The Almighty Local Dollar — Greg Sterling

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Local Overview Greg Sterling Sterling Market Intelligence/Opus Research

Local Ad Market: North of $90B Source: IAB, various media sources

‘ Plumbers & Pizza’ not the Whole Story “ Local search” has historically been associated with SMB advertising (e.g., plumbers and pizza)

Politics and Brands Are Local ,[object Object],[object Object],[object Object]

Majority of Transactions Offline ,[object Object],[object Object],Source: US Census Bureau, Q3 2008

Consumer Behavior the Real Story ,[object Object],[object Object],[object Object]

Internet the Top Research Tool ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Nielsen, May 2008

Online-Offline Shopping Growing Source: Jupiter Research, ShopLocal (2008)

Marketers: GeoTargeting Delivers Best ROI Source: MarketingSherpa survey, 2008

Local: National Advertiser Challenges Multiple mentions permitted Base: National Advertisers using geotargeting (n=132)

SMBs: ‘Main Reason’ for No Online Mtkg Source: Opus Research, AllBusiness.com August, 2008, n=615 US small businesses Indicate the main reason your business does no online marketing

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