AR&D Reinventing Local Media

How about some good news for a change? The Interactive Advertising Bureau says that online ad spending grew 11% in Q3 compared to the same quarter of 2007. That's nearly six billion bucks being spent online now. How much is that? It represents the second highest quarter since 2000, according to Editor & Publisher.

Quarterly $ Revenue Growth Comparison – 2000-2008 YTD

Source: PwC/IAB Internet Advertising Revenue Report

Now, that's not the same rocketing growth we've been seeing, but given the economic climate we're in, that's not bad. And the forecast is still for significant growth in online spending next year. Why is Internet advertising holding up while TV and newspaper ads are falling through the floor? For one, advertisers can see the direct results of online advertising's performance. Online advertising gives better metrics, especially when you use ad reporting software that gives smart results.

Advertisers are getting smarter about where their money is going. Local media outlets need to get on top of this and be able to deliver ads that are efficient and are more about the advertisers' needs than the TV station's brand.