Local search advertising on Google and YouTube will top $19 billion, according to BIA Advisory Services. Google will represent close to 40% of all local digital advertising across all markets. By 2022, BIA projects local Google advertising will exceed $27 billion, and local Google advertising in 2018 is higher than the total digital advertising revenue on any local media. When you add local Facebook advertising to local Google advertising, they are estimated to account for almost 48% of all local digital advertising.
BIA says local Google advertising exceeds the total local advertising generated by all 11,044 commercial radio stations in the U.S. and rivals the amount generated by all 1,282 full-power commercial television stations. BIA forecasts that by 2022 local Google advertising will almost double the over-the-air advertising of the entire radio industry.
BIA Chief Economist Mark Fratrik says, “The most rapidly growing media channel for local advertising is mobile, followed by desktop advertising. As the market leaders in local digital advertising, Facebook and Google advertising are projected to grow at healthy rates. By comparison, local radio and television advertising are projected to be relatively flat over time, while print media advertising continues its decline.”
BIA will discuss the dominance of Google in digital while examining the overall Baltimore-Washington advertising marketplace at LOCAL IMPACT DC on Thursday at NAB Headquarters in Washington, D.C.
