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2010 Outlook: Local Interactive Advertising Product Image

2010 Outlook: Local Interactive Advertising

  • Published: October 2009
  • Region: Global, United States
  • 41 Pages
  • Borrell Associates Inc

It may be a horrible year for advertising overall, but not for local online -- and certainly not for some companies seeing double- and even triple-digit growth for local operations. Local online advertising is growing at a 12% clip this year, and we've taken a look at 2010 and expect further growth. This report forecasts 2010 local online sales to hit $14.9 billion, or 5% higher than where we're expecting things to end up this year. While mobile is a hot topic, we're projecting it to be a relatively small category locally - only $500 million - in 2010. This report also features interactive ad spending by DMA and the publisher's recent online account executive compensation survey results.

The wave of Internet advertising that locally focused media companies have been surfing for five years has now peaked, and some media companies are starting to eat sand. For the first time since they began selling online advertising more than a decade ago, sales are in decline for the majority of legacy media companies, but many companies with independent online-only sales forces are still hanging ten. This shift is highlighted by companies like CareerBuilder, which has seen sales driven by newspaper READ MORE >

Executive Summary

CHAPTER 1: Slower growth + More players = Huge competition
Fig. 1.1: Local Online Advertising, 2004-2014
Fig. 1.2: Trends in Local Online Formats for 2010
Fig. 1.3: Company Growth Rates for Local Online Ad Sales
Fig. 1.4: Advertising Growth for Google, Yahoo, Microsoft & AOL
Fig. 1.5: Largest Local Online Advertising Sellers

CHAPTER 2: Prepping for 2010: Managing Sales Reps
Fig. 2.1: Revenue Performance with Online-Only Reps
Fig. 2.2: Online-Rep Compensation Dierences
Fig. 2.3: Best-Practice Recommendations: How to Spur Reps
Fig. 2.4: Base Salary Ranges for Local Online Reps
Fig. 2.5: Total Compensation for Local Online Reps

CHAPTER 3: The Shift to Online Promotions
Fig. 3.1: The Growth of Local Online Promotions
Fig. 3.2: The Growth of National Online Promotions

CHAPTER 4: The Shiny New Thing: Mobile Advertising
Fig. 4.1: U.S. Mobile Advertising Growth by Format, 2005-2014
Fig. 4.2: Mobile Ad Formats, Local vs. National

MARKET-BY-MARKET PROJECTIONS
Explanation of The Publisher's 2009 and 2010 Estimates
Appendix A: 2009 Local Interactive Ad Spending Projections
Appendix B: 2010 Local Interactive Ad Spending Projections
Appendix C: 2009 & 2010 Mobile Device Ad Spending Estimates
Appendix D: Mobile Ad Networks & Agencies

Company Proile

If you are budgeting for next year you'll want this forecast. We've even included a city-by-city breakout of local interactive ad spending -- as well as for mobile ad spending estimated for each market for 2009 and 2010.

While overall interactive advertising seems to be contracting, smaller local advertisers continue to increase their spending on online media, a trend that should continue into 2010.

However, while the ad growth is downshifting the publisher sees online promotions moving into high gear with an expected 150% growth over the next five years.

Also in this report are the results of a survey of sales managers showing sales drivers and online account executive compensation

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