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Local Search Advertising Spend Will Double

According to a report by Borrell Research

     
11:34 am on Sep 7, 2006 (gmt 0)

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Local online advertising will enjoy another year of strong growth in 2007, increasing by 32 percent to $7.7 billion, according to a new report by research firm Borrell Associates Inc.

Paid local search is expected to remain the fastest-growing ad category, nearly doubling to $1.8 billion and accounting for almost a quarter of local online ad spending. Local e-mail will climb by 54 percent to $233 million, while local banners and listings will increase 18.4 percent to $5.6 billion.

[publications.mediapost.com...]

1:07 pm on Sept 7, 2006 (gmt 0)

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From what I see here locally, I think this is spot on, and 2008 will be even stronger. Borrell gets his info from the newspaper industry, where they have very good sources. His newspaper clients are not wild about hearing this news, alas, because they fear (rightfully) that much of that money is going to come from what was spent on print.
2:12 pm on Sept 7, 2006 (gmt 0)

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My spending on local advertising has migrated from traditional print sources to the web.

As time has moved on print has become less productive. We maintained high print advertising costs during a period when the web became the dominant source of business....so we didn't cut it out prematurely.

At least in the example of this small local biz...and more and more w/other small local buisnesses that I work with, we see local web impact being more productive and a more worthwhile expenditure.

Dave

2:16 pm on Sept 7, 2006 (gmt 0)

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Local e-mail will climb by 54 percent

May God help us all and have mercy upon us.

much of that money is going to come from what was spent on print

You are right! Anyone who does not see this new revolution (paradigm shift) will lose, and lose big (especially companies). We are truly at the dawn of a new age and the sun has barely even started to show on this new world.

Mobile search (local search) is the future. Only problem is... how to get our sites to show well in mobile devices...

2:29 pm on Sept 7, 2006 (gmt 0)

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earlpearl-

Do you think most local businesses begin web advertising on their own, or because some web company convinces them to?

2:40 pm on Sept 7, 2006 (gmt 0)

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In the two cases where I got clients into e-commerce, I had to beat them with a stick. Severely. But, they are sooooooo glad now.
2:42 pm on Sept 7, 2006 (gmt 0)

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Mobile search (local search) is the future. Only problem is... how to get our sites to show well in mobile devices...

The future of mobile is not our websites, it's micro pages. Say someone is out shopping and decide they want to eat. They open up their phone and do a search for resturants. They don't want to see the resturants websites. They want to see what types of food the resturants have, whether they have a bar, and maybe happy hours. And of course the phone number which you can click to call or a link to a map to see where it's at. All that can be done on a very small space or page. These of course will probably be the ones hosted by Yahoo / Google / MSN or whoever the phone service has partnered with for local search.

In the two cases where I got clients into e-commerce, I had to beat them with a stick. Severely. But, they are sooooooo glad now.

That's ecommerce. It takes a large commitment from the business owner. When I think of local ad spending, I think of owners who do not have a need for any real ecommerce but do have a need to drive local phone calls and foot traffic to their stores.

[edited by: JeremyL at 2:45 pm (utc) on Sep. 7, 2006]

2:51 pm on Sept 7, 2006 (gmt 0)

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JK:

I'd bet most have to be sold. My experience is different as a biz operator...but then I've helped other businesses that had to be sold.

The exception in our case, was that we learned about it, we were nervous about rankings, we knew nothing about this and were unsuccessful in finding help, and I had the TIME and disposition to learn about it and apply it.

Most small business operators don't have the time to get good on it...and then wouldn't know if they can spend to get the help in house. So they gotta be sold on it, IMHO.