December 2008 | Download PDF

The Point

Looking Back and Ahead: Video, Mobile and Local Online

View Point

Looking back at the subjects I covered in Chief Executive Outlook in 2008, it becomes clear that video and mobile took center stage. At the same time the shift of ad dollars to online platforms continued unabated. How will the challenging economy affect the trend lines for video, mobile and local online media in the year ahead?

This week The Kelsey Group analyst team took a shot at answering this question. Program directors Charles Laughlin, Matt Booth and Peter Krasilovsky each offered their picks and predictions for 2009. Among their predictions:

	•	Even faster adoption of video ads than previously forecast
	•	More mobile search and ads due to increased integration of mobile advertisers on local ad platforms
	•	A print directory publisher will transform itself into an online-only business

What 2009 will hold for the local media industry is more or less anyone’s guess. I’ve seen forecasts indicating declines for some local media well into the double digits. The central banks around the world appear to be doing the best they can to stimulate the world economy. We can all certainly be hopeful that 2009 will be more positive and upbeat than what the popular press would lead us to expect.

Data Point

A year-end review of events revealed that Kelsey Group analysts achieved 75 percent accuracy on our 2008 predictions, with 18 of 24 predictions classified as “on target.” How will we fare in 2009? Keep track and study the marketplace along with us on the Local Media Blog. We’ll check our scorecard again next December.