Local Online Advertising Sales Forecast to Grow 17% in 2011 According to Borrell Associates

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In a market-by-market forecast for ad spending in 2011, Borrell Associates predicts strong growth for online advertising, including mobile, and a moderate increase in overall ad spending. Overall, Borrell forecasts that advertisers will increase their spending next year by less than 5 percent above 2010 levels, bringing U.S. ad spending totals to $238.6 billion.

2011 Online Advertising Spending Forecast

Total online ad spending will grow almost 14 percent, from $45.6 billion, in 2010, to $51.9 billion, in 2011.

In a market-by-market forecast for ad spending in 2011, Borrell Associates predicts strong growth for online advertising, including mobile, and a moderate increase in overall ad spending. Overall, Borrell forecasts that advertisers will increase their spending next year by less than 5 percent above 2010 levels, bringing U.S. ad spending totals to $238.6 billion.

Total online ad spending will grow almost 14 percent, from $45.6 billion, in 2010, to $51.9 billion, in 2011, while local online ad spending is expected to grow nearly 18%, from $13.7 billion, this year, to $16.1 billion, next year. The fastest-growing segments of online advertising are the local sector, anything targeted, and everything involving social media.

Because Internet usage and the adoption rates by local smaller businesses are uneven, not all U.S. markets will enjoy the same growth rates over 2010. Borrell has identified three markets as having the top growth rates for local online advertising, all at 22% or more:
1.    Monroe, LA – El Dorado, AR
2.    Albany – Schenectady, NY
3.    Des Moines – Ames, IA

The slowest-growth markets, which will see increases of less than 14%, are:
1.    Lafayette, IN
2.    Fairbanks, AK
3.    Ft. Smith – Fayetteville – Springdale – Rogers, AR

The full forecast memo, including market-by-market online ad spending forecasts for 2011, can be found at http://www.borrellassociates.com.

About Borrell Associates:
Borrell Associates is the pre-eminent provider of local advertising research, data, strategic analysis and sales training in North America. The company provides detailed market advertising reports for more than 1,000 local interactive and traditional media companies, including local online ad spending, and customized reports for any U.S., Canadian or U.K. market. For more information on Borrell’s services or the conference, visit http://www.borrellassociates.com or call 757-221-6641.

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