Borrell Associates, Inc

TRIPWIRE allows you to generate accurate sales forecasts for your business or product line – quarter by quarter through 2011. It has three parts: PART I allows you to calibrate the model to reflect your past sales results PART II calculates a mathematical forecast, based on the trend of your sales history PART III allows you to modify the mathematical forecast, based on local events and trends The program automatically updates all forecasts whenever new information is added, so you will be able to "fine tune" your original results as time progresses.
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For the U.S. and a whole, about one third of the money spent on interactive services goes to online advertising and promotions; the rest goes to services needed to build and maintain web sites. TIER divides interactive services spending into 18 specific categories, based on data from Dun & Bradstreet.
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In two pages, Snapshot gives you a broad picture of overall ad spending patterns in your market. Current spending directed to your market from businesses located inside your market as well as those without a presence there Spending breakouts across 11 media types let you compute market shares for your company and your competitors Local media market shares compared to US averages The 10 business categories that spend the most on ads to reach your market, with their share of your market compared to their share of the U.S. market
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This report begins with three pages of data on the demographics, current residence situation and interactive media usage of people in the market who intend to purchase a home in the next 12 months. The second portion of the report provides ad spending estimates for four groups of real estate advertisers – agents & brokers, rental managers, developers and mortgage providers – across 11 media types. Spending by each of these groups is broken out by residential vs. industrial and by inside the market vs. outside the market. Finally, there is a backcast/forecast of total ad spending by each of the groups across each medium for 2006 through 2014.
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Our recruitment report uses data from the U.S. Bureau of Labor Statistics, Scarborough Research, Dun & Bradstreet, and SRC DemogaphicsNow to estimate the amount of locally generated recruitment activity expected in a market during the year. The table estimates the number of job openings by six skill levels in 22 employer categories, and estimates the amounts that are being spent on advertising to fill those jobs in 5 media and 4 non-advertising recruiting channels. The report projects recruitment spending back one year and out five years, by year, for each of the nine marketing channels covered by the report. It also looks at monthly variation – averaged over 7 years – in job openings in each of those employer categories.
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The report makes it possible for you to compute your local media company’s market share on several dimensions. First, it shows the spending on each of 11 media types by local as well as non-local advertisers targeting your market, broken out by B2B and B2C. Then it estimates spending on each of four interactive ad formats by advertisers located inside the marketed and those from outside, again broken out by B2B and B2C. The final section estimates spending for online ads that go to sites operated by 8 different media types, including pure-plays.
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The WebSegment™ report divides a market’s population into five segments defined by the amount of time a person spends using the Internet (ranging from no time to more than 20 hours per week). The report provides detailed insight into a market’s demographics, media usage patterns and purchasing behavior based on the amount of time a person spends using the Internet. The WebSegment™ report provides comparisons for each of the five Internet user segments with the U.S. averages corresponding to: Various demographic characteristics Offline media usage patterns TV shows watched Newspaper, yellow pages and cell phone usage Types and amounts of direct mail purchases Planned household purchases across major retail categories Workplace profile Online profile Connection type Online purchase spending Shopping and purchasing behavior across major retail categories Reasons for Internet use in the past 30 days The WebSegment™ report offers valuable guidance to online product development and ad sales strategies, and strengthens consultative ad sales presentations.
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Using Scarborough Research data projected onto your market, the iMAP consumer profile shows: High-level market demographics Home/work/other Internet access Home Internet connection types Percent visiting newspaper, TV and radio sites The iMAP Ad Spending tab shows: Spending for total offline and total online advertising for the current year and 5 years from now For both years, online ad spending across four major online formats (Banners, Search, E-mail, Video) Top 10 business categories for local online ad spending, with share of total local spend going to online
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For each of 100 business categories, Forecaster shows spending on ads in 11 media types by local and non-local businesses, for the current year and five years out. Position yourself to benefit from trends and identify target ad sales categories Current and 5-year forecast of spending on ads reaching your market by businesses located both inside your market and outside, across each of 11 media types Forecast change in spending on each medium over the next five years, in percent and share point Local ad spend per employee lets you model the ad spending of a specific prospect
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A Basic Local Online Ad Summary shows: Total local and total national online ad spending reaching the market Total local and total national non-advertising marketing spending reaching the market The Detailed version also shows a breakout for both national and local spending on: Each of four online ad formats – Standard (banners), Direct (e-mail), Search, and Video
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Borrell's Mobile LA$R™ (Local Ad Spend Report) identifies the local opportunity for mobile advertising. It helps managers understand the flow of mobile ad money in their market, plan strategy against competitors and target ad sales formats that are the most popular. It combines data from Dun & Bradstreet, Scarborough Research, and a number of other sources to estimate current local mobile advertising and mobile promotions spending directed to mobile devices in the market. The Mobile LA$R™ also forecasts market spending.
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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.
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Borrell's Automotive report uses data from NADA, Scarborough, Woods & Poole, NIADA, Mannheim Auctions, Dun & Bradstreet, and the U.S. Bureau of Transportation Statistics to create an assessment of new and used vehicle purchasing and associated ad spending at the market level. This report consists of six tables: New vehicles unit sales by each of 6 dealer employee ranges for the current year, including average ad spend per vehicle for each range Ad spending on new vehicles across 11 media types, broken out by dealers, dealer associations and manufacturers for the current year Used vehicle unit sales by franchised dealers and independent dealers in each of 6 employee ranges for the current year, including average ad spend per vehicle for each range Ad spending on used vehicles across 11 media types, broken out by franchised dealers and independent dealers for the current year, with wholesale, retail and casual sales breakouts Backcast/forecast of ad spending on new cars annually from 2000 through 2014 across 11 media types, broken out by dealers, dealer associations and manufacturers Similar backcast/forecast for used vehicles, broken out by dealers and private party
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This United States overall Media Usage Report provides a snapshot of local media usage – including newspapers, coupons, online services, and overall broadband/Internet usage. This report also illustrates the levels of online spending by consumers on key items such as clothing, computer software, books, etc and the leading reasons for visiting Web sites. We use a combination of Scarborough Research’s data (updated twice a year) and the Claritas PRIZM cluster segmentation.
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