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The Social Networking Explosion: Ad Revenue Outlook (Jun '10)
Social networks are increasing their ad revenues at a tremendous pace and before long it could take a toll on ad spending at local media Web sites. In this latest report, we track the advertising and promotion spending for social networking as well the new rules of marketing under this new “anti-mass” media. Included in the report is the latest local and national ad and promotions spending projections for social networks by DMA.
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Local Mobile Advertising & Promotions: Mobile Coupons Set to Cash In (Apr '10)
Mobile marketing is exploding, fueled by an installed consumer base of 234 million cell phone users and the quick uptake of smart phones, now in the hands of nearly one-third of consumers. The implications at the local level are enormous. This report examines mobile marketing, breaking down the difference between mobile advertising and mobile promotions, and examines what appears to be the first “killer app” for mobile: couponing. It is the first – and a scene-setter – in a series of reports we will publish this year on the local mobile marketing phenomenon.
2010 Political Advertising Outlook: The Endless Campaign (Feb '10)
It’s an “even” year, which means another uptick in political advertising. That’s good news for broadcasters – where most of political advertising winds up – and good news for just about everybody else, too, because of a recent Supreme Court ruling that should open the door to about $400 million more political ad spending this year. A decade-long uptick in political spending has forced a crooked smile on our forecast. It starts at $4.2 billion this year and zig-zags up to $41 billion in the 2012 presidential election year. Online is still barely 1% of all political advertising, just $44 million this year. Our 24-page report includes 12 charts and an appendix estimating political ad spending in each of the 210 DMAs.
Compass Market Data Report
Introducing the Borrell "Compass" market data report. This local market ad spending report combines all the data in Borrell’s LA$R and LOAD reports in a format that is much easier for account reps and sales managers to use.
1. Identify target business categories with one click
2. Automatically generate charts and tables for sales presentations
3. Create a "sales conversation starter" sheet for each prospect
The Compass is very intuitive to use – download the sample below, take it for a spin, and let us know what you think.
Strategic Use of the Compass report
The Compass identifies the strengths and weaknesses of 10 competing media types in your markets. Discover categories that are likely to be good sales prospects for whatever medium you are selling, and which online ad formats, (Display/Listings, E-mail, Video, Search), will see the most growth in your markets.
For strategic planning, the Compass is especially useful to publishers, ad directors, marketing directors, and product developers.
Tactical Use of the Compass report:
The Compass allows you to estimate a prospect’s ad budget and allocation so you know what you are selling against before you walk in the door. It will estimate what a prospect is spending on each of four online ad formats; Display/Listings, Email, Video, Search. Also allows sales staff to practice consultative sales as the Compass gives the advertiser a benchmark to gauge their advertising spend. This tactical data can be worked into your ad sales presentations to make them more informative and compelling for individual prospects.
The Compass report is updated quarterly.
Last Updated: Monday, 06 September 2010 20:43
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