Jupiter: $8.9 Billion in Local Ads by 2012

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 🙂

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