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Seattle is the place to be for Drilling Down on Local Marketplaces this week (April 30 - May 2). For the first time, The Kelsey Group will provide a deep dive into how local search and local media buys will impact political campaigns.

ClickZ Campaign ‘08 editor Kate Kaye (just promoted to ClickZ senior editor), will speak on two panels during the Kelsey Drilling Down Local conference.

Kate’s going to discuss why Buckeye and Lone Star news sites scored big. Of the three main primary contenders, she also found Senator Barack Obama’s campaign has done the most local online advertising, some of it especially innovative. A more compelling local Web effort involved big multimedia ad buys on local news homepages.

Obama is also leading the pack in innovation with expandable video billboard ads.

A few savvy congressional candidates have started to place online ads for this year’s election. You’ll also learn why the majority of congressional, statewide and local candidates lag far behind presidential campaigns when it comes to even considering advertising online.

The offline effects of online advertising has been a curious issue in the search engine marketing industry over the years. But according to published reports, new study conducted by comScore is shedding more light on the issue.

The study was conducted on a retailer that does $15 billion in annual revenues. Most of the revenues come from brick and mortar stores. During a three month period, sales increased 50% offline, which coincided with a display and search advertising campaign. Online sales also saw a boost of 40%.

This isn’t the first comScore study looking at offline ROI of online ads. A study from the summer of 2007 showed that consumers who “pre-shop” online spend up to 41% more in-store. Also, 82% of searchers conduct an offline activity to follow up on their query. 61% of them make purchases.

Want a snapshot of the day’s search marketing news? Here we’ve collected today’s top news stories posted to the Search Engine Watch Blog, along with search-related headlines from around the Web:

From the SEW Blog:

• Property of Google? No! The Google of Property
  Just when you thought the days of aspiring Googles had ended, vertical search took on a life of its own.
• Facebook Ads & Applications: Critical SEM Learning Curve
  If your business or agency’s search marketing department has dismissed Facebook applications & paid ads, as outside of your product’s demographic, think again.
• SEW Experts: Inside AdWords and Contextual Advertising: The Tipping Point
  Once the ugly stepchild of online ads, contextual advertising has shed its “remnant inventory” reputation.
• Facebook Drops Another Hurdle
  Still looking for some attention from the social networks? Facebook delivered a new client library on Friday afternoon, which makes your widgets easier to launch in their ecosystem.
• Google Enigma: Code Cracked by Carr
  Nick Carr asks the question every forward-thinking executive has top of mind: Should innovation-minded managers view Google as an exemplar – or a freak?

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Once the ugly stepchild of online ads, contextual advertising has shed its “remnant inventory” reputation. In today’s Content Advertising column, “Inside AdWords and Contextual Advertising: The Tipping Point,” David Szetela looks at the evolution of online content advertising, to help you understand where the category has been, and where it’s going.

It looks like a certain type of ads will continue to bombard us through newspapers, the radio, and television.  Yet an interesting new report suggests that the presidential candidates, and politicians in general, aren’t all that interested in online advertising.
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Whether it’s true or not, we’ve heard it again and again: online advertising will do all right in a recession.  Now there’s more evidence to support the statement, and also a sign that a new-ish factor - the writers’ strike - is helping online ads.
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Something like 20 minutes out of every television hour seems to be dedicated to commercials; advertising is pretty firmly entrenched in our lives.  Spending on it is likely to go down, however, with the exception applying to online ads.
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The world’s largest media buyer, WPP is projecting that 2008 will be a big year for online advertising around the globe, especially in Europe.
A new forecast from WPP’s GroupM predicts that spending on Internet advertising will surpass TV advertising in Sweden this year.
Internet ad spending in the UK and Denmark are also expected to equal [...]

Big bucks continued to roll into online advertising as the Interactive Advertising Bureau reported third quarter numbers for 2007 that beat last year’s figures by 25.3 percent.The latest figures from the Interactive Advertising Bureau show 2007 ad revenue should easily eclipse $20 billion by the time the ball drops in Times Square on New Year’s [...]

Online advertising in China is reaching double-digit growth so far in 2007, according to Nielsen’s AdRelevance report.

The value of online display advertising in China reached RMB 2.6 billion in Q3, 2007 an increase of 14 percent over Q2.  Total online advertising value for the year to date is RMB 6.6 billion.
The value of online display [...]