Abridged version of a presentation from Borrell Research at LOAC 2016

1. Tomorrow’s Media, Understood Today
www.BorrellAssociates.com
Radical Changes in
Local Advertising
2016
Jim Brown – VP of Sales & Marketing, Borrell Associates
Corey Elliott – VP of Research, Borrell Associates

2. By 2020, digital is likely
to account for nearly
2/3 of local ad spending.
In 2016, digital media
will account for half of
all local advertising.
© Borrell Inc., 2016. All rights reserved
First Perspective Changer:
Dominance of Digital
3/20/2016 © Borrell Inc., 2016. All rights reserved 1

3. Newspapers
Television
Radio
Direct Mail
Yellow Pages
Magazines
Outdoor
Digital Media
42%
63%
16%
©BorrellInc.,2016.Allrightsreserved
First Perspective Changer:
Dominance of Digital
3/20/2016 © Borrell Inc., 2016. All rights reserved 2

4. Millions
$151 Billion
$395 Billion
1.7x
2.6x
$197 Billion
$113 Billion
© Borrell Inc., 2016. All rights reserved
Source: Borrell Associates Inc.
Second Perspective Changer:
Prominence of Promotion
3/20/2016 3

5. 43/20/2016
© Borrell Inc., 2016. All rights reserved
Third Perspective Changer:
Development of Digital Services
$0.000
$100,000.000
$200,000.000
$300,000.000
$400,000.000
$500,000.000
$600,000.000
$700,000.000
$800,000.000
$900,000.000
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Digital Services - TOTAL
Online Consulting &
Research
Online Ad Production
Online Marketing
Support
Online Public Relations
Web Presence

6. 53/20/2016
© Borrell Inc., 2016. All rights
reserved
Web Presence
•Web Hosting
•Web Design
•Online
Advertising
Mgmt
•Mobile Media
Mgmt
•Social Media
Mgmt
Online PR
•Email Mgmt
•PR Dist
•Reputation
Mgmt
•Opt-in List
Mgmt
Online Marketing
•SEO
•Blog Dev
•Site Visitor
Analytics
•Email List
Purchase
•Listings
Claiming
Online Ad
Production
•Online
Exchange Fees
•Display Ad
Design
•App Design
•Online Contest
Development
•Online Video
Production
Online Consulting
& Research
•Research
Digital Services
Third Perspective Changer:
Development of Digital Services

7. 63/20/2016
© Borrell Inc., 2016. All rights reserved
Fourth Perspective Changer:
Long Tail of “Little”
= approx. 1000 companies with over 1000 emps each

8. 73/20/2016
© Borrell Inc., 2016. All rights reserved
Fourth Perspective Changer:
Long Tail of “Little”
= approx. 1000 companies with over 100-1000 emps each

9. 83/20/2016
© Borrell Inc., 2016. All rights reserved
Fourth Perspective Changer:
Long Tail of “Little”

10. 93/20/2016
© Borrell Inc., 2016. All rights reserved
Fourth Perspective Changer:
Long Tail of “Little”

11. 103/20/2016
© Borrell Inc., 2016. All rights reserved

12. 113/20/2016
© Borrell Inc., 2016. All rights reserved
Perspective Changers
1.Dominance of Digital
2.Prominence of Promotion
3.Development of Digital Services
4.Long Tail of “Little”

13. Tomorrow’s Media, Understood Today
www.BorrellAssociates.com
Thank you
Jim Brown – VP of Sales & Marketing, Borrell Associates
Corey Elliott – VP of Research, Borrell Associates