Komodo Online Marketing

Professional Web Development and Online Marketing

online advertising

Marchex and Idearc Media Announce Local Advertising Agreement

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Marchex, Inc., a local online advertising company and leading publisher of local content, and Idearc Media Corp., home to Superpages.com and publisher of the Verizon Yellow Pages, announced a local advertising distribution agreement under which Idearc Media will place its Superpages.com performance-based advertisers on Marchex’s network of Web sites through Enhance Interactive, Marchex’s advertising network.

Marchex’s local network attracts more than 25 million unique monthly users who rely on the company’s more than 150,000 local Web sites to get relevant and refine-able information about local businesses nationwide. Enhance Interactive provides additional distribution across local Web sites, online publishers, and leading search engines.

This sounds like a good partnership to me. Marchex offers phenomenal reach to potential customers. As long as local businesses have effective landing pages and overall good website usability, I can see the value in paying for advertising on their network. I’m hoping that’s what Idearc means by “performance-based advertisers.” 😉

JupiterResearch Reports Local Online Advertising Poised for Significant Growth

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Online local advertising is expected to grow substantially over the next five years, according to a recent report from JupiterResearch.

According to the US Local Online Advertising Forecast – 2007 to 2012, local advertising will increase by 13 percent from 2007 to 2012, faster than online advertising as a whole, of 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 (CAGRs) 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. (Business Wire)

As the local search space becomes less fragmented it will become easier for small businesses to reach an ever-growing number of consumers turning to the internet to find local businesses. A WebVisible and Nielsen//NetRatings survey released September 2007 found that search engines are now the number one source for consumers looking for local businesses. As this trend continues it will be critical for local businesses to have an optimized website and effective online ad campaigns to gain new customers.

Online ad spend to leapfrog radio and magzines by 2010

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AdAge is reporting that a new ZenithOptimedia forecast predicts total ad spend in North America to increase by only 4.1% next year, with global ad spend growing 6.7%. According to the forecast newspapers, magazines, and radio ad spend will decline over the next two years with TV ad spend remaining flat.

Online ad highlights from the AdAge article:

It’s only online, of course, that the media business looks both fun and easy. Worldwide internet ad spending will climb to $44.6 billion from about $36 billion, increasing its share of the market to 9.4% from 8.1%.

“We predict internet advertising to pass three milestones over the next three years,” ZenithOptimedia’s forecast said. “We expect it to overtake radio advertising in 2008; to attain a double-digit share of global advertising in 2009; and to overtake magazine advertising in 2010, with 11.5% of total ad spend.”

Other interesting ad spend topics covered in the AdAge article:

  • The quadrennial year: ad-boosting events such as the Olympics, a presidential election, and a European soccer championship all take place in the same year.
  • The writer’s strike and TV market share.
  • The shift in global ad spend from North America to markets “east of Eastern Europe.”

Data: Ad Outlays by Medium (pdf) provided by AdAge.