According to a recent report from Borrell Associates, overall ad spending in 2011 will grow by less than 5% but local online ad spending will grow by 18% in 2011.
They further go on to explain where the growth is coming from:
It’s clear that ad dollars continue to move from the old media to the new and now it’s time for local banner ads to have their day. When your retailers start to use local banner ads the key to success isn’t what the banner ad looks like or even how it performs, the key to success is the landing page and how it performs. That’s why if you have an online ad builder it’s not good enough to allow your retailers to build an effective banner ad, you also have to build, host, maintain and monitor the landing page. The landing page is where the brand message gets delivered and the cash register rings.