Two reports released today by Adquants provide illuminating insights in to the local advertising ecosystem. Not surprisingly, the largest participants are resellers — accounting for up to 30% of the local advertising.
But, more fascinating is that more than 70% of local advertising campaigns are NOT being managed by large players. This means the local businesses are managing these campaigns themselves or these campaigns are being managed by a long tail of smaller players doing it for them.
For these large players, their biggest competition may not be the other large players or even the even bigger players where they buy the traffic. Instead, they probably need to be looking over their shoulders at the increasing number of Do It Yourselfers and a growing number of small businesses in the business of helping small businesses market themselves in the digital domain.
via Greg Sterling.
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