Market research firm The Kelsey Group has released its annual forecast predicting a worldwide increase in local search and online classifieds spending, as more and more advertisers target customers regionally
The forecast asserts the local search segment will grow from $3.4 billion in 2005 to $13 billion in 2010, with online classifieds growing from $12.3 billion to $18.1 billion. Overall local search and online classified spending will grow from $15.7 billion in 2005 to twice that, or $31.1 billion, in 2010.
It’s all part of a marketing trend away from advertising on broad-based Web sites where marketers must attempt to be all things to all consumers, and toward targeting on location and vertical, according to Matt Booth, SVP and program director for interactive local media at the research firm.
“If you have the opportunity to advertise with someone that has a really robust vertical, that can discuss your industry’s specific needs, then you have a good chance of capturing some of those dollars,” said Booth.
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