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BizReport : Advertising archives : October 09, 2009

Borrell Associates: Local ad forecast bright in '10

Although 2009 will not go down in any record books as a great year for online advertising, the outlook for 2010 is much brighter - especially for local marketers. Next year, local online is expected to bring in nearly $15 billion, a 5% increase over expected 2009 numbers.

by Kristina Knight

One interesting note: mobile advertising is expected to be low, again, in 2010. This forecast expects mobile ad revenue to come in around $500 million.

Why the growth in local when other online areas are not seeing growth? Possibly because more and more local businesses, regional brands and publications are pushing into the online realm. As local radio and newspapers report declining growth and lapsed ad sales, the local businesses are still operating - and looking for a new audience. Many are finding it simpler and more profitable to target online ads to specific local demographics than to hope that a radio or newspaper ad finds the consumers they need.

As these marketers become more savvy about the online marketplace, they are further realizing that the number of clicks does not make or break a campaign. Instead, these marketers are finding that display ads are pushing traffic to online hubs, conducting search queries or asking a question about a product. And then they are making that purchase.

The local online ad front is one of the few showing growth in 2009; local online ad revenues are expected to grow by about 12% through year's end.

Tags: advertising forecast, Borrell Associates, local advertising, local marketing, local online, mobile advertising, mobile marketing, online advertising

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  • The next 2 year forecast for increasing online advertising is encouraging to hear for those in the industry.



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