Razorfish Outlook: Local Thoughts

Digital agency Razorfish just put out its 2010 global outlook report. Among a broad range of other topics, there was some interesting discussion of local (and mobile) in the document. Here are some largely verbatim excerpts:

We expect more money to go to mobile, particularly in local search. We are watching Google and Apple closely in the mobile space, and intend to test new ad platforms and measurement systems as they come online. 2010 will likely turn out to be the year of testing before mobile really takes off in 2011.

Will local online benefit from the “death of newspapers”?

With the “death” of newspapers, and a rise in location-based technologies, many are curious to see if advertisers will move more of their budgets to local online. Approximately one-third of our clients ask us to run local ads. For most clients these are small percentages of their outlays — they still use digital as a targeted mass media. Local mobile spending is still very small, and was tested by only a few of our clients. Interestingly, although the number of clients participating in local display and local search activities was about equal, local display spending was twice as large as local search spending. This may be due to there being more inventory available in local display, and at lower prices than search, rather than a preference for one or the other. We expect to see this change in the next year as newspapers continue to decline in circulation, the iPad and other devices like it bring newspapers back to life but in digital formats, and smartphone usage increases local search . . .

(emphasis added.)

Gaming, brands and LBS

As gaming and social intertwine with location based services, the opportunity for brands to be relevant and meaningful parts of the interaction are growing. We expect to see growth in this category not only from brands focused on entertainment, but truly all brands who have a product or service that can be an integral part of a gaming, social, or local experience.

As these predictions make clear, 2010 will be about much more than a few hot platforms. While things like mobile and social are expected to make headlines, there are a number of other developments that will grab the attention of marketers and agencies alike. From infrastructure plays like ad verification systems to local online advertising, 2010 is shaping up as a year in which change in online media will make itself felt both in front of and behind the scenes.

While this is educated speculation to some degree it also reflects the perspective of an agency managing client budgets with knowledge of where ad spending is going.


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