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Local Online Advertising: Measuring the Market
eMarketer, Aug 2007, Pages: 28
eMarketer projects that local online advertising spending In the US will reach $2.9 billion in 2007, only 13.4% of the total Internet market. But as portal giants Yahoo! and Google and major newspaper chains make deals to sell advertising and share content, the sector is set to become a significant growth area for the maturing Internet ad space.
The Local Online Advertising report analyzes this relatively small but rapidly growing ad market.
The promise of local online advertising, at this stage, is greater than the reality.
However, several factors are set to accelerate growth of the market: the wealth of small and mid-size companies potentially available as online advertisers, the increased use of local Internet sites and services by individuals, such as local search, and the development of local online ad networks connected with local media, such as newspapers.
As the audience continues to migrate to the Web, and away from traditional local media such as newspapers and radio, it is only a question of time before online local ad spending catches up.
Key questions the 'Local Online Advertising' report answers:
-What forces are driving the growth of local online ad spending?
-Why do estimates of local online ad spending diverge so much?
-How important is paid search for local advertisers?
-What is the greatest strength of newspapers online?
-What networks should newspapers consider creating to boost online revenues?
And many others...
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