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The WebAudit™ provides a detailed look at a local online ad market at both the strategic and the tactical level. This includes local online ad shares by type of site operator (pure-play, newspaper, etc.) and comparison of their site with its peers.

A WebAudit™ report helps managers identify and size strategic sales opportunities by comparing and analyzing the differences of the local spending patterns of individual business categories and major vertical market segments (Auto, Real Estate, Recruitment, General Merchandise, etc.) with U.S. norms. Ad reps can use the report to strengthen their presentations and enhance their role as consultants in the sales process.

There are two levels of WebAudit™ reports available:

• A Standard WebAudit™ includes demographic information, total online ad spending in market by origin, different ad class spending (such as local or national, paid search, B2C), along with a list of the Top 20 business categories that spend the most for local online advertising – including the amounts of their budgets dedicated to online.
• A Custom WebAudit™ expands a Standard WebAudit with increased detail on local ad spending in key vertical markets such as automotive, recruitment, real estate and general merchandise.

Regardless of which type of WebAudit™ you use, you will receive market share estimates for the top recipients of local online ad spending (e.g., newspapers, pure-plays) by type of spending (e.g., local paid search, banners and e-mail).

Comparison of your market’s online spending patterns with national averages to identify and evaluate business categories that have the largest ad sales potential.

Drawing from our database of more than 3,000 local Web properties,[1] we compare your Web site’s performance against competitors and against the revenue performance of peers.

Many major media companies are using this service to gauge market share and track online advertising in their markets. A WebAudit report includes a high level of analysis and interaction with Borrell Associates’ consultants for strategic recommendations for increasing your online revenue and total market share.

[1] Client participation in the survey is confidential; we do not reveal the identities of the individual data points.

Download Samples

Web Audit Sample

Borrell Ad Estimate Methodology 2007

Borrell Associates - Media Category Definitions