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May 29, 2015

Local Advertising Hits a Tipping Point

Overview

This 49-page report includes 20 charts and tables, an appendix listing local digital ad-spending estimates by each format (banners, email, paid search, etc.) for 513 U.S. markets, and a full list of survey questions. The analysis in this report encompasses responses from 7,228 advertisers surveyed between January 20 and May 1, 2015 and reports on their spending and projected spending across all media types, including plans for social media and use of mobile. Our survey indicates an acceleration in upward and downward trends for media buying. More have told us they’re planning to increase digital budgets than we saw in our 2011 and 2013 surveys, and more have told us they’re planning to abandon traditional media. This report also comes with access to a 45-minute webinar with the author and lead analysts reviewing the report’s findings and answering questions.

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