| Local Online Advertising Outlook: 2008 through 2012 |
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We expect local online ad spending to go from $13.1 billion in 2008 to a high of $22.9 billion in 2012. However, by 2010 the fast pace of growth will begin to slowdown sharply. There will be many changes within the medium itself primarily with ad spend shifting to the video and e-mail categories.
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Marketing budgets will <em>accelerate their shift out of traditional advertising formats</em> (both online and off-line) and into non-ad activities such as promotions and public relations, which are better at delivering the improved targeting and accountability that advertisers are demanding.
