Borrell Associates, Inc - Latest from Category: Industry Paper Archive

Real Estate Advertising Outlook: 2007-2012 (Nov '07)

Wed, 28 Nov 2007 15:07:42 +0100

Real estate advertising retrenched in 2007. While this $11 billion advertising category shows signs of contraction, the interesting story is what’s happening to the internal components. Our report assesses both current trends and future patterns of how agents and brokers will spend on traditional advertising, as well as what they’re investing in their own Web sites right now.

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2008 Outlook: Online Political Advertising - (Jan '08)

Mon, 31 Dec 2007 19:00:00 +0100

Politicians will spend $4.8 billion on political advertising this year, but don't expect much of that to land on the Web. Online media will get about $20 million, most of it going to search.

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2007 U.S.WebAudit™ Report (April '08)

Mon, 31 Mar 2008 20:00:00 +0100

This complete U.S. WebAudit™ is our FINAL estimate for 2007 and supersedes all others. This report gives you essential online ad spending data for the whole country. We can configure a WebAudit™ for any market by DMA, city or county(ies). All WebAudits™ include:

Online Ad Spending Projections for the Top 20 U.S. business categories
Local Online Ad Revenues in the U.S. - 2007 projections by media categories
B2B Ad Spending, by media category
B2C Ad Spending, by media category
U.S. Online Ad Spending, by ad format (banner, e-mail, local search, streaming video/audio)
U.S. Demographics

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Online Promotions: The Big Shift - (April '08)

Mon, 31 Mar 2008 20:00:00 +0100

In 2007, businesses spent $806 billion to get the word out about their products, services and companies. Most of it, $483 billion went toward promotions – non-advertising marketing
expenses that range from discounts, contests, coupons, rebates and sponsorships to white papers, public relations and viral marketing campaigns.

The big windfall is just beginning online, where the utility nature of the Internet is prompting local businesses to shift more dollars from traditional media to interactive, direct-to-consumer marketing campaigns. Some local media companies have already identified this trend and are capitalizing on it.

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What Local Media Web Sites Earn: 2008 Survey (May '08)

Wed, 30 Apr 2008 20:00:00 +0100

Local media Web sites are sharing in the $13.1b local online ad revenue pie this year, but Internet pure-plays continue to gobble up the most. While newspaper sites have gone on the attack, we see some dramatic share grabs from other media online.

This sixth annual benchmarking report is full of local media Web site ad data from over 3,100 sites owned by newspapers, radio stations, TV stations and independents. Our survey requested information regarding:

Total revenue
Total expenses
Revenue attributed to employment, automotive and real estate sales

Revenue attributed to streaming audio

Revenue attributed to streaming video

Percentage of revenue driven by “up-sold” print or broadcast advertising

Percentage of revenue derived from banners and pop-ups

Number of dedicated (online-only) salespeople

2008 budget projections for all of the above

Local Web site managers will benefit from the timely benchmarking data. Also included are 2008 projections for online ad spending.

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2008 Outlook: Online Recruitment Advertising - (April '08)

Mon, 31 Mar 2008 20:00:00 +0100

With a third of the working population reaching retirement age over the next decade we expect a huge demand to fill all types of jobs.

Over the next four years, we expect total recruitment spending to increase 25%, from $58 billion in 2008 to $73 billion in 2012. The prime beneficiary will be online media. Online spending will increase 23.5% to a record high of over $11 billion.

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International Newspaper Benchmarking Report - (July '08)

Mon, 30 Jun 2008 20:00:00 +0100

The 2008 World Association of Newspapers revenue benchmarking survey includes data from newspapers in all major regions of the globe. It covers print and online revenues, the key verticals, and trends over the past three years. This unique resource is a special benefit provided to our subscribers. It is for internal use only and is not to be circulated outside your organization.

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Say Goodbye to Yellow Pages - (July '08)

Mon, 30 Jun 2008 20:00:00 +0100

Print yellow page directories face the most uncertain future of all media. We’re estimating that the yellow pages industry will lose $39% of its in annual revenue over the next five years, amounting to a loss of $5 billion in annual revenue by 2013. Meanwhile, there is a simultaneous increase in the industry’s “addressable market” of search engine advertising and local online video, giving publishers a larger cache of advertising products to sell. Video shows the most promise, growing from a $1.4 billion category this year to $7.6 billion in 2013.

The directory industry has been the most aggressive of all local media, garnering an estimated 15% share of its total revenues from digital advertising this year. It has also trained approximately 80% of its on-the-ground sales force – totaling more than 13,000 salespeople – to sell interactive products, going head-to-head with trained newspaper reps also selling online advertising. Combined with other retrained local sales staffs, online products are now being sold by 34,100 local sales reps – the largest sales force for any local media product.

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What’s A Web Site Worth? Valuation Metrics For Local Web Sites - (Sept '08)

Sun, 31 Aug 2008 20:00:00 +0100

The oldest newspaper, radio, TV and “city.com” Web sites turned 14 years old this year. In that short time span they have evolved from being interesting experiments to become their parent organizations’ center of attention and financial saviors. Some of them now generate millions in revenue and significant profits, and have high potential for continued growth – begging the question of just how much these local Web sites might be worth.

BIA Financial Network has teamed up with Borrell Associates to analyze local Web site revenues, expenses and growth trends in this report, “What’s A Web Site Worth? Valuation Metrics For Local Web Sites”.What emerged was another strong indication of the fundamental changes taking place in the media industry: local Web sites generate important value for their owners, especially for owners that have positioned their sites for growth in key high-demand advertising categories such as e-mail, streaming video and paid search. Some of these local Web sites are worth between $300 million and $450 million, and even small sites are seeing values in the low millions of dollars.

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2009 Outlook: Local Interactive Advertising - (Nov '08)

Fri, 31 Oct 2008 20:00:00 +0100

2009 will be the first in many in which some components of interactive advertising show little or no growth, or may even decline. The changes foreseen are not cyclical, and show no sign of improving quickly, irrespective of upward movement in the nation’s economy.

For local interactive media, the big slowdown has begun a year earlier than we anticipated. The spending levels by local advertisers – which have grown at a frenetic 47% this year – are expected to slow down to a relatively paltry 8% in 2009. Local media companies projecting double-digit and even triple-digit increases in their interactive budgets next year will have a very difficult time meeting those expectations – especially if they rely on banner ads.

Traditional forms of interactive advertising such as banner ads are quickly falling out of favor and site publishers should begin looking at expanding their ad arsenal with other offerings. Download the executive summary to read more.

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2009 Projections: Identified US Social Network Ad Spending

Mon, 13 Jul 2009 14:38:19 +0100

Download our free 2009 ad spending projections for 118 social networking sites.

The amount projected to be spent locally in 2009 comes to $641 million out of $3.26 billion across the sites surveyed.

A key finding is that the majority of this local ad spend is captured by two Web sites – MySpace and Facebook. Between them they captured $363 million dollars, or 57 percent of the surveyed local social network advertising.

Share your opinions on social networking ad spend and read Gordon Borrell's take at our blog.

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Proximity-Based Marketing: Mobile Devices Untether Advertising from Media

Tue, 12 Oct 2010 09:59:29 +0100

The power of proximity-based advertising poses radical challenges to the mass media model of aggregating large local audiences and selling them to local advertisers. But what’s being disrupted isn’t so much the traditional mass media as it is the old “Point of Presence” advertising – those shelf-level coupons, in-store Budweiser displays, or blue-light specials at Kmart. “Proximity-Based Marketing: Mobile Devices Untether Advertising from Media” examines state of affairs for this emerging form of marketing in a 15-page industry paper that includes eight charts and graphs and an appendix gauging proximity marketing activities in 210 U.S. markets. It gauges mobile proximity-based advertising at $200 million this year, swelling to $760 million in 2011 and springing to $6 billion by 2015. Almost 97% of the expenditures, however, is likely to be placed by national chains, not by smaller local businesses. An interesting phenomenon is that one-third of smartphone users who access retail information on their devices are generally unreachable by any other medium – newspapers, yellow pages, radio or TV. With more and more people staring into small screens as they shop, could this foretell that mobile devices might be the most powerful way to influence wallet-ready consumers? This is the third in a series of three industry papers we’ve published this year on Mobile Marketing.

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"Disruptive Technology and Local Media"

Thu, 06 Jan 2011 10:53:14 +0100

Since 2001, Borrell Associates has been a pioneer in scrutinizing local media and the impact of disruptive technology on its ad revenues. In 2003, its landmark report on the subject, done in conjunction with then Harvard Assistant Professor Clark Gilbert, a protégé of Clay Christensen, was released. The report was a major wake-up call to the country’s local media giants. A 2007, condensed reprint of “Disruptive Technology and Local Media” is now available for free.

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2011 Outlook: SMBs Become Everybody's New Best Friend

Thu, 10 Mar 2011 09:46:41 +0100

Local media companies looking for greener pastures have turned to Main Street shops, hoping to find gold. Companies like Groupon went from zero to more than $400 million in a year’s time just by targeting smaller businesses – sending everyone else rushing in to sell deals-type programs, hyperlocal banner ads, search engine optimization, and everything else under the digital sun. In our survey of 2,872 small and medium size businesses (SMBs), we found that they plan to increase their ad budgets 4.5% this year, but their online budgets 29%. The biggest gainers: email and social media advertising, including spending on their own websites. While 86% of SMBs reported having a website last year, that’s expected to go to 91% in 2011 – meaning there are very few left without a web presence. The big question now is how to gain attention, which is where local media companies come to play. This 55-page report delivers insights into SMB spending habits both online and offline, as well as their intentions in increasing spending. It also offers an appendix detailing how 35 SMB categories – from auto-repair shops to restaurants to sporting goods stores – are spending online, including how much each spends on banners, email, video, and paid search.

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