As I said before Palore’s crawling is revealing some very interesting local datapoints. The latest is a snapshot of ad sales penetration for US IYP sites in the attorneys category (the leading revenue category in the print directory according the last data I saw).
New York
Los Angeles
What I take away from these slides is that penetration is less than 40% of the potential market and especially low in LA. These charts, if I understand them correctly, are comparing the percentage of paid advertisers to the entire database of attorneys on the directory in that city.
Thus there’s considerable opportunity to increase ad sales, especially for the online-only “agency” SEM products the IYPs are promoting. These data also show the independents such as Yodle, ReachLocal, Weblistic, Orange Soda, et al. where sales opportunities may exist.
While yellow pages has more SMB advertisers than any other single medium (3-3.2 million) it’s still a minority of all US SMBs (pick your number: 15 million, 20 million)
May 29, 2008 at 8:50 am |
Greg, thanks for sharing this data. It’s interesting to note that the IYP’s still seem to have the largest number of local online advertisers by far. While this is a well known fact, we were still surprised by how local and vertical sites that have a much larger audience (in terms of monthly uniques) have so much less advertisers online (we’ve been examining dozens of leading local and vertical sites in various verticals).
June 2, 2008 at 4:41 am |
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