Local Interactive Ad Growth to Slow, per Borrell
NEW YORK After growing at break-neck speed for the last few years, local interactive advertising, up 47 percent this year to $12.9 billion, is poised to grow only 8 percent in 2009 to $13.9 billion, according to a Borrell Associates report released Thursday.
Factoring in national interactive, the total interactive segment is forecast to moderate from 10.4 percent growth this year to 7.2 percent in ’09 for a total of $40.4 billion.
That’s still better than offline media, which Borrell forecasts will decline 2 percent next year.
Borrell attributed the slowdown in local interactive in part to the way newspaper and television outlets sell their online assets via combined ad packages.
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