig. 2.3: Best-Practice Recommendations: How to Spur Reps

Fig. 2.4: Base Salary Ranges for Local Online Reps

Fig. 2.5: Total Compensation for Local Online Reps



CHAPTER 3: The Shift to Online Promotions

Fig. 3.1: The Growth of Local Online Promotions

Fig. 3.2: The Growth of National Online Promotions



CHAPTER 4: The Shiny New Thing: Mobile Advertising

Fig. 4.1: U.S. Mobile Advertising Growth by Format, 2005-2014

Fig. 4.2: Mobile Ad Formats, Local vs. National



MARKET-BY-MARKET PROJECTIONS

Explanation of Our 2009 and 2010 Estimates

Appendix A: 2009 Local Interactive Ad Spending Projections

Appendix B: 2010 Local Interactive Ad Spending Projections

Appendix C: 2009 & 2010 Mobile Device Ad Spending Estimates

Appendix D: Mobile Ad Networks & Agencies



Company Prole

Abstract

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. Local online advertising is growing at a 12% clip this year, and we’ve taken a look at 2010 and expect further growth. This report forecasts 2010 local online sales to hit $14.9 billion, or 5% higher than where we’re expecting things to end up this year. While mobile is a hot topic, we’re projecting it to be a relatively small category locally - only $500 million - in 2010.

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