Local Advertising & Local Online Forecasts for U.S.  to 2016
 

Local Advertising & Local Online Forecasts for U.S. to 2016

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The folllowing presentation was given by Gordon Borrell, CEO of Borrell Associates, at the opening of the 2012 Local Online Advertising Conference in New York on March 21, 2012

The folllowing presentation was given by Gordon Borrell, CEO of Borrell Associates, at the opening of the 2012 Local Online Advertising Conference in New York on March 21, 2012

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Local Advertising & Local Online Forecasts for U.S.  to 2016 Local Advertising & Local Online Forecasts for U.S. to 2016 Presentation Transcript

  • Online Advertising Trends & ForecastMarch 21, 2012 2012 Local Online Advertising Conference
  • Advertising TrendsGroup to join: Local Advertising and Marketing TrendsBest Resource for your market: www.adspending.com
  • © 2012 Borrell Associates Inc. All Rights Reserved.www.borrellassociates.com +4.4% 3.1% CAGR
  • © 2012 Borrell Associates Inc. All Rights Reserved.www.borrellassociates.com
  • “Advertising” is 1/3 of marketing $ 2011 ($ in Millions)www.borrellassociates.com © 2012 Borrell Associates Inc. All Rights Reserved.
  • Promotions is the big driverwww.borrellassociates.com ($ in Millions) © 2012 Borrell Associates Inc. All Rights Reserved.
  • © 2012 Borrell Associates Inc. All Rights Reserved.www.borrellassociates.com
  • Local Mobile Advertising By 2016, 88% off all local online advertising will be delivered on a mobile device.All Rights Reserved. © 2012 Borrell Associates Inc.www.borrellassociates.com
  • Strong Growth Ahead for Local Online $30 $27.9 $26.6 $ in Billions $24.8 $22.7 +21.2% $19.9www.borrellassociates.com $16.4 11.2% CAGR $13.4 $13.6 $12.9 $8.2 $5.5 $4.2 $2.0 $2.1 $- 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012f 2013f 2014f 2015f 2016f© 2012 Borrell Associates Inc. All Rights Reserved.
  • Change in Local Online Adv. Formats, 2016www.borrellassociates.com© 2012 Borrell Associates Inc. All Rights Reserved.
  • © 2012 Borrell Associates Inc. All Rights Reserved.www.borrellassociates.com
  • © 2012 Borrell Associates Inc. All Rights Reserved.www.borrellassociates.com
  • Weird Little FactIn 2011, traditional local mediacompanies controlled 91% of alladvertising, including half of all locallyspent online advertising. Source: Borrell Associates Inc.
  • How $16b in local online was sharedwww.borrellassociates.com © 2012 Borrell Associates Inc. All Rights Reserved.
  • www.borrellassociates.com
  • Big Difference: Online-Only Sales Reps Gross Online Revenue per Sales Rep $208,200 (Online $ divided by $195,000 all reps selling digital $185,900 products.) $146,500www.borrellassociates.com $77,400 $73,300 $70,300 $64,387 $30,068 All Data No Dedicated Dedicated Newsp-No Newsp-Yes TV-No Online TV-Yes Radio-No Radio-Yes AEs AEs Online AEs Online AEs AEs Online AEs Online AEs Online AEs N = 271© 2012 Borrell Associates Inc. All Rights Reserved.
  • Looking Forward Micro Trends (most) newspapers  Bloodletting is over for  Yellow Pages face slow-motion demise  Direct Mail entering the “perfect storm”www.borrellassociates.com  A new disruptor is about to wreak havoc  ‘Medium’ companies shrinking  ‘Media’ company morphing and surviving
  • Need more information?Borrell Associates Inc.Phone: 757-221-6641Email: info@borrellassociates.comTwitter: goborrell