Borrell Releases Online Media Revenue Survey
April 4, 2012 at 3:56 AM (PT)
BORRELL ASSOCIATES has released their annual "Benchmarking Online Media: 2011 Revenue Survey."
The survey finds that local online advertising hit another springboard in 2011, jumping nearly 21% after three years of relatively pallid growth. Wrote BORRELL, "We're anticipating 21.3% growth this year, to nearly $20 billion. The prediction is borne out by the budgets reported by media companies we surveyed. Some are anticipating 30% to as much as 50% more in digital sales this year. Others are forecasting increases in the low single digits."
If the digital growth spurt continues through 2013, online media will hold the largest share of local advertising, toppling newspapers for the first time in history, found BORRELL.
As BORRELL reviewed digital ad revenues from more than 5,700 companies for this report, "we noticed that all legacy media companies now have a finger in the digital pie. Even local cable systems have awakened to the opportunity, capitalizing on heavily trafficked websites where their ISP customers come to check their email or manage their accounts. Radio stations streamed more audio advertising, TV stations sold more video pre-roll spots, newspapers dove deep into coupons and deals, and yellow pages created vast networks of alliances enabling them to go beyond selling enhanced listings on online directories."
Who’s winning? BORRELL said, "it’s clearly companies that are offering commerce-related content -- or more specifically, companies that are more interested in finding consumers who are ready to buy something. Of the top-15 companies making money from local online advertising last year, all but three had a commerce-centric focus."