Home arrow News arrow Annual Local Search Volume Could Exceed 20 Billion Searches in 2006, Says The Kelsey Group
Annual Local Search Volume Could Exceed 20 Billion Searches in 2006, Says The Kelsey Group
The Kelsey Group - November 15, 2005
 
Annual Web search usage and volume is projected to cross the 100 billion threshold -- with local commercial searches surpassing 20 billion -- during the next 12 months, driven by a range of advances and new developments in general and vertical search as well as video and multimedia search, according to The Kelsey Group. Monetization implications of the increase in local searching will be explored later this month at the industry analyst firm's Interactive Local Media 2005 conference in Reston, Virginia.
 
With increasing user awareness and the introduction of dynamic new local products, including maps, user-generated content, mobile local search and local targeting via IPTV, the firm believes local searches could potentially exceed 30 billion by 2009.

The projected growth in local search usage, and its impact on how businesses will allocate $100 billion in advertising budgets targeting consumers in geographically defined markets, is a key issue that will be examined at The Kelsey Group’s upcoming Interactive Local Media 2005 conference (ILM:05).

“Paid search advertising may well reach $7 billion in 2005,” said Neal Polachek, senior vice president, research and consulting, The Kelsey Group. “Based on today’s traffic volume, local search should be a $1.4 billion marketplace, yet it is less than $500 million. The question is: When will local get its share of search dollars?”

Conference sessions that will examine local search traffic drivers include:

  • “Generation i: Focus Group.” The Kelsey Group asks the next generation of users what they think about online communities, wireless, IM, video search and other tools.
  • “Verticals and Aggregators.” The role of locally oriented verticals and content aggregators, which offer a potentially richer and more structured user experience.
  • “The Revolution Will Be Available On Demand.” IPTV and cable’s “triple threat” -- TV, voice and Internet. “VoIP and IM: New Communication Technologies and Local.”
  • “Waiting for Wireless.” A look at the current demand for local content and services and solutions that are on the horizon.

About the market research event

The ILM:05 agenda will explore the full range of issues surrounding the various segments of interactive local media -- local search, Internet Yellow Pages, IPTV, vertical directories, online newspapers and classifieds, social networks and wireless. The conference program features keynotes by Anne Busquet, CEO, IAC Local and Media Services; Erik Jorgensen, GM, MSN Local Search and MapPoint; Paul Levine, GM, Yahoo! Local; Caroline Little, CEO and publisher, Washingtonpost.Newsweek Interactive; Shailesh Rao, Local Search and Channel Partnerships, Google; and Jim Riesenbach, SVP, AOL Search and Directional Media Group.

Sponsors for ILM:05 include Acxiom, AdMission, CountyWebsite.com, DCCI, eStara, Fast Search & Transfer, i411, infoUSA, Ingenio, Interchange, Jambo, Local Matters, Localeze, MapQuest, Marchex, TrueLocal, Who’s Calling and YellowPages.com. ILM:05 Association Partners are the Association of Directory Marketing (ADM), the Association of Directory Publishers (ADP), the Search Engine Marketing Professional Organization (SEMPO) and the Yellow Pages Association (YPA).

Source: Tekrati
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