Borrell Associates | Street Fight

Big Political Ad Spend Set for Local in 2018, but Will News Sites Be Ready?

Tom Grubisich

Big Political Ad Spend Set for Local in 2018, but Will News Sites Be Ready?

Political ad spending totaling $1.9 billion will pour into the digital space, most of it on the local level, Borrell Associates estimates in its 2018 forecast. But daily newspapers and local news “pure-plays” will have to fight hard for their share against Facebook, Google and the other digital platforms.

Borrell: Too Many Local Newspapers Remain Stuck in Their Newsroom ‘Church’

Tom Grubisich

Borrell: Too Many Local Newspapers Remain Stuck in Their Newsroom ‘Church’

Facebook collected $13.6 billion in local ad spending in the U.S. in 2016, according to the report — more than all local media put together — $12 billion. The report says Facebook, Google and other global pureplays will continue to dominate digital ad revenue that comes from merchants and other businesses at the community level.

Street Fight Daily: Google’s New Payment Project, Real Estate’s Digital Decline

The Editors

Street Fight Daily: Google’s New Payment Project, Real Estate’s Digital Decline

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Google Said To Be Testing A Point-of-sale System Called Plaso (GigaOm)… Borrell: Real Estate To Scale Back On Digital (NetNewCheck)… An Attribution Standard? IPG, Horizon, Digitas and Others Agree to Use One Firm (AdAge)…

SMBs Now Spend More Than 1/4 of Marketing Budgets on Digital Media

Mason Lerner

SMBs Now Spend More Than 1/4 of Marketing Budgets on Digital Media

A new report released by Borrell Associates paints a rosy picture for the immediate future of local marketing — as long as the industry can overcome a few barriers. The report, which drew from a survey of over 2,000 small businesses, found that they now spend more than a quarter of their budgets on digital media with robust growth in the social media and mobile advertising sectors…

New Borrell SMB Report: ‘The Deer Have the Guns’

Steven Jacobs

New Borrell SMB Report: ‘The Deer Have the Guns’

The 903 small business owners surveyed in a new study from Borrell Associates said they expected to spend only 12% of their digital advertising budgets in 2013 on banner advertising, sponsorships, and classifieds. Meanwhile they expected to spend more than half of their marketing budgets on owned channels, investing heavily in managing their website (35%), running email marketing campaigns (13%), and social media (14)%.

Why Mobile Ads Are ‘A Little Scary’ (And Potentially So Valuable)

Terry Heaton

Why Mobile Ads Are ‘A Little Scary’ (And Potentially So Valuable)

Mobile isn’t a mass marketing vehicle; it’s my one-to-one, highly intimate connection with the Web. It’s a personal device, and its connection to me is private (or not), powerful, and controllable entirely by me. It is, in fact, a portable, electronic version of me, and I will not permit interruptions in the name of commerce for long…

It’s 2004 All Over Again: Mobile Spending to Double in 2013

Terry Heaton

It’s 2004 All Over Again: Mobile Spending to Double in 2013

According to a Borrell Associates client memo made available to Street Fight, local mobile advertising will increase 100% this year. That’s right; double. In some markets that number may translate into tens of thousands of dollars; in the largest, it’s $100 million or more. Gordon Borrell told us that what’s happening with advertising at the local level is “nothing short of phenomenal.”