Display Spending Boosted for Local Sites

Deutsche Bank conducted a survey of 87 media executives in conjunction with MediaPost about their clients' third-quarter media spending. The survey indicated that some display ad budgets are shifting more dollars to locally targeted online media:

Media buyers and planners reported spending 18 percent of their clients' online display ad budgets on local media, including Web sites of local TV stations, radio stations, and newspapers. In the first two quarters, executives said they spent just 13 percent of display budgets at local sites.

In terms of the distribution of the spending, here's how it went:

Among the portals, the largest share of display spending — 12 percent — went to Yahoo!, while MSN captured 8 percent and AOL accounted for 5 percent. Targeted content sites garnered 34 percent of online display ad dollars. Google again captured the bulk of paid search spending, accounting for 51 percent of respondents' search budgets. Yahoo! Search Marketing — formerly Overture — accounted for 29 percent, while MSN took in 6 percent.