Our latest report, “Budgeting for 2012: Local Online Advertising Forecasts and Key Growth Opportunities,” points to two amazing phenomenon. First, traditional media companies are gaining online share over pureplay Internet companies. And second, in a few short years, the vast majority of what we know as "online" will be served up on mobile devices. We are forecasting 18% growth next year as local online advertising goes from $15.7 billion to $18.5 billion in 2012. This report details the categories and formats pegged for growth, as well as individual market estimates.
Gain an understanding of the national results of the consumer and advertiser study. Receive valuable insights into consumer and advertising spending. Compare figures to your market to see how you compare to what's occurring across the US.
To make forecasting a little easier we have compiled a FREE "2011 Benchmarking Update: Local Online Media Revenue" mid-year update which includes local online-ad spending numbers for every local market in the U.S. The update also contains the Table of Contents and all Appendices from our April release, "Benchmarking Local Online Media, 2010 Revenue Survey" (this data was part of the $995 report).
Main Street has gone “mobile,” adopting the latest new-media phenomenon at an alarming rate. Research indicates that half of all SMBs are hoping to jump on the mobile marketing bandwagon this year, driving combined spending on mobile advertising and promotions (including the ever-popular “deals”) over $1.2 billion this year. This 26-page report details the burst of interest by local businesses in using mobile devices to lure customers with proximity advertising, coupons and SMS offers. It offers 27 charts that show current and forecast trends for household penetration of mobile devices (including smartphones and tablets) and rich detail on local-business spending on mobile advertising and promotions.
Automotive advertising is finally on the rebound. Our annual look at this important ad segment pegs it at $22.6 billion this year, running about 7 percent ahead of last year. Our 2011 Local Automotive Advertising Outlook examines trends in new-car sales (down), used-car sales (up) and the underlying mechanics causing dealers to shift their spending toward channels like online media and cinema advertising. The report, which includes 20 charts and graphs, dives deeper into the online phenomenon, showing that auto dealers are the most aggressive local advertisers on the web, and that they’re likely to carry that mentality over to mobile media.
The downturn in the housing industry has forged deep changes in the way real estate professionals spend their ad dollars. Market indices point to a slow recovery in home sales, but the advertising recovery has already begun. Expenditures are forecast to increase 8 percent this year, to $21.8 billion. The most-favored medium is online, where agents, brokers, builders and mortgage lenders will plow $8.9 billion. That makes real estate the second-largest online advertising category. Our 56-page annual outlook examines housing trends, shifts in advertising between traditional print, online, broadcast and other channels, and takes a deep dive into what agents are doing – and thinking – about online marketing.
Despite the dearth of available jobs, recruitment marketing continues to grow – up an estimated 5.8% this year for all marketing expenditures and up 18.6% for online advertising. More than any other advertising category, recruitment has undergone the greatest transformation. Human resources professionals last year spent 57% of their advertising budgets on online media, principally to buy job postings or to access resume databases. That’s the largest share devoted to online for any advertising category. This report, “2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?,” represents our annual analysis of this important segment.
Our 9th annual, "Benchmarking Local Online Media: 2010 Survey," is out, delivering eye-popping insights on local online media revenues. Sites that focus on a particular category of content have begun to dominate the landscape, and many local operations that are the most successful are generating millions of dollars by selling a myriad of products beyond just banners. This industry paper analyzes revenue from nearly 4,600 local interactive operations and provides appendices listing market-by-market online ad spending by format, including spending on local coupons.
Local media companies looking for greener pastures have turned to Main Street shops, hoping to find gold. 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.
After years of unfulfilled promise, local ad networks have reached maturity. Stories of CPMs doubling and large “spot” buys mean that the floodgates have begun opening for networks that offer targeted banners down to local websites. It may mean a bonanza for local media managers, many of whom operate sites with half their inventory unsold. The biggest beneficiaries are likely to be newspaper, TV and yellow pages websites, which control 80% of all local banner advertising, as well as the ad networks themselves.