Radical Changes in Local Advertising 2016; Corey elliott and jim brown dp
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Transcript of Radical Changes in Local Advertising 2016; Corey elliott and jim brown dp
Tomorrow’s Media, Understood Today
www.BorrellAssociates.com
Radical Changes in Local Advertising
2016Jim Brown – VP of Sales & Marketing, Borrell Associates
Corey Elliott – VP of Research, Borrell Associates
05/03/2023 © Borrell Inc., 2016. All rights reserved 2
By 2020, digital is likely to account for nearly 2/3
of local ad spending.
In 2016, digital media will account for half of
all local advertising.
© Borrell Inc., 2016. All rights reserved
First Perspective Changer: Dominance of Digital
05/03/2023 © Borrell Inc., 2016. All rights reserved 3
Newspapers
Television
Radio
Direct Mail
Yellow PagesMagazinesOutdoor
Digital Media
42%
63%
16%
© B
orre
ll In
c., 2
016.
All
right
s res
erve
d
First Perspective Changer: Dominance of Digital
05/03/2023 4
Millions
$151 Billion
$395 Billion
1.7x
2.6x$197 Billion
$113 Billion
© Borrell Inc., 2016. All rights reserved
Source: Borrell Associates Inc.
Second Perspective Changer:Prominence of Promotion
05/03/2023© Borrell Inc., 2016. All rights reserved
5
Third Perspective Changer:Development of Digital Services
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020$0.000
$100,000.000
$200,000.000
$300,000.000
$400,000.000
$500,000.000
$600,000.000
$700,000.000
$800,000.000
$900,000.000
Digital Services - TOTAL
Online Consulting & Research
Online Ad Production
Online Marketing Support
Online Public Relations
Web Presence
05/03/2023 6
© Borrell Inc., 2016. All rights reserved
Web Presence
• Web Hosting• Web Design• Online
Advertising Mgmt
• Mobile Media Mgmt
• Social Media Mgmt
Online PR
• Email Mgmt• PR Dist• Reputation
Mgmt• Opt-in List
Mgmt
Online Marketing
• SEO• Blog Dev• Site Visitor
Analytics• Email List
Purchase• Listings
Claiming
Online Ad Production
• Online Exchange Fees
• Display Ad Design
• App Design• Online Contest
Development• Online Video
Production
Online Consulting & Research
• Research
Digital Services
Third Perspective Changer:Development of Digital Services
05/03/2023© Borrell Inc., 2016. All rights reserved
7
Fourth Perspective Changer:Long Tail of “Little”
= approx. 1000 companies with over 1000 emps each
05/03/2023© Borrell Inc., 2016. All rights reserved
8
Fourth Perspective Changer:Long Tail of “Little”
= approx. 1000 companies with over 100-1000 emps each
05/03/2023© Borrell Inc., 2016. All rights reserved
9
Fourth Perspective Changer:Long Tail of “Little”
05/03/2023© Borrell Inc., 2016. All rights reserved
10
Fourth Perspective Changer:Long Tail of “Little”
05/03/2023© Borrell Inc., 2016. All rights reserved
11
X16
05/03/2023© Borrell Inc., 2016. All rights reserved
12
Perspective Changers
1.Dominance of Digital2.Prominence of Promotion3.Development of Digital Services4.Long Tail of “Little”
Tomorrow’s Media, Understood Today
www.BorrellAssociates.com
Thank youJim Brown – VP of Sales & Marketing, Borrell Associates
Corey Elliott – VP of Research, Borrell Associates