Borrell Associates, Inc - Latest from Category: Industry Papers

Auto Advertising: 2010 Outlook - Running On Empty (Nov '09)

Thu, 12 Nov 2009 13:03:01 +0100

Overall, we expect the total U.S. ad spend for new cars to rise to $19.2 billion from the low of $18.4 billion in 2009. This report is based on Borrell Associates’ Automotive Data Table (Table A) which monitors the pulse of local ad spending by U.S. auto dealers, dealer associations, and manufacturers. This report also includes an appendix of online auto ad spending projections for 2009 detailed for more more than 900 local markets.
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Real Estate Outlook 2010 (Jan '10)

Tue, 12 Jan 2010 14:09:53 +0100

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. Don't forget to sign up for this report's Webinar on Thursday, 2/4, 2-3pm ET for just $75 (free for subscribers).

Price: $0.00

The Social Networking Explosion: Ad Revenue Outlook (Jun '10)

Thu, 24 Jun 2010 13:17:14 +0100

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.

SAVE 20% on an annual Borrell Reports Subscription for a limited time. Get this report and nine more advertising research reports for less than the price of three when you subscribe. For more details see -- http://www.borrellassociates.com/reports/subscription

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Local Mobile Advertising & Promotions: Mobile Coupons Set to Cash In (Apr '10)

Mon, 12 Apr 2010 16:46:59 +0100

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.

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Mobile Ad Spend & Vendor List

Mon, 14 Jun 2010 14:34:29 +0100

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2010 Political Advertising Outlook: The Endless Campaign (Feb '10)

Thu, 04 Feb 2010 15:30:27 +0100

An odd thing happened in 2009: For the first time, political ad spending in an "odd" year actually surpassed that of spending in a presidential year within a decade. The event underscored a trend where spending within a two-year political advertising “cycle” has more than doubled since 1996. The trend accelerates going forward. This report details the beneficiaries of that spending and dissects the sources – from Senate and House campaigns to state and local elections and even “issues,” which comprise 43% of all ad spending. It also examines online advertising, which we estimate will be about $44 million this year, less than 1% of all political advertising and is not likely to crack the $100 million mark until the Presidential campaign of 2012. The 24-page report includes 12 charts and an appendix estimating political ad spending in each of the 210 DMAs.

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Recruitment Advertising: 2010 Outlook - A Jobless Recovery (Nov '09)

Fri, 20 Nov 2009 09:59:46 +0100

Our latest report details the decline in online recruitment advertising this year, but we forecast a 20% increase for 2010. This report, "Recruitment Advertising Outlook 2010: A Jobless Recovery," comes with an Appendix that details local online ad spending projections by online ad formats (display, paid search, e-mail and video) in over 900 local markets.

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Compass Market Data Report

Mon, 01 Feb 2010 15:34:46 +0100

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.

Identify target business categories with one click
Automatically generate charts and tables for sales presentations
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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2010 Local Online Advertising Conference Presentations (Feb '10)

Fri, 29 Jan 2010 12:35:14 +0100

We have posted all available presentations. A limited selection of the speakers and sessions do not have related presentation materials. All files in the zip archive are PowerPoint 2003 or 2007 format. Any presentations not available in PowerPoint 2003 or 2007 formats will not be included in the presentation downloads.

If you attended our conference, please take a moment and fill out a simple survey so that we may better serve you.

Price: $0.00

Media Usage: 2009 R1 Total US

Thu, 20 Aug 2009 14:56:15 +0100

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.

For Internet usage we now include Social Networking and a stat for the percentage of persons in the US who get coupons via email or text messaging.

Also included:

Leading reasons for online usage (e.g., visited auto site)
National sites visited
Online purchases and amounts spent online
Broadband penetration rates
Breakouts by infrequent, moderate and heavy Internet users
Demos (age, gender, income, etc.) of online users

Price: $600.00

What Local Media Web Sites Earn: 2008 Survey (May '09)

Tue, 19 May 2009 20:00:00 +0100

Last year $12.6 billion was spent in online advertising by local advertisers. Sales were dominated by pure-play Internet companies with no ties to legacy media However, for the first time since we began tracking local shares in 2001, pure-play companies lost ground. It’s all outlined here in our 7th annual revenue survey of over 6,000 local Web sites.

This year's survey requested information from 2008 regarding:

Total online revenue
Total online expenses
Revenue from employment, auto and real estate advertising
Ad revenue across six different categories
Percentage of revenue derived from banners and pop-ups
Percentage of revenue driven by "up-sold" broadcast or print advertising
Number of dedicated (online-only) salespeople
2009 budget projections for all of the above

Price: $0.00

Classifieds Ad Spending Tables: Automotive, Real Estate & Recruitment

Wed, 29 Apr 2009 20:00:00 +0100

These data tables provide detailed U.S. ad spending information related to its classified vertical across 11 media categories including online. They also provide ad spend forecasts so that managers can make better decisions based on advertising trends. A vertical report can be purchased for any local market definition (DMA, county, city, ZIP code). (These are PDF sample versions; Excel spreadsheets are available also by contacting us.)
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The Top 5 Online Advertising Recommendations for Your White Board in 2010

Fri, 11 Dec 2009 17:16:50 +0100

Grab your dry erase markers and schedule your meetings in January to discuss the Top 5 Online Advertising Recommendations by Borrell Associates designed to drive your revenue growth in 2010.

Identify and copy the fastest-growing companies.
Partner with someone.
Use the Internet as a utility to tap faster-growing "non-advertising" marketing dollars.
Keep your hands on the wheel with mobile advertising.
Capitalize on the transformation to video.

We'll be meeting each Thursday in January from 2-3pm to discuss these recommendations for your business. (We’ve combined #1 and #2 into the first Webinar.) Each presentation will include examples and market intelligence to give you the ammunition you need to persuade local advertisers to do business with you.

Save $50 when you sign up for all 4 Webinars by January 5th.
Subscribers get an additional 10% discount.

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What's On Sale?: Coupons and Sales Circulars Move Online (Dec '09)

Thu, 10 Dec 2009 12:14:37 +0100

Coupon use is up an amazing 36% over last year, but retailers are beginning to increase their use of the Internet as a distribution channel, particularly for higher-priced items. While the Internet still accounts for less than 5% of all coupon redemptions, Internet coupons represent 20% of the value of those redemptions. Our latest research quantifies why so many media companies are redoubling their efforts on launching coupon and shopping Web sites and mobile applications.

Get a Free 3-Month Trial to the Borrell Reports Subscription
Price: $0.00

Local Mobile Advertising Comes Of Age (Dec '09)

Thu, 03 Dec 2009 15:33:47 +0100

‘Tis the season for giving, and in that spirit Borrell Associates is pleased to make our 2010 mobile ad-spending estimates for more than 200 local markets our holiday gift to you – along with a little analysis as to what to expect next year. It’s free
Price: $0.00

Classifieds Ad Spending Tables Q3 2009: Automotive

Fri, 23 Oct 2009 13:24:55 +0100

These reports provide detailed U.S. automotive ad spending information for 2009 related to each classified vertical across 11 media categories including Interactive. They feature sales information related to the vertical. They also provide ad spend forecasts so that managers can make decisions based on trends. In addition, a vertical report can purchased for any local market definition (DMA, county, city, ZIP code). (These are PDF versions; Excel spreadsheets are available also by contacting us.)
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2010 Outlook: Local Interactive Advertising (Oct '09)

Thu, 08 Oct 2009 10:27:37 +0100

It may be a horrible year for advertising overall, but not for local online -- and certainly not for some companies seeing double- and even triple-digit growth for local operations. Local online advertising is growing at a 12% clip this year, and we've taken a look at 2010 and expect further growth. This report forecasts 2010 local online sales to hit $14.9 billion, or 5% higher than where we're expecting things to end up this year. While mobile is a hot topic, we're projecting it to be a relatively small category locally - only $500 million - in 2010. This report also features interactive ad spending by DMA and our recent online account executive compensation survey results.

Learn more about how you can get this report and many more Borrell reports with an annual subscription.

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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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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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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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