Benchmarking Local
Media’s Digital Revenues
Local media’s digital efforts have evolved into a competitive $12 billion industry, representing an 18% share of all locally spent digital advertising. Newspaper, TV, cable, radio, and yellow page companies are driving tens to hundreds of millions of dollars via digital ad sales. For many, it’s one-fourth to one-third of total sales; for some, it’s more than half. This insightful 39-page report is our 15th annual assessment of how large these operations are getting, who’s gaining ground, and who’s losing.
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2017 Real Estate Advertising Outlook
Dealer's Can't Stop Spending on Digital Advertising
Our annual assessment of Real Estate advertising -- an ad category that rivals Automotive in size -- shows a return to healthy growth, up 4.1 percent this year. The most-watched real estate segment, spending by agents and brokers, is up even more. Our 2017 report details the ups and downs, including what's happening with the underpinnings of the industry -- home sales, construction permits, and who's buying homes.
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Ad Spending at the Local Level
What are SMBs spending? It’s an important question, and we know the answer. We offer data-rich reports for any locality, down to the county level. We are the leading experts in monitoring and forecasting local advertising trends. We track expenditures across all U.S. markets. Our offerings include:
- Online access to data & forecasts for any locality
- Ongoing surveys of SMB spending trends
- Subscription to monthly reports & webinars on key trends
- Consulting & Presentations
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Advertising Conferences
Each spring and fall we hold the largest gathering of local media's digital executives. These premiere events draw very high ratings, with more than 90% of attendees saying they plan to return. The spring event is at the Grand Hyatt in New York City, and the fall event at the Grand Hyatt in San Francisco. In addition to networking opportunities, these events offer exposure to who’s successfully navigating the complex digital landscape, seizing the greatest market share of both audience and ad dollars.
Local Market Data
Our primary product, called Compass, gives media companies actionable guidance on spending by 100 business categories on 33 marketing channels in their local markets. Borrell clients use Compass to identify and size opportunities, track market shares, get more sales appointments and become stronger marketing consultants.
Trends & Analyses
Subscribe to a variety of analysis-rich Industry Papers that cover topical issues in both online and mobile advertising, often in the framework of how those trends affect traditional media. Topics include annual outlooks on key verticals (automotive, real estate, and recruitment) and subjects driven by industry trends.
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© 2017 Borrell Associates, Inc.