Newspaper sites get lion's share, but broadcasters are narrowing the gap.
Advertising on local online media properties is rapidly becoming a force to be reckoned with, according to a new research report from Borrell Associates. In "What Local Web Sites Earn: 2005 Survey," the company forecasts local online spending will hit $3.9 billion in 2005.
Local online spending growth will be 46 percent higher in 2005 than 2004's $2.7 billion. That sum represents a 28 percent increase over 2003 spend. Some 2,177 local media properties were analyzed as part of the report.
The leading metro area for local online spending is forecast to be New York City for the third consecutive year, with a 2005 spend of $240.49 million, an increase of 30.6 percent over 2004. Los Angeles and Chicago hold the next two spots, growing at 32.5 and 31.7, percent respectively. The Washington, D.C. area showed the high year-over-year growth in spending; 69.8 percent growth propelled it to the number four spot (with a $91.83 million spend) on the list. The San Francisco-Oakland-San Jose metro area ranked sixth ($90.03 million), behind Philadelphia at $91.03 million.
|Projected U.S. Local Online Ad Spending, 2003-05|
|Spending Rank||DMA||Local Online Ad Spending ($ millions)||Change (%)|
|1||1||New York City||$137.15||$184.09||$240.49||30.6|
|4||6||San Francisco- |
|Source: 2005, Borrell Associates Inc. and Ad Audit Services, 2005|
The leading category in the survey was newspaper-controlled Web sites, which reaped $1.19 billion in local online ad revenue, representing 44 percent of all local online advertising spending. The 2004 share is in an increase of 5 percentage points over newspapers' 2003 share. That share is being built partially through up-selling print advertisers. Nearly half of newspapers' online revenues are reported to come from existing print advertisers.
Internet pure-plays, such as AutoTrader.com, Monster, and HouseValues, captured 40 percent of local online spend. TV reaped 4 percent, and radio captured a meager 1 percent. TV stations are on a rapid growth clip, with a 58.8 percent increase in revenues last year (to $119 million). Radio stations, in comparison, grew revenues 91.4 percent (to $34 million).
|Click on graphic to view chart|
According to Atwood, Borell expects both TV and radio broadcasters to see high growth in local ad sales. "There's a lot of experimentation going on among broadcasters, and some of that will pay off," he said. "Now that audio and video are feasible on the Web, they will begin to catch up to the market shares that they have in traditional media compared to print media."
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT