How are agencies mixing things up? This 15-page report offers rich insights from our 2019 survey of 446 local agencies.
This is our annual summary of what local ad-buyers are doing. It stems from our 2019 survey of 2,288 advertisers and includes insights on what they're buying, how much they're spending, and how it's all changing. READ MORE
We've recast our estimates for the amount of digital advertising available to local media companies in each market and have issued our forecasts for 2020 for all types of media. READ MORE
Every month we ask our panel of local marketers a series questions on a particular topic. The results yield insights that help us better understand the state of local marketing and advertising. While the results are meant for internal usage, we do compile the results for panelists. And, occasionally, we release some of those reports to Borrell subscribers.
When it comes to online marketing services, DIY is fairly prevalent. More than half of local advertisers in our most recent panel survey indicated that they’re doing at least some of the work involved in website design, content creation, and video and audio production. This 8-page report from our monthly advertiser panel looks at four types of marketing services and explores what’s DIY, what’s farmed out, and whether advertisers are thinking of abandoning DIY and hiring service providers. This report is for Borrell subscribers only and is not for sale.
The meteoric rise of digital advertising over the past five years has forged a new reality for local media companies. Instead of competing, most are now embracing it, driving more than $10 billion in ad sales in 2018. Our comprehensive report includes data that helps companies quantify how well (or poorly) they're doing compared with peers.
This is our annual outlook for one of the largest advertising segments, the $30 billion real estate industry. After mild growth of about 4% in 2018, we're forecasting a more tepid 2019 with growth under 1%. The housing market has changed considerably since the Great Recession, and so has the way advertisers spend their money. By 2024, $3 out of every $4 spent on marketing will go to digital channels, led by social media. MORE
Wrenching changes in automotive advertising are forging a new landscape for local media. Broadcast media and newspapers are losing more ground, while online and direct mail are on the rise. Our annual report examines the underpinnings of those changes. It tracks historical shifts in automotive spending across each media type and issues forecasts for up to five years.