Report: Portals Prepped for Local Ad Boom
According to a new report released by JupiterResearch, portals have everything they need to take advantage of an increase in local online advertising. The report, entitled, “Local Advertising: Blending Categories to Compete Effectively,” found that anywhere from 1/3 to ½ of local online yellow page searches occur after a user has visited an internet portal like Yahoo, Google, or MSN. According to local advertisers, printed yellow pages are the top generator of local leads, but online yellow pages are a quickly growing second.
“Portals are experimenting furiously in local media, driven by competition with each other,” said Jupiter analyst Barry Parr in a statement. “By mixing local classifieds, maps, news, reviews of local merchants, and yellow pages listings on one locally-oriented page, portals are moving in the direction of erasing the artificial distinctions between local advertising media that are embedded in a century or more of print media practices.”
Yahoo is currently leading the local online advertising race, and commands more market share than the next five services combined, which include Google and MSN Local. The study also finds that 2/3 of local advertisers only count ad clicks when measuring the effectiveness of local online ads, and less than 1/3 are measuring actual the leads generated.
The study examined yellow page, classifieds, local directory, and retail advertising markets, and advocates combining them into a single local online advertising market.
Article Sponsor
More News
Reader Comments.
No comments yet
Leave a Comment
Latest News
- Former AOL Exec Launches Online Film Site July 18th 2008
- Study: 75% of Companies To Boost Digital Ad Spend July 18th 2008
- Google, Microsoft Woes Ascend as Stock Plunges July 18th 2008
- WebTrends’s New Tool Tracks Video Engagement July 18th 2008
- Google Snags Contextual Ad Co. for $140M July 18th 2008
- Become.com Scores $8 Million July 18th 2008
- ValueClick Cuts Fiscal Outlook: Staff Next? July 17th 2008
- YouTube Goes to Hollywood July 17th 2008
Spotlight
Goodmail: Video-in-Email the Next GoldmineADOTAS EXCLUSIVE — Email marketing can be both effective and controversial. As a marketer, this is a great opportunity to [...] more...
Features
- Four Steps To Lead Generation Success: Parts 3, 4 July 18th 2008
- Market Mayhem July 17th 2008
- Why Your Digital Reputation Is Important July 16th 2008
- Goodmail: Video-in-Email the Next Goldmine July 15th 2008
- Can SMS Get McCain Elected? July 14th 2008
Reader Favorites
Classifieds
Most Commented
- Why Top Publishers Bash Ad Networks (7)
- Google Sucks: Why It Might Be a Good Thing (7)
- Serious Software Bugs Reported in iPhones (6)
- No Recession For Online Advertising, Promise (4)
- Raiders Of The Lost ROI (4)
- “Cheaper” iPhone Prompts Deceptive Pricing War (4)
- Peer39 Scores $8M, Unveils Semantic Ad Platform (4)
- Why CMOs Can’t Keep Their Jobs (3)
