Transcript February 25, 2012 - emarketer_slides_from_020912

Local Online
Advertising:
Digital Trends,
Challenges and
Opportunities
For more information on this subject, see the related report at
http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2000854
©2011 eMarketer Inc.
National brands are looking to extend
their local presence online
©2011 eMarketer Inc.
As a result, online continues to increase
its share of US local ad spending
©2011 eMarketer Inc.
Ad dollars will follow consumer interest
in select online resources
For quick, relevant local information, consumers
are turning to:
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Local search
Mobile devices
Hyperlocal communities
Daily deals and other discount sources
“Local advertising—whether it’s online or offline—is community-specific.
It’s not a place where a brand means a whole lot. It’s a place where
relationships mean a lot, and relevance is what it’s about. Whether it’s a
small or a big brand, it’s a winner-takes-all advertising environment.”
—Heath Clarke, CEO of Local.com, in an interview with eMarketer,
October 26, 2011
©2011 eMarketer Inc.
Hyperlocal ads connect brands at the
community and neighborhood levels
©2011 eMarketer Inc.
Key Takeaways:
Local Online Advertising
 Reinforce brand presence locally where
expectations for immediacy and relevancy
supersede branding. Consumers use local search
for quick access to local businesses as well as community
news and information. Here, the first and most relevant
brand to capture their attention will win.
 Local search, mobile devices, daily deals and
hyperlocal communities will drive
consumers—and ad dollars—to local online.
As consumers turn to these local information sources en
masse, local online advertising will be there to meet them.
©2011 eMarketer Inc.