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Local Online Ad Spend to Double in 2008

Posted on 12.10.2007
According to local research firm Borrell Associates, local online ad spneding will reach $12.6 billion in 2008 - about a 48% increase from this year. This is certainly a lofty forecast and goes well beyond those of other researchers from companies like eMarketer and The Kelsey Group. So why the big difference? Partly because what seems to be many Internet companies filling the void left behing by local media companies who are not growing in proportion to local online ad buys. These larger companies are already profiting from partnering with local media companies. Also is the advancement and ease of video advertising and, of course, Google making in-roads into the local, offline media scene.

The report states:

Key advertising segments for 2008 will continue to be the Big 3 classified categories of automotive, recruitment, and real estate, with online political marketing holding promise for local sites as state and presidential campaigns heat up.

A major component of local video advertising will be long-form pieces for home, automotive, and health-related categories.

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