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Local Online Advertising:
Measuring the Potential
With $1.3 billion spending in 2006, representing only 7.9% of the total $16.7 billion in US Internet ad spending for the year, local online advertising remains more promise than fulfillment. While marketing factors will drive significant this year and next, the boom in local online advertising is not here yet.
Attention: Marketers, Advertising Agencies, Portals, Online and Offline Retailers, Large Corporations and SMEs and Financial Analysts.
The Local Online Advertising report analyzes the burgeoning growth of local online ads, and why paid search is the driving factor behind it.
Just as paid search contributes over 40% to the total US online ad spending market, so it is for local online advertising, where paid search provides over 55% of the local total. These are notable figures, especially when you factor in the relative immaturity of the local search market.
But make no mistake, the boom has not hit yet. Even when local online ad spending jumps by nearly 53% next year to $2.0 billion, that will make it not quite 10% of the 2007 estimate of $20.3 billion for total online advertising.
Key questions the "Local Online Advertising" report answers:
- When will local online advertising become a significant channel for national advertisers?
- Among web advertisers, who will be the biggest players in local online advertising?
- Where does local online advertising fit in the overall advertising picture?
- How can paid search become more effective for SMBs in local markets?
- Can the US newspaper industry use the Internet to regain advertising relevance?
- And many more…
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 smart business, marketing and advertising decisions for the future.
To download the report to your desktop—or receive a bound-paper copy via FedEx—click Add to Cart:
With $1.3 billion spending in 2006, representing only 7.9% of the total $16.7 billion in US Internet ad spending for the year, local online advertising remains more promise than fulfillment. While marketing factors will drive significant this year and next, the boom in local online advertising is not here yet.
Executive Summary
 US Local Online Advertising Spending, 2006-2008 (billions)
US Local Paid Search Advertising Spending, 2006-2008 (billions)
Issues & Questions
The eMarketer View
Key eMarketer Numbers: Local Online Advertising
Ad Spending: Local, National, Online, Total
Local Online Advertising Spending in the US, 2004-2010 (billions)
Local Online Advertising Spending in the US, 2004-2010 (% of total online)
Local Online Advertising Spending Growth in the US, 2005-2010 (% increase vs. prior year)
Comparative Estimates: Local Online Advertising Spending in the US, 2004-2010 (billions)
Comparative Estimates: Local Online Advertising Spending Growth in the US, 2005-2010 (% increase/decrease vs. prior year)
Local vs. National: Internet
US National vs. Local Online Advertising Spending, 2004-2010 (billions)
US National vs. Local Online Advertising Spending Growth, 2005-2010 (% increase vs. prior year)
US National vs. Local Online Advertising Spending, 2004-2010 (% of total and billions)
US Local vs. National Online Advertising Spending, by Type, 2005-2010 (% of total and millions)
US Local vs. National Online Advertising Spending, by Type, 2005-2010 (millions)
US Local vs. National Online Advertising Spending Growth, by Type, 2006-2010 (% increase/decrease vs. prior year)
Local vs. National: Total Media
US National vs. Local Total Media Advertising Spending, 2004-2010 (% of total and billions)
US National vs. Local Total Media Advertising Revenues, 1995-2005 (% of total)
US National vs. Local Total Media Advertising Spending, 2004-2010 (billions)
US National vs. Local Total Media Advertising Revenues, 1995-2005 (billions)
US National vs. Local Total Media Advertising Spending Growth, 2005-2010 (% increase/decrease vs. prior year)
US National vs. Local Total Media Advertising Revenue Growth, 1995-2005 (% increase/decrease vs. prior year)
US National vs. Local Total Media Advertising Revenues, by Media, 2004-2006 (millions)
Internet vs. Total Media
US Local Online vs. Local Total Media Advertising Spending, 2004-2010 (% of total media)
US Online and Total Media Advertising Spending, 2000-2010 (billions and online as % of total media)
US Online and Total Media Advertising Spending Growth, 2001-2010 (% increase/decrease vs. prior year)
US Local Online vs. Local Total Media Advertising Spending, 2004-2010 (billions and local online as % of local total media)
US Local Online vs. Local Total Media Advertising Spending Growth, 2005-2010 (% increase/decrease vs. prior year)
US Local Online Advertising Spending, by Category, 2005 (in millions, % share of local ad spending and % share of total local online ad spending)
Search and Research
US Local vs. Total Paid Search Advertising Spending Growth, 2005-2010 (% increase vs. prior year)
US Local vs. Total Paid Search Advertising Spending, 2004-2010 (billions)
US Local Paid Search as a Percentage of Total Paid Search Advertising Spending, 2004-2010 (% of total)
US Advertising Spending, by Media, 2001-2007 (billions)
Comparative Estimates: Local, National and Total Paid Search Advertising Spending Growth in the US, 2005-2010 (% increase/decrease vs. prior year)
Comparative Estimates: Local, National and Total Paid Search Advertising Spending in the US, 2005-2010 (millions)
Comparative Estimates: Local and National Paid Search Advertising Spending in the US, 2005-2010 (% of total paid search)
Level of Experience or Interest in Locally Targeted Search Keyword Text Ads by Search Engine Advertisers and Agencies Worldwide, 2005 (% of respondents)
Search Engine Networks Where Search Engine Advertisers and Agencies Worldwide Have Bought Inventory for Local Search Marketing, 2005 (% of respondents)
Local Research
Types of Online Ad Targeting to which US Consumers Are Likely to Respond, by Income, January 2006 (% of respondents)
Reasons that US Adult Internet Users* Typically Use Search Engines for Shopping Activities, August 2005 (% of respondents)
Top Five US Search Verticals, June-October 2005 (thousands of searches, % growth)
Top Five US Search Verticals, June 2005 & October 2005 (% of total searches and % increase/decrease vs. prior month)
US Visitors to Local Search Websites, March 2006 (millions)
Top 20 Google Domains in the US, May 7-13, 2006 (% of total Google visits)
Where US Consumers Look First for Information on Local Businesses, 2006 (% of respondents)
Sources that US Consumers Use First When Looking for Local Business Listings, by Age or Annual Income, February 2006 (% of respondents in each group)
US Internet Users Who Use Search Engines to Find Information about Local Businesses, 2003 & 2005 (% of respondents)
Newspapers: Media Canary in the Online Coalmine
US Newspaper Advertising Revenues, by Segment, Q1 2005 & Q1 2006 (% increase/decrease vs. prior year)
US Newspaper Advertising Revenues, by Segment, Q1 2005 & Q1 2006 (billions)
US Newspaper Advertising Revenues, by Segment, Q1 2005 & Q1 2006 (% of total and billions)
US Advertising Revenues Lost Annually to the Internet, by Media, 2004-2007 (millions)
US Newspaper Advertising Revenue, by Segment, 2003-2005 (% of total and billions)
US Newspaper Advertising Revenues, by Segment, 2003-2005 (millions)
Local Newspaper Online Revenues in North America, 2002-2005 (billions)
US Advertising Spending, by Media, 2004 & 2005 (millions and % increase/decrease vs. prior year)
Average Weekday Daily Newspaper Readership by US Adults in the Top 50 Markets, 1998-2005 (thousands and % of adult population)
Average Weekday Daily Newspaper Readership by US Adults in the Top 50 Markets, by Age, 1998-2005 (thousands and % of each group)
Select Types of News Websites that Have Been Used by US Adult Internet Users, by Internet Access Technology, November-December 2005 (% of respondents in each group)
Select Media that Are Used by US Adult Internet Users Daily or Weekly*, by Age, January 2006 (% of respondents in each group)
Primary and Secondary Sources that US Consumers Use to Get Local News, December 2005 (% of respondents)
Local Advertising Media Used by US Online Local Shoppers, Q4 2004 (% of respondents)
US Local Online Advertising Revenues, by Provider, 2005 (% of local online ad revenues)
Average Online Advertising Revenues per US Newspaper and TV Station Websites, by Market Size*, 2005 (thousands)
Local Online Advertising by Newspaper Websites in North America that Dominate a Region, by Market Size*, 2005 (% share of local online advertising)
Classified Ads: Consider the Cash Cow
Online Classified Advertising Spending in the US, 2000-2010 (millions)
US Newspaper Print Advertising Revenues, by Segment, 1995-2005 (millions)
Online Classified Advertising Spending Growth in the US, 2001-2010 (% increase/decrease vs. prior year)
US Newspaper Print Advertising Revenue Growth, by Segment, 1995-2005 (% increase/decrease vs. prior year)
US Newspaper Print Classified Advertising Revenues, by Category, 1995-2005 (millions)
US Newspaper Print Classified Advertising Revenues, by Category, 1996-2005 (% increase/decrease vs. prior year)
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With $1.3 billion spending in 2006, representing only 7.9% of the total $16.7 billion in US Internet ad spending for the year, local online advertising remains more promise than fulfillment. While marketing factors will drive significant this year and next, the boom in local online advertising is not here yet.
Borrell Associates Inc.
Citi Investment Research
comScore Media Metrix
eMarketer
Harris Interactive
Hitwise
iCrossing
JupiterResearch
Newspaper Association of America (NAA)
Nielsen//NetRatings
Outsell
Pew Internet & American Life Project
Scarborough Research
Search Engine Marketing Professional Organization (SEMPO)
Synovate
Television Bureau of Advertising (TVB)
The Dieringer Research Group
The Kelsey Group
TNS Media Intelligence
Universal McCann
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Price: $695.00
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