The Economics of Local Search Advertising

Borrell Associates recently released new research that examines challenges and opportunities around the $5.3 billion local search advertising industry. The report, "Economics of Local Search Advertising," was underwritten by Clickable and is the basis for SEMPO’s August webinar.

Borrell delivered with an important insight: high customer dissatisfaction is driving high customer attrition, often around 60%. To address customer attrition and maximize profitability and growth, the report concluded that local advertising resellers must properly manage customer expectations around the purpose and value of search advertising, while delivering more meaningful ROI through better technology. We propose probing key themes from the research and surfacing practical strategies from frontline executives in the local search advertising industry. Core question: how to transform and grow a profitable and long-term local search advertising industry?

Please join the authors of this report for compelling conversation on Thursday, August 20, from 12:00 p.m. to 1:00 p.m. EDT. A free copy of the report will be made available to attendees during the presentation.