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.”
In Counting Actual People, Hyperlocals’ Smaller Traffic Numbers Can Be Big
With local merchants looking at more and more digital marketing options in their search for customers, community news sites have to be aggressive in selling themselves to potential advertisers (and raising revenue that will pay for editorial and other improvements). How can they make the most of their traffic numbers, which are much lower than those at most commerce-based sites?
Report: Online Ad Revenue to Hit $24.3B in 2013
In looking at the categories of ad revenue, Borrell found that displays ads, which have taken a lot of heat in the industry for their supposed increasing irrelevance,, remain the dominant choice of businesses. But targeted display has moved ahead of run-of-site display, and targeted’s rate of growth is far higher…
Borrell: Promotions Will Dominate Local Media Ad Spend in 2013
Local advertisers are set to spend 81% more on promotions than media-based advertising this year, according to a new study by Borrell Associates. The report forecasts that growth in digital promotions will outpace digital advertising by 65% over the next four years, jumping from $32.2 billion in 2012 to over $80 billion in 2017…
Street Fight Daily: Pinterest Buys Livestar, Starbucks’ Shoddy Square Rollout
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… Pinterest Acquires Local Recommendation App Livestar (AllThingsD)… Starbuck’s Shoddy Square Rollout Baffles Baristas, Confuses Customers (Fast Company)… Yelp: Study Says Our SMB Advertisers Make $23K More per Year (Screenwerk)…
Conference Notebook: Rethinking the Local ‘User Experience’
After four years of slowed growth, local advertising spend has finally rebounded to pre-2008 levels with digital revenues up 31% in 2012. Speaking at the Local Online Advertising Conference in New York Monday, Gordon Borrell, CEO of Borrell Associates, said that local online marketing spend will reach $24.5 billion by 2016, driven largely by growth in non-advertising marketing services…
Street Fight Daily: Groupon Launches POS, Wal-Mart Tests Same-Day Delivery
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… Groupon Eyes Restaurants With Nationwide POS Offering (Reuters)… Same-Day Delivery Test at Wal-Mart (New York Times)… Borrell Predicts Digital Revenue Will Rise 30% Next Year at Some Newspapers (Poynter)…
Street Fight Daily: Local Online Ad Rev to Jump 30%, Facebook Reviews
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… Borrell: Newspaper Revenue to Rise in 2013 (GigaOm)… Watch Out, Yelp: Facebook Is Thinking About Restaurant Reviews
(Business Insider)… Square, Starbucks roll out service (USA Today)…
Report: 72% of SMBs Plan to Increase Mobile Spend in Next 12 Months
Much of the survey reinforces what we already know – namely, that location targeting is a big value driver for SMBs and web sales models like cost-per-click and cost per impression will not fly in a mobile environment. The survey conducted by Borrell Associates on behalf of Pontiflex also found that 46% of SMBs would be interested in a self-serve option for mobile advertising, which is good sign for the entire local marketing space…
Street Fight Daily: Edo Raises $15M, Local Retail Spend Up in 2013
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… Card-Linked Local Offers Platform Edo Raises $15M Series C (TechCrunch)… Local Web Retail Ad Spend to Hit $4.2B in ’13 (Net News Check)… Locaid Bolsters Location Service With IP Address Data (GigaOm)…
All Geotargeting Methods Are Not Created Equal
The social-mobile-local movement will most certainly drive even stronger interest in and use of geotargeting. But with all the options available, what factors dictate when marketers should use one method over another? It depends on what message they want to convey to whom and when, along with how much contact and engagement they want with the consumer…
Billions in Local Ad Dollars Surge to Online — But Just a Trickle to News
We hear a lot about the surging growth of local online ad revenue, and, to be sure, the numbers are growing fast — to $16.4 billion in 2011 (up 18% annually) and $19.90 billion projected for 2012 (up 22.2%), according to Borrell Associated. But very little of that revenue is flowing to “pure-play” news hyperlocals…
Street Fight Daily: ‘Local Consumer,’ Curley Leaves Las Vegas Sun
A roundup of today’s big stories in hyperlocal content, commerce, and technology...
After Strong Quarter, Groupon Starts Looking Like a Deal Again (AllThingsD)…
Rob Curley Leaves Las Vegas Sun (Poynter)…
Understand the ‘Local Consumer,’ and You’ll Understand How to Serve SMBs (VentureBeat)…
Street Fight Daily: SEC Probes Groupon, Manta Raises $44M
A roundup of today’s big stories in hyperlocal media, technology, advertising and startups...
SEC Probes Groupon (Wall Street Journal)…
Borrell: Local Online Advertising to Grow 21% (NetNewsCheck)…
Online Community For Small Businesses Manta Raises $44M (TechCrunch)…
Conference Notebook: Online Local Market Share to Hit 22% in 2013
After a decade of upheaval, local online advertising revenue is set to exceed local newspaper dollars in 2013. Speaking to a crowd at the Local Online Advertising Conference in New York Wednesday, Gordon Borrell, CEO of Borrell Associates, said that local online advertising’s market share is set to increase to 22% in 2013, exceeding local newspapers revenue by two points.
Street Fight Daily: Yelp Integration With Siri, Groupon Now Lags
A roundup of today’s big stories in hyperlocal media, technology, advertising and startups...
Deeper Yelp Integration with Siri Gives Site More Visibility (ScreenWerk)…
GrouponNow Lags, But Other Products Gain Speed (Crain’s Chicago Business)…
Online, Offline Data Ad Platforms Emerge (Mediapost)…
Report: Pureplays Using Legacy Media as a Farm System for Sales Staff
Local media companies need to do something to protect their digital sales assets or run the risk of losing them to pureplay web companies, according to a new report from Borrell Associates. Pureplays offer starting salaries in the range of $12,500 per year more than their nearest competitors, the local TV stations. The gap between starting pureplay sales people and those who work for newspapers is an incredible $21,000 more…