Borrell top charts for 2011

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This Powerpoint shows the most eye-opening charts from Borrell Associates' 2011 report series tracking movements in local online advertising.

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  • Despite research that shows SMBs are averaging 25 sales calls per month, the majority of local business owners let no more than four in the door.
  • Despite research that shows SMBs are averaging 25 sales calls per month, the majority of local business owners let no more than four in the door.
  • Half of the Top 20 companies making money from local online advertising have nothing but advertising as their content (as opposed to a mix of local news and advertising). All of the Top 6 have nothing but advertising as content.
  • No local site gets more than a 33% share of all locally spent online advertising within its market area. The vast majority of sites get less than 5%. (To calculate share, copy and paste the link below into your browser. The list of market-by-market local online advertising is free. http://www.borrellassociates.com/index.php?option=com_virtuemart&page=shop.product_details&flypage=garden_flypage.tpl&product_id=1002
  • By all measurements, mobile marketing is expected to be huge. While there’s always a gap between “expectation” and reality, this chart indicated that local businesses planned to spend significant portions of their ad budgets – between 10% and 24% for most – on mobile marketing in 2011.
  • Our forecast for mobile ad spending doesn’t quite show a hockey stick, but does indeed show a swift increase beginning in 2012 and 2013. The biggest categories will be app-related advertising and sponsorships and mobile-browser advertising.
  • Promotions is one of those misunderstood categories, but it’s certainly a big one. It refers to discounts, deals, contests and special offers. This chart shows that most of those promotions will be launched in apps and browsers and that spending will skyrocket over the next five years.
  • This shows the rapid adoption of social media by SMBs. In the summer of 2010, 45% of small businesses said they maintained a presence on a social network site or page. Within 18 months, the number had grown to 67%.
  • From our 2011 Online Real Estate Advertising Outlook, we published a chart showing how agents ranked their own websites as a better source of leads than professional referrals, newspaper ads, direct mail, and just about everything else but referrals from past customers and friends.
  • From a survey of more than 33,000 consumers last summer with Presslaff Interactive, we discovered that nearly one-third of them receive four or more coupons per day via email. The startling numbers we are beginning to see (not reflected here) show that online has quickly become the No. 1 source of coupons in the past year, surpassing in-store, direct mail and newspapers.
  • From a survey we conducted with Presslaff Interactive last summer, 729 local advertisers revealed some interesting things about deals programs that led us to believe these programs would continue to proliferate. This shows that, on average, SMBs offered 5 deals in the past 12 months, received 191 purchases, saw 29% of those consumers actually spend more, and saw that 45% of those who purchased deals were actually new customers altogether.
  • Despite research that shows SMBs are averaging 25 sales calls per month, the majority of local business owners let no more than four in the door.
  • Borrell top charts for 2011

    1. 1. Most Interesting Charts from Our 2011 ResearchDecember 2011 Charts and tables from our industry reports
    2. 2. BackgroundThe following charts and tables were selected by BorrellAssociates analysts as the most interesting of 2011.They tell the story of the transition to digital media in anotherwise tough year for advertising.These charts may be used publicly with properattribution to Borrell Associates. For information, call usat 757-221-6641. (To see explanation of charts,download this Powerpoint at http://bit.ly/sMcaOk andlook in each slide’s notes section.)
    3. 3. SMBs Talk To Only a Few Salespeople Question: “In an average month, with how many advertising sales people do you speak — in person or on the phone — among these incoming efforts?”www.borrellassociates.com Source: Borrell Associates/Belden Interactive Digital Study of SMBs, 2011. N = 2,842
    4. 4. Largest Local Online Media Companies: “Advertising” Content Dominateswww.borrellassociates.com Sources: SEC documents, company statements, Paidcontent.org, Borrell Associates Inc., 2010 data as reported by March 2011
    5. 5. Share of Local Online Advertising: Pure- plays in the Mix with Newspaper, TVwww.borrellassociates.com Source: Borrell Associates, Inc. 2011
    6. 6. One in Five SMBs Planned to Spend on Mobile Marketing in 2011 Question: What percent of the advertising budget at your company will be devoted to mobile advertising or marketing efforts in 2011?www.borrellassociates.com Source: Borrell Associates, 2011. N=484
    7. 7. Local Online Advertising by Format & Sellerwww.borrellassociates.com© 2011 Borrell Associates Inc. All Rights Reserved.
    8. 8. Change in Share for Local Media, 2002-2012 Sharewww.borrellassociates.com Of Local Online Advertising© 2011 Borrell Associates Inc. All Rights Reserved.
    9. 9. Mobile Ad Spending Forecast by Delivery Mechanism, 2010-2016 (All Projections in $ Millions)www.borrellassociates.com Source: Borrell Associates, 2011
    10. 10. Mobile Promotions Spending Forecast by Delivery Mechanism, 2010-2016 (All Estimates and Projections in $ Millions)www.borrellassociates.com Source: Borrell Associates, 2011
    11. 11. Mobile Platforms Dominate by 2016www.borrellassociates.com© 2011 Borrell Associates Inc. All Rights Reserved.
    12. 12. SMBs Broadly Adopting Social Networks Does your company maintain a Social Network site or page?www.borrellassociates.com
    13. 13. Realty agents rank their own websites #3www.borrellassociates.com
    14. 14. Consumers love email couponswww.borrellassociates.com
    15. 15. Deals may continue to proliferatewww.borrellassociates.com Advertisers surveyed: 728. July-August, 2011
    16. 16. Thank You!We hope you enjoyed these charts from our 2011 reports.We publish a dozen reports per year and invite you to learnmore at the following URL:http://www.borrellassociates.com/reports/industrypapersYou’ll find free information and other charts and tables. Ifyou have questions, please give us a call at 757-221-6641 oremail us at info@borrellassociates.com.

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