Marchex: Local Online Ads Continue to Rise

Look for more of the same in 2008. That, according to a new report from local online advertising solution Marchex, which predicts that local online advertising will continue to rise, national advertisers will move into local advertising and that advertisers will increase their use of geographical targeting.

by Kristina Knight

The report, 2008 Perspectives on Local Online Advertising and Content, indicates that local advertising will not only be a boon for marketers but for consumers as well. As more brands from large to small reach into the local market, consumers can expect to have a better grasp on deals and offers.

In addition to increased targeting efforts and an overall increase in spending for local marketing efforts, the report predicts that local markets will also see an increase in call-based ad services like call tracking and pay-per-phone calls. Local search is also expected to have a great influence over consumers as more marketers sign on and search platforms increase their targeting abilities.

"Small- to medium-sized businesses are continuing to drive the growth in local online advertising, and ongoing investment from Yellow Pages companies and other local media will continue to fuel this growth in 2008," said Russell C. Horowitz, Marchex Chairman and CEO. "In addition. . .we anticipate that national advertisers and agencies will increasingly focus on local geo-targeted campaigns, particularly as the Local Internet experience for consumers continues to improve and consolidation occurs."