Inergize Digital adds Seek It Local, a new local search directory service for radio and television broadcasters seeking to beef up their digital inventory for advertisers and consumers. Getting into the local search business can be a critical move for broadcasters seeking to offset challenges to their traditional revenue streams. Broadcasters have natural advantages in their local markets, including strong brands, content and locally deployed sales forces.
BIA/Kelsey Group projects the interactive share of local ad spending will more than double from 9 percent in 2008 to 22.2 percent in 2013. We see the interactive segment (encompassing mobile, Internet Yellow Pages, local search, online verticals and classifieds, voice search, e-mail marketing and other interactive revenues generated by traditional media players) growing from $14 billion in 2008 to $32.1 billion in 2013 (at a CAGR of 18 percent), while the traditional segment (encompassing newspapers, direct mail, television, radio, print Yellow Pages, out of home (non-digital), cable television and magazines) will decrease from $141.3 billion in 2008 to $112.4 billion in 2013 (CAGR of -4.5 percent).