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
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Local Advertising & Local Online Forecasts for U.S. to 2016
- 1. Online Advertising Trends & Forecast March 21, 2012 2012 Local Online Advertising Conference
- 2. Advertising Trends Group to join: Local Advertising and Marketing Trends Best Resource for your market: www.adspending.com
- 3. © 2012 Borrell Associates Inc. All Rights Reserved. www.borrellassociates.com +4.4% 3.1% CAGR
- 4. © 2012 Borrell Associates Inc. All Rights Reserved. www.borrellassociates.com
- 5. “Advertising” is 1/3 of marketing $ 2011 ($ in Millions) www.borrellassociates.com © 2012 Borrell Associates Inc. All Rights Reserved.
- 6. Promotions is the big driver www.borrellassociates.com ($ in Millions) © 2012 Borrell Associates Inc. All Rights Reserved.
- 7. © 2012 Borrell Associates Inc. All Rights Reserved. www.borrellassociates.com
- 8. 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
- 9. Strong Growth Ahead for Local Online $30 $27.9 $26.6 $ in Billions $24.8 $22.7 +21.2% $19.9 www.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.
- 10. Change in Local Online Adv. Formats, 2016 www.borrellassociates.com © 2012 Borrell Associates Inc. All Rights Reserved.
- 11. © 2012 Borrell Associates Inc. All Rights Reserved. www.borrellassociates.com
- 12. © 2012 Borrell Associates Inc. All Rights Reserved. www.borrellassociates.com
- 13. Weird Little Fact In 2011, traditional local media companies controlled 91% of all advertising, including half of all locally spent online advertising. Source: Borrell Associates Inc.
- 14. How $16b in local online was shared www.borrellassociates.com © 2012 Borrell Associates Inc. All Rights Reserved.
- 16. 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.) $146,500 www.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.
- 17. 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
- 18. Need more information? Borrell Associates Inc. Phone: 757-221-6641 Email: info@borrellassociates.com Twitter: goborrell