Report: Fragmentation Keeps Ads Off Local Online Media

september 13, 2007  10:24 am
The local advertising group Marchex estimates that only 5 percent of local ad dollars goes to local internet advertising. To get a larger piece of the local ad pie, a website needs to aggregate a large-scale local audience, according to "Unlocking the Potential of the Local Internet," a new report issued by the group. "There is no shortage of local content on the internet," said the report. "The problem for consumers is that this content is usually highly fragmented across a myriad of sites and is not optimized for decision making."