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Kelsey ILM Coverage: Tidbits from the Analyst Overview
By Libby Waldo | November 28, 2007
During this session Kelsey analysts Neal Polacheck, Matt Booth, and Peter Krasilovsky spoke about their recent 3 week excursion around the world with a “simple” mission of answering a couple key questions regarding online local advertising. Some of these lingering questions included:
- What is Google doing with local?Is Yahoo! back on track?
- Portals, friend or foe?
- Can YP publishers integrate?
- Is mobile here?
They visited a number of different countries, from Australia to Latvia and their findings are quite interesting. For example, by 2011 they are predicting $134B will be spent on YP, Internet and Classified advertising. And yes, mobile is starting to emerge. For example, in Israel people are 110% mobile – there is a large number of people who have greater than 1 mobile phone/person. And there were some interesting Internet usage stats. By 2010 they are estimating that people will, on average, see 43 Web pages/day. As they put it, more people are searching more/day.
One key takeaway was the look at who is getting the local advertisers online. The breakout is as follows:
- 89% come through YP sales
- 8% come through resellers
- 3% come directly through the search engines.
And these numbers make sense. Those who already have the relationships with local advertisers (YP Sales Reps) should naturally be the ones helping get those advertisers online. It will be interesting over the next few years to see how this stat shifts.
Topics: The Kelsey Group, Local Advertisers, Events, Data, Local Search |
December 9th, 2007 at 6:59 pm
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