Locally-Sold Targeted Banner Ads Forecast to Double

Locally-sold targeted banner advertising is forecast to double next year, from $1.5 billion to $3.1 billion, according to [download page] a November report from Borrell Associates. Data from “Budgeting for 2012: Local Online Advertising Forecasts and Key Growth Opportunities” indicates that targeted display advertising will hold a 16.7% share of the local online ad market in 2012, up from 9.6% this year. Meanwhile, locally-sold streaming audio commercials are forecast to rise 129% from $264 million this year to $594 in 2012. According to Borrell insight, this growth will be attributable to the greater sophistication of placement and tracking software by radio stations and the entry of Pandora into the local ad-sales space. (more…)