Industry Paper Releases

Local Advertising Hits a Tipping Point

This 49-page report includes 20 charts and tables, an appendix listing local digital ad-spending estimates by each format (banners, email, paid search, etc.) for 513 U.S. markets, and a full list of survey questions. The analysis in this report encompasses responses from 7,228 advertisers surveyed between January 20 and May 1, 2015 and reports on their spending and projected spending across all media types, including plans for social media and use of mobile. Our survey indicates an acceleration in upward and downward trends for media buying. More have told us they’re planning to increase digital budgets than we saw in our 2011 and 2013 surveys, and more have told us they’re planning to abandon traditional media. This report also comes with access to a 45-minute webinar with the author and lead analysts reviewing the report’s findings and answering questions.

2015 to 2020 Local Programmatic Advertising

This 21-page report offers a primer on programmatic advertising, details the flow of advertising dollars at the local level, and examines things at the local operations level. It points to continued strong growth as local publishers, once skeptical of the commoditization of advertising inventory, seem to have begun cautiously warming up the programmatic monster. The report offers 12 charts and graphs. The report includes conclusions which provide recommendations for local media who are transitioning or currently managing programmatic networks. This report also comes with access to a 45-minute webinar with the authors and lead analysts reviewing the report’s finding and answer attendee questions.

Borrell Client Memo Bracing for Beacons: Why They Matter (a lot)

If you attended our conference in New York last month, you got a dose of what beacons may offer to local media. This memo expands on that topic. We’re issuing the memo because we think in-store beacons will eventually become ubiquitous and, combined with smart phones, are likely to thrust local marketing into yet another revolution. Hence, it’s a good time to read up on this topic.

2015 Outlook Real Estate Advertising

This 36-page report the trends, from big-picture economics affecting the housing market to drill-downs of how real estate advertisers are quickly adapting to video formats to market not only homes, but also themselves. The report offers 26 charts and graphs in the main report and dozens more in the appendix. It furnishes breakouts on ad spending by agents & brokers, rental property managers, developers, and mortgage providers. The appendix offer detail from our Real Estate LA$R™ (Local Ad $pending Report), with projections to 2019. The report includes conclusions which includes three predictions on how advertisers will be spending in. This report also comes with access to a 45-minute webinar with the author and lead analysts reviewing the report’s finding and answering questions

2015 Outlook Local Digital Advertising - Has the Train Left the Station?

This 24-page report includes 9 charts and graphs. The 10-page appendix includes the 2015 digital advertising forecast for every DMR by format. In this report we examine digital advertising and separate that into four basic formats: display, streaming, email and paid search. Display is further broken out into targeted and static display/ROS, and streaming is broken out between video and audio-only commercials It examines the companies that are apparently doing the best at morphing, and looks at where all the growth is. Several companies are making hundreds of millions of digital revenue, but have essentially stopped growing. Others are morphing from traditional media companies into digital-media companies, now getting the majority of their ad revenues from online advertising.

Assessing Local Digital Sales Forces: 2015 Update

This 32-page report includes 13 charts and graphs from our October-November 2014 survey of 322 local ad-sales managers. It details the results of their responses to questions regarding how many online-only staffers they employ, how much they’re paid and how much revenue they generate. The report’s appendices include 100 open-ended responses regarding commission sales structure the base wage of advertising sales reps for all U.S. markets. This is our fourth time completing this survey and while the industry is still evenly divided on whether to hire digital-only account reps, those who do seem to be hiring more and are making a lot more digital revenue. The report is a wealth of information for anyone attempting to manage digital sales forces.