Tomorrow’s Media, Understood Today

www.BorrellAssociates.com

Radical Changes in Local Advertising

2016Jim Brown – VP of Sales & Marketing, Borrell Associates

Corey Elliott – VP of Research, Borrell Associates

05/03/2023 © Borrell Inc., 2016. All rights reserved 2

By 2020, digital is likely to account for nearly 2/3

of local ad spending.

In 2016, digital media will account for half of

all local advertising.

© Borrell Inc., 2016. All rights reserved

First Perspective Changer: Dominance of Digital

05/03/2023 © Borrell Inc., 2016. All rights reserved 3

Newspapers

Television

Radio

Direct Mail

Yellow PagesMagazinesOutdoor

Digital Media

42%

63%

16%

© B

orre

ll In

c., 2

016.

All

right

s res

erve

d

First Perspective Changer: Dominance of Digital

05/03/2023 4

Millions

$151 Billion

$395 Billion

1.7x

2.6x$197 Billion

$113 Billion

© Borrell Inc., 2016. All rights reserved

Source: Borrell Associates Inc.

Second Perspective Changer:Prominence of Promotion

05/03/2023© Borrell Inc., 2016. All rights reserved

5

Third Perspective Changer:Development of Digital Services

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020$0.000

$100,000.000

$200,000.000

$300,000.000

$400,000.000

$500,000.000

$600,000.000

$700,000.000

$800,000.000

$900,000.000

Digital Services - TOTAL

Online Consulting & Research

Online Ad Production

Online Marketing Support

Online Public Relations

Web Presence

05/03/2023 6

© Borrell Inc., 2016. All rights reserved

Web Presence

• Web Hosting• Web Design• Online

Advertising Mgmt

• Mobile Media Mgmt

• Social Media Mgmt

Online PR

• Email Mgmt• PR Dist• Reputation

Mgmt• Opt-in List

Mgmt

Online Marketing

• SEO• Blog Dev• Site Visitor

Analytics• Email List

Purchase• Listings

Claiming

Online Ad Production

• Online Exchange Fees

• Display Ad Design

• App Design• Online Contest

Development• Online Video

Production

Online Consulting & Research

• Research

Digital Services

Third Perspective Changer:Development of Digital Services

05/03/2023© Borrell Inc., 2016. All rights reserved

7

Fourth Perspective Changer:Long Tail of “Little”

= approx. 1000 companies with over 1000 emps each

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8

Fourth Perspective Changer:Long Tail of “Little”

= approx. 1000 companies with over 100-1000 emps each

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9

Fourth Perspective Changer:Long Tail of “Little”

05/03/2023© Borrell Inc., 2016. All rights reserved

10

Fourth Perspective Changer:Long Tail of “Little”

05/03/2023© Borrell Inc., 2016. All rights reserved

11

X16

05/03/2023© Borrell Inc., 2016. All rights reserved

12

Perspective Changers

1.Dominance of Digital2.Prominence of Promotion3.Development of Digital Services4.Long Tail of “Little”

Tomorrow’s Media, Understood Today

www.BorrellAssociates.com

Thank youJim Brown – VP of Sales & Marketing, Borrell Associates

Corey Elliott – VP of Research, Borrell Associates