Economics of Search Marketing: Addressing the Challenges of a Scalable Local Online Advertising Model
Economics of Search Marketing: Addressing the Challenges of a Scalable Local Online Advertising Model
Prepared by Borrell Associates for Clickable
This new research report explores the challenges and opportunities in the local search advertising industry. It includes:
- An overview of the search-advertising marketplace, which rose to $11.5 billion last year and is slated for continued growth as other media channels decline.
- A review of the key companies in local online advertising, from local advertisers, to search-engines like Google, search-advertising affiliates and resellers, and technology platform providers.
- An examination of key data that drive local advertising, including affiliate arrangements, customer churn, profitability, dollars devoted to actual keyword buys versus profit margins, and monthly advertiser spending levels.
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