How can I estimate the size of the local online display advertising market?
I work in local online advertising, and would like to figure out the size of this market in the Seattle region. Does anyone have any suggestions on how to go about making an estimate, or know of any resources that would be helpful?
Location specific: Greater Seattle Area
Good Answers (1)
Paul B
President at Clicksharp Marketing
Best Answers in: Direct Marketing (1), Internet Marketing (1), Business Development (1), Lead Generation (1), Positioning (1), Blogging (1), E-Commerce (1), Web Development (1)
eMarketer is usually an excellent resource, though I've never seen them break out data by geographic region -- at least not within their free-to-the-public data. However, a quick search indicates they have a lot of up-to-date info, and if it doesn't show you the Seattle region, you could always take US Census Bureau data for the Seattle/Tacoma region, and index it to the population/market size ratios from other markets where you DO have data.
Let's say that in the NYC metro area, the market is worth $1 billion. You can go to the Census Bureau data, find NYC and Seattle metro area population counts, and that's a pretty good rough metric.
Links:
More Answers (3)
James R
Senior Marketing Manager at Marketing Manager Business Link at Exemplas Group
Could you use Google's adwords tools?
I would build a test ad and place in the relevant geographical area to display on partner sites then look to see what the page impressions were.
If your ad was for something popular like 'insurance' and you could build a simple landing page that pointed to, say, Wikipedia, then you should get some good guide numbers.
And if your dialy click budget was low, it shouldn't waste too much money?
You may also get this type of information from Scarborough Research as well..
Greg Bohrer
Have you looked at the tools that come with your website hosting software? Usually you can run reports that will tell you the number of hits, including the number of unique visits, that your site gets per day, month, or week. You should also be able to view the next place they go to when they leave your site, or to track "click throughs" for any given ad.
