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SUMMARY
eMarketer projects that local online advertising spending In the US will reach
$2.9 billion in 2007, only 13.4% of the total Internet market. But as portal
giants Yahoo! and Google and major newspaper chains make deals to sell
advertising and share content, the sector is set to become a significant
growth area for the maturing Internet ad space.
The Local Online Advertising report analyzes this relatively small but rapidly
growing ad market.
The promise of local online advertising, at this stage, is greater than the
reality.
However, several factors are set to accelerate growth of the market: the
wealth of small and mid-size companies potentially available as online
advertisers, the increased use of local Internet sites and services by
individuals, such as local search, and the development of local online ad
networks connected with local media, such as newspapers.
As the audience continues to migrate to the Web, and away from traditional
local media such as newspapers and radio, it is only a question of time before
online local ad spending catches up.
Key questions the "Local Online Advertising" report answers:
- What forces are driving the growth of local online ad spending?
- Why do estimates of local online ad spending diverge so much?
- How important is paid search for local advertisers?
- What is the greatest strength of newspapers online?
- What networks should newspapers consider creating to boost online revenues?
- And many others...
eMarketer Reports- On-Target and Up-to-Date
The Local Online Advertising report aggregates the latest data from marketing
and communications researchers with eMarketer numbers, projections and
analysis to provide the information you need to make the right business
decisions- right now.
TABLE OF CONTENTS
Executive Summary
- US Local Online Advertising Spending, 2006-2011 (billions)
- Issues & Questions
The eMarketer View
- Key eMarketer Numbers: Local Online Advertising
Local Online Ad Spending
- US National vs. Local Online Advertising Spending Growth, 2006-2011 (%
increase vs. prior year)
- US National vs. Local Online Advertising Spending, 2006-2011 (billions)
- US Local Online Advertising Spending, 2006-2011 (% of total online)
- Local Online
- Comparative Estimates: US Local Online Advertising Spending, 2006-2011
(billions)
- Comparative Estimates: US Local Online Advertising Spending Growth,
2006-2011 (% increase/decrease vs. prior year)
- Comparative Estimates: US Local Online Advertising Spending, 2006-2011
(% of total online)
- Total Media: Local vs. National
- US National vs. Local Total Media Advertising Spending, 2006-2011 (% of
total and billions)
- US National and Local Advertising Revenues, 2003-2006 (% of GDP)
- US National vs. Local Total Media Advertising Spending, 2006-2011
(billions)
- US National vs. Local Online Advertising Spending Growth, 2006-2011 (%
increase vs. prior year)
- US Local and National Total Media Advertising Spending, 2000-2010
(millions)
- US Local and National Total Media Advertising Spending Growth, 2001-2010
(% increase/decrease vs. prior year)
- US Local and National Total Media Advertising Spending, 2000-2010 (% of
total)
- US Local Online vs. Local Total Media Advertising Spending, 2006-2011 (%
of total online and % of total media)
- US Local Total Media and Local Online Advertising Spending, 2005-2010 (%
of total media, total online and local total media)
- US Local Online vs. Local Total Media Advertising Spending, 2006-2011
(billions)
- US Local Online vs. Local Total Media Advertising Spending, 2005-2010
(billions)
- US Local Online vs. Local Total Media Advertising Spending Growth,
2006-2011 (% increase/decrease vs. prior year)
- US Local Online vs. Local Total Media Advertising Spending Growth,
2006-2010 (% increase vs. prior year)
- Local Paid Search
- US Local Paid Search As a Percent of Total Local Online Advertising
Spending, 2006-2011
- US Local Paid Search As a Percent of Total Paid Search Advertising
Spending, 2006-2011
- US Local vs. National Paid Search Advertising Spending, 2006-2011
(billions)
- US Local vs. National Paid Search Advertising Spending Growth, 2006-2011
(% increase vs. prior year)
- Comparative Estimates: US Local Paid Search Advertising Spending,
2006-2011 (% of total local online)
- Comparative Estimates: US Local Paid Search Advertising Spending,
2006-2011 (billions)
- Comparative Estimates: US Local Paid Search Advertising Spending Growth,
2006-2011 (% increase/decrease vs. prior year)
- Comparative Estimates: US Local Paid Search Advertising Spending,
2006-2011 (% of total paid search)
- Online Activities of US Internet Users, 2006 (% of respondents)
- US Internet Users Who Have Recently or Ever Used a Search Engine to Find
a Local Service Vendor, August 2006 (% of respondents)
- Total US Local Online Searches, 2002-2010 (millions)
- Growth of Total US Local Online Searches, 2003-2010 (% increase vs.
prior year)
- Top Four Search Marketing Tactics Used Last Year and/or Planned for this
Year by US Search Marketing Executives, 2007 (% of respondents)
- Share of Online Local Searches in the US, by Search Engine Provider,
July 2006
- US Search Keyword Prices for Top Position on Yahoo! Search Network, by
General Term vs. Local Term, January 26, 2007
- Leading Keywords in Local Searches in the US, by Local Hits and Highest
Local Bid, 2006
- Search Keyword Patterns Used Recently* by US Internet Users to Find a
Local Service Vendor, August 2006 (% of respondents)
- Method by which US Internet Users Contacted a Local Service Vendor with
Information from a Web Site Found via a Search Engine, August 2006 (% of
respondents)
- US Local Online Advertising Revenues, by Segment, 2006 (millions and %
of offline revenues)
- US Internet Yellow Pages Revenues, 2006 & 2011 (billions)
- Types of Advertising Purchased by US Local Advertisers, 2006 (% of
respondents)
- Comparative Estimates: US Yellow Pages National and Local Advertising
Spending, 2005-2007 (millions)
- Comparative Estimates: US Yellow Pages National and Local Advertising
Spending Growth, 2006 & 2007 (% increase vs. prior year)
- Average Cost per Acquisition for Select Media in the US, 2006
- Local Video, Banners, E-Mail
- US Local Online Advertising Spending, by Format, 2005-2010 (% of total)
- US Local Online Advertising Spending Growth, by Format, 2006-2010 (%
increase/decrease vs. prior year)
- US Local Online Advertising Spending, by Format, 2005-2010 (millions)
- US Local Online Video Advertising Spending, 2006, 2007 & 2012 (millions)
- Media that Will Represent the Largest Increase in Spending* for Their
Top Client or Brand according US Marketing Executives, by Clients' Budget
Size, March 2007 (% of respondents)
- US Streaming Video Advertising Revenues for Newspaper and Local TV
Broadcaster Web Sites, 2006 (millions)
Newspapers: Internet and Print
- US Local Online Advertising Revenues, by Media, 2005 & 2006 (% market
share)
- Revenues: Online vs. Offline, Local vs. National
- US Newspaper Online Advertising Revenues, National vs. Local, 2000-2010
(% of total newspaper online revenues)
- US Newspaper Online Advertising Revenues, 2003-2011 (millions)
- US Newspaper Online Advertising Revenue Growth, National vs. Local,
2001-2010 (% increase/decrease vs. prior year)
- US Local Newspaper Online Advertising Revenues*, 2002-2007 (millions)
- US Local Online Advertising Revenues, by Type of Web Site, 2005-2010
(millions)
- US Newspaper Online Advertising Revenue Growth, 2004-2011 (% increase
vs. prior year)
- US Newspaper Online and Print Advertising Revenue Growth, 2001-2010 (%
increase/decrease vs. prior year)
- US Newspaper Print and Online Advertising Revenues As a Percent of Total
Newspaper Revenues, Q1 2005-Q1 2007
- US Local Online Advertising Revenues, by Type of Web Site, 2007 (% of
total)
- US Local Online Advertising Revenues, by Type of Web Site, 2005-2010 (%
of total and millions)
- US Newspaper Online Advertising Revenues As a Percent of Total Newspaper
Advertising Revenues, 2003-2011
- US Newspaper Online Advertising Revenues As a Percent of Total Newspaper
Advertising Revenues, 2000-2010
- Online Revenues for Select US Newspaper Companies, 2006 & 2007 (% of
total company revenues)
- Classified Ads
- US Online Classified Advertising Spending, by Segment, 2001-2010 (% of
total)
- US Newspaper Classified Advertising Revenues, by Category, 2000-2006 (%
of total)
- US Online Classified Advertising Spending, 2001-2011 (% of total online
ad spending)
- US Online Classified Advertising Spending Growth, 2001-2011 (%
increase/decrease vs. prior year)
- US Online Classified Advertising Spending, by Segment, 2001-2010
(millions)
- US Online Classified Advertising Spending, by Segment, 2001-2010 (% of
total)
- US Online Classified Advertising Spending Growth, by Segment, 2002-2010
(% increase/decrease vs. prior year)
- US Newspaper Classified Advertising Revenues, by Category, Q1 2005-Q1
2007 (millions)
Conclusion
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