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 © 2026 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
Jak Knife on Turning Collaboration and Consistency Into a Billion Views
What started as a private experiment between two curious lovers has grown into one of the most-watched creator catalogs on Pornhub. Today, with more than a billion views and counting, Jak Knife ranks among the top 20 performers on the site. It’s a milestone he reached not through overnight virality or manufactured hype, but through consistency, collaboration—and a willingness to make it weird.
Alex Feynerol Discusses Svakom's Male-Focused Brand, Kaotik Labs
Over the past 13 years, Svakom has built its brand on sensuality and emotional intimacy, focusing on elegant design, wellness-oriented messaging and accessible pricing for vibrators and couples’ products — what the company often describes as “affordable luxury.” Recently, however, the company has had to adjust its traditional marketing tactics to fit one particular category steadily gaining prominence: male masturbators.
Pornnhub's Jade Talks Trust and Community
If you’ve ever interacted with Jade at Pornhub, you already know one thing to be true: Whether you’re coordinating an event, confirming deliverables or simply trying to get an answer quickly, things move more smoothly when she’s involved. Emails get answered. Details are confirmed. Deadlines don’t drift. And through it all, her tone remains warm, friendly and grounded.
Why Midlife Men Are the Next Big Bet in Sexual Wellness
The recent shift toward supporting pleasure for perimenopausal and menopausal women — a topic once treated as taboo — has clearly been a major breakthrough for the sexual wellness industry. However, there is an equally important yet often neglected market to consider: midlife men.
Outlook 2026: Industry Execs Weigh In on Strategy, Monetization and Risk
The adult industry enters 2026 at a moment of concentrated change. Over the past year, the sector’s evolution has accelerated. Creators have become full-scale businesses, managing branding, compliance, distribution and community under intensifying competition. Studios and platforms are refining production and business models in response to pressures ranging from regulatory mandates to shifting consumer preferences.
Retailer Tips for Building Customer Trust, Loyalty
Want to increase customer traffic and deepen engagement in 2026? Then it’s time to look beyond quick wins and start building true loyalty.
How Platforms Can Tap AI to Moderate Content at Scale
Every day, billions of posts, images and videos are uploaded to platforms like Facebook, Instagram, TikTok and X. As social media has grown, so has the amount of content that must be reviewed — including hate speech, misinformation, deepfakes, violent material and coordinated manipulation campaigns.
How AI-Powered Loss Prevention Can Help Your Store
Years ago, I was deeply involved in upgrading the security camera system at a store in Hawaii. The process took several months. We provided store diagrams, mapped out camera lines of sight, waited for quotes, then coordinated with a contractor to install everything. It cost thousands — and by the time I left that position, the system still wasn’t fully operational.
What DSA and GDPR Enforcement Means for Adult Platforms
Adult platforms have never been more visible to regulators than they are right now. For years, the industry operated in a gray zone: enormous traffic, massive data volume and minimal oversight. Those days are over.
5 Product Trends Retail Buyers Should Bet On in 2026
In 2026, expect consumers to prioritize one thing above all else: comfort.
