Local ad market opportunity size Borrell Associates $7.7 billion

http://www.medialifemagazine.com/artman/publish/article_7930.asp

Borrell Associates, which tracks online ad spending,
forecasts 21.8 percent local growth this year to $5.9
billion. It is forecasting 31.6 percent growth in 2007, to
$7.7 billion in local online ad spending. And even then it
will only be just past the halfway point, accounting for
roughly 30 percent all online advertising. It will still
have another 20 percent to grow to reach its proper share of
the 50/50 local/national ratio of offline media.
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Media planners and buyers, responding to a recent poll by
Media Life, echoed this thinking. When asked what the most
appealing thing is about local online advertising, the
largest share--some 48 percent--agreed with this statement:
“Tight targeting. It allows me to find the audience I’m
after.” The second-largest share, 17.4 percent, agreed with
the statement: “Accountability. I like to see what I’m
getting for my money, and local web advertising delivers.”
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