Stage Set for Local Display and Search
Local display and search advertising has found life on the Internet and forecasts predict that growth in these segments will outpace that of the online advertising market as a whole. As a result the stage may be set for increased competition that spans well beyond a local market, according to a Jupiter Research study.
The US Local Online Advertising Forecast, 2007 to 2012 report predicts local advertising will increase at a 13 percent compound annual growth rate from 2007 to 2012, faster than online advertising as a whole, for which a 12 percent growth rate is anticipated during the same period. But it will be local display and search advertising that are poised to make the biggest impact.
With compound annual growth rates of 18 percent and 16 percent respectively during the next five years, the categories will gain lift from an ongoing strategic push by newspaper and yellow pages publishers as well as improved local performance by the major search engines. While this trend represents a shift from old media to new media, it in no way suggests tactics of the past are becoming extinct.
"Traditional media will continue to play an important role in the local market. But it's essential for advertisers to transition their customers to these new media before their competitors do," explained Barry Paar, Media Analyst for JupiterResearch. "However, the ability to assemble large audiences in the local market will remain a principal advantage of traditional media."
As search engines, local sites, and local businesses continue to improve their use of simple search engine optimization techniques, the use of search to find businesses and services in the local market will continue to grow.
Because the local online market is fragmented and depends on search engines for traffic, local media must learn to work in an environment increasingly dominated by the search bar and prepare for an eventual face-off with national competitors.
During the next five years, JupiterResearch believes local advertisers will become increasingly aware of online advertising as an option, have more opportunities, and gain access to improved tools for creating and managing their online marketing.
"At this point, most local advertisers are not marketers and do not have the time or resources to manage, let alone optimize, online advertising campaigns," said David Schatsky, President of JupiterResearch. "Although search is increasing its impact on the local market, it still demands a degree of sophistication unavailable to most local advertisers."
Jupiter Research reports vary in length. Vision Reports are usually around 20 to 25 pages long; Concept Reports are usually around five pages long; JupiterResearch Takes are short concept reports (less than three pages) that are a timely analysis of important industry news. Learn more about Jupiter Reports products and services.
We all know knowledge is power – arm yourself!
Related Additional Reading
Seven Steps to Local Search Dominance
Click here to mail me for sensible processing options to boost your bottom line and opportunities for branding and marketing exposure.
Click Here for Additional Help Starting or Improving Your Online Business
Local Advertising Key Web Battleground
Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.
More Articles
How to Handle Payment Disputes Without Sacrificing Trust
You can run the best-managed and most compliant website out there, but that still doesn’t completely shield you from the risks tied to payment disputes. Buyer’s remorse, an unclear billing description or even a simple misunderstanding can lead a customer to dispute a transaction. Accumulate enough disputes, and both your reputation and revenue could be at risk.
Tips for Supporting Male Shoppers Managing Stress and Performance Issues
When focusing on men’s sexual health, one crucial topic to discuss is how stress can impact men’s sexual well-being, and what can be done about it.
Sienna Day Talks Creator Life, Longevity and Loving the Work
When Sienna Day heard her name called onstage at the Euro XMAs in Amsterdam, the newly crowned 2025 MILF Creator of the Year froze — then floated.
Tips for Upgrading Retail Merchandising With AI
When an order from CalExotics arrived at one of our stores in Livermore, I wanted to help build the wall. After reorganizing it, I took a picture and asked ChatGPT what it thought of the wall. First, it noticed a gap in the top row and recommended adding a toy there or changing the spacing. Then it said, “I noticed there are some toys on the right that aren’t in boxes. You should take those down or put them in boxes.”
WIA Profile: Taylor Moore
With a 70-person team and a growing slate of tools for content creators, the Teasy Agency has developed a reputation for putting talent first. That commitment owes a lot to co-founder Taylor Moore’s own experiences as a cam model.
How to Get Shoppers in the Mood for Pleasure During the Holidays
Carolers may be singing about tidings of comfort and joy, but this time of year, the holiday rush, social fatigue and long to-do lists can leave many people feeling a bit short of both. Fortunately, consumers are now more willing to invest in self-care — and to expand their understanding of that category beyond cocoa and cozy blankets, to include sensual care and pleasure.
Falcon, NakedSword Deliver Cozy Chaos and Holiday Carnality in 'The Push It Inn'
What do the holidays mean to you? Kitschy decorations? Mariah Carey? Cheesy Christmas movies?
How Small Stocking Stuffers Lead to Big Holiday Success for Retailers
With the holiday rush fast approaching, here’s a tip for retailers aiming to be among this year’s big winners: Think small.
Practical Tips for Bountiful Holiday Streaming
As the weather gets chilly, people spend more time indoors and online. Add in the stress of the holidays, and you’ve got fans trawling through cam sites seeking escape and a dopamine rush. That makes November through January a definite “go time” for online creators.
Retail Pulse: How Ecommerce Brands Are Driving Clicks With Creative Marketing
Running an online store for adult products is a unique challenge. Ads get flagged. Payment processors label businesses as “high risk” and shut down merchant accounts with little warning. Yet despite these obstacles, entrepreneurs are creating thriving online communities, driving consistent traffic and helping sexual wellness brands find their audience.
