Borrell Associates, Inc

• EXECUTIVE SUMMARY
• CHAPTER 1
• Fig. 1.1: Location of Visitors for a “Local” Website in Atlantic City
• Fig. 1.2: Cost and “Audience” Rank highest among SMBs
• Fig. 1.3: Survey Results From 16 Local Websites
• CHAPTER 2 PEELING BACK THE ONION ON UNIQUES
• Fig. 2.1: Base Traffic Data from Site #1
• Fig. 2.2: Two-thirds of Visitors to Site #1 Logged in 4+ days per week
• Fig. 2.3: Core Loyalists to Site #1 Dominated Visits
• Fig. 2.4: Incidential Loyalists were Largest Group Visiting Site #1
• Fig. 2.5: The Final Analysis for Site #1: People= 21% of Unique Visitors
• Fig. 2.6: Who’s Driving Pageviews for Site #1
• Fig. 2.7: Who’s Driving Pageviews for Site #1
• Fig. 2.8: One-fourth of “Loyalists” are not in the market
• Fig. 2.9: Same Audience: High Overlap in Use of Newspaper and Website
• Fig. 2.10: Of 181,100 Uniques, How Many Are Potential Car Buyers?
• Fig. 2.11: Base Traffic Data from Site #2
• Fig. 2.12: Core Audience for Site #2
• CHAPTER 3 CONCLUSIONS

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Proximity-Based Marketing: Mobile Devices Untether Advertising from Media

Table of Contents

• EXECUTIVE SUMMARY
• THE PROMOTIONS JUGGERNAUT
  • Fig.1: Projected 2010 U.S. Marketing Spending, By Category
  • Fig.2: Projected 2010 U.S. Promotions Spending, by Promotional Category
• ONLINE PROMOTIONS SPENDING
  • Fig. 3: Projected 2010 U.S. Online Promotions Spending, by Online Promotional Category
• POINT OF PURCHASE GROWS UP
  • Fig.4: Proximity Marketing Boundaries
• THE MOBILE CONNECTION
  • Fig. 5: 2010 U.S. Projected Mobile Promotions Spending, by Format
  • Fig. 6: U.S. Mobile Promotions Spending by Category, 2006  -2015
  • Fig. 7: 2010 U.S. Projected Mobile Promotions Spending - Share by Method of Delivery
• WHERE IS LOCAL?
  • Fig. 8: U.S. Mobile Proximity Marketing Spending, 2009-2015
• IMPLICATIONS FOR LOCAL MEDIA
• THE BEST FORECASTS
• APPENDIX
• BORRELL ASSOCIATES, INC. COMPANY PROFILE

Mobile Applications: Preparing for the Appocalypse

Table of Contents

• EXECUTIVE SUMMARY
• 1. THERE'S AN APP FOR THAT?
  
  • Fig.1: Categories for Apps Used During the Past 30 Days
  • Fig.2: Percent of Apps Retained, by Months since Download
  • Fig.3: Results from Appcelerator’s June, 2010 Survey of 2,733 Application Developers
• 2. APPS VERSUS BROWSER
• 3. A BREAKOUT YEAR
  
  • Fig. 4: U.S. Ad Requests, Forecast Through 2015
  • Fig. 5: 2010 Projected Mobile Ad Requests by “Post-click Action”
• 4. FOLLOW THE MONEY
  
  • Fig. 6: Mobile Marketing Spending Share of Total Online Marketing, 2009 - 2015
  • Fig.7: U.S. Mobile Marketing Spending, 2006-2015
• 5. MOBILIZING AND SPENDING
  
  • Fig. 8: Mobile Ad Spending, 2006-2015
  • Fig. 9: Current U.S. Population of Mobile Ad-Capable Devices
• 6. “A” IS FOR APP
  
  • Fig.10: Projected 2010 Mobile Ad Spending by Delivery Method
  • Fig. 11: Mobile App Ad Spending, 2009-2011
  • Fig. 12: Mobile App Ad Spending, 2007-2015
• 7. PROMOTIONS: THE OTHER SIDE OF THE MOBILE MARkETING COIN
  • Fig. 13: Projected 2010 Mobile Promotions Spending, by Category
  • Fig. 14: U.S. Mobile App Promotions Spending, 2009 - 2011
  • Fig. 15: U.S. Mobile App-delivered Promotions Spending, 2007-2015
• IN CLOSING
• APPENDIX
• BORRELL ASSOCIATES, INC. COMPANY PROFILE

Local Mobile Advertising & Promotions: Mobile Coupons Set to Cash In

Table of Contents

• EXECUTIVE SUMMARY
• CHAPTER I: The Context for Local Mobile Advertising and Promotions
  • Fig 1.1: U.S. Total Ad Spending by Media, 2009
  • Fig 1.2: National and Local Online Advertising and Promotions, 2004-2014
• CHAPTER II: 2010 Is (Finally) The Year for Local Marketing to Mobile Devices
  • Fig 2.1: Top 10 Ways Adults Used the Internet During the Past 30 Days
• CHAPTER III: Local Mobile Marketing By the Numbers
  • Fig 3.1: Mobile Marketing Explained: Formatted Data Moves Through Channels to Devices
  • Fig 3.2: U.S. Online Marketing and Mobile Marketing* Spending, 2006-2014
  • Fig 3.3: Local vs. National U.S. Mobile Marketing* Spending, 2008-2014
  • Fig 3.4: Local vs. National U.S. Mobile Marketing Spending, 2008-2014
  • Fig 3.5: U.S. Online Promotions Spending vs. Mobile Promotions Spending, 2006-2014
  • Fig 3.6: U.S. Mobile Marketing Spending by Delivery Mechanism Compared to Online, 2009 vs. 2010
• CHAPTER IV: Mobile Coupons Set to Cash In
  • Fig 4.1: U.S. Coupon Spending Forecast, 2006-2014
  • Fig 4.2: Estimated U.S. 2009 Coupon Distribution
  • Fig 4.3: 2009 U.S. Online/Mobile Coupon Redemption
  • Fig 4.4: U.S. Mobile Coupon Spending by Delivery Mechanism, 2009-2014
  • Fig 4.5: U.S. Local Mobile Coupon Spending vs Total Mobile Coupon Spending, 2006-2014
  • Fig 4.6: U.S. Local Mobile Promotions Spending Share by Method, 2009-2014
• APPENDIX A: Local Mobile Advertising Estimates by DMA, 2009 & 2010
• APPENDIX B: Getting Smart: Associations, News Sources and Mobile Coupon Vendors
• ABOUT US

Has the mighty real estate advertising category peaked out for online media? Our "2010 Real Estate Outlook" describes major trends in spending by agents, brokers, apartment owners and mortgage lenders and issues our forecast for this year. This ad category declined 20% last year, from $24.4 billion to $19.6 billion. We're forecasting a mild bounce back in 2010 at 3% growth. Our annual assessment of this important category describes the situation and offers 20 charts and graphs detailing how real estate ad dollars are shifting. It also includes appendices offering detailed data on U.S. ad spending in this category, as well as a market-by-market estimates of national and local spending for 210 cities.