I’ve written up the recently released Jupiter local online advertising forecast at SEL and compared it with some of the other forecasts in the market. Below is a quick summary at the highest level.
Some of these include locally targeted display, video and classifieds and some do not (all US only):
- Piper Jaffray 2006 local revenues: $4.6 billion ($989 million attributable to paid search); longer term market potential: $25.9 billion
- JupiterResearch 2007 revenues: $4.9 billion; $8.9 billion by 2011 (search is $2.5 billion in 2012)
- Kelsey Group local (search and IYP) forecast: $4.9 billion by 2011 (new forecast coming)
- Borrell Associates: $8.5 billion in 2007, $12.6 Billion in 2008
- Veronis Shuler Stevenson: $8.4 billion in 2007 and $19.2 billion in 2011 ($6 billion is local search and IYP)
- eMarketer: $2.9 billion in 2007; $7.8 billion in 2011
My advice on how to deal with all these numbers: take the most aggressive forecast and use it for external presentations and the most conservative one for internal business planning 🙂
Screenwerk 