Borrell Associates Inc. released a report, "Outlook for 2007: Pac-Man Pace for Local Online Advertising," which predicts local online advertising will grow 31 percent in 2007.
The report includes analysis of the two fastest-growing segments: local paid search advertising and email advertising. Paid search, already a $938 million category locally, will swell to $1.8 billion in 2007.
Email ad spend is estimated at $150 million this year but will grow to $233 million in 2007, according to the report.
"Media companies that figure out how to use the web as a database marketing tool are going to out-survive their local competitors. Finding prospects with a laser instead of a light bulb takes a lot of corporate re-engineering, but companies that have made the investment are starting to see the returns," says Colby Atwood, president, Borrell Associates.
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