Local online advertising is going up. It’s also up for grabs.
The battle has been fierce, and it is getting worse.
A report by Borrell Associates estimates that local advertising will increase to $132 billion in 2016.
Digital spending will make up about half of the total, followed by newspapers at 10 percent and TV stations at 9 percent, the report says.
Among digital advertising expenditures, targeted display ads will consume 70 percent of the total.
The idea of using local SEO tactics to promote a local Web site makes perfect sense on the surface, but putting it into practice can be incredibly difficult.
Google and Bing may get 10,000 national searches a month on “early American antique dealers,” but they may get only 10 searches a month for “Nashville early American antique dealers.”
Naturally, the smaller the local market, the more likely the total searches will be small to nonexistent. Even worse, sponsorsing those keywords will become very expensive.
Even if there are some regular monthly searches on a particular keyword or phrase, it may not be enough to chase after them with organic search engine optimization (SEO) or paid search engine marketing (SEM).
The value of the lead may determine if it is worth it. (more…)
Local businesses will find numerous free ways to advertise online. How well they work depends on the audience size, the effectiveness of the free ad and other factors.
A review of five major sites that offer free advertising shows that they have several features in common — free basic contact information, a business description and at least one photo.
But some offer the ability to provide much more information and capabilities than others. (more…)
Do they generate clicks, sales, signups, social follows, return visits or other measures of success? Does the result more than pay for the cost in labor and cash?
Some types are more effective than others, but their effectiveness also depends on other factors such as the quality of the ad, the audience target, using the right distribution channel or the product or service, etc. (more…)
Media executives believe that they need to throw major resources into video on their local TV and newspaper sites.
They cite studies such as one from Pew Internet and American Life Project, which says that moe than half of all adult Web users have viewed video on sites like YouTube, Facebook and Google+.
Unfortunately, local video draws relatively few eyeballs, no matter how much it is promoted. (more…)
The retail sector will lead the way in the U.S. in spending advertising money online in 2013, according to a new report from eMarketer.
Total digital ad spending will rise 14 percent this year after increasing 15 percent in 2012 and nearly 22 percent in 2011.
Out of that total, retail will spend the most at 22 percent of total digital ad expenditures.
“Nearly two-thirds of this retail spending will focus on direct response formats, such as search, mobile messaging, classifieds and directories, or lead generation,” eMarketer says. (more…)
If they already sell traditional media — TV, magazines, newspapers, radio, cable and outdoor — they have an even greater advantage because they have existing relationships within the market.
They know their clients, their budgets, their needs and more.