BIA/Kelsey, adviser to companies in the local media space, today
released its five-year outlook for U.S. mobile local advertising.
According to the firm, total U.S. mobile ad spending will grow from
$790 million in 2010 to $4 billion in 2015. During the same period,
BIA/Kelsey projects the local portion of that total to increase from
$404 million to $2.8 billion. This makes locally targeted mobile ads
51 percent of overall U.S. mobile ad spending, growing to 70 percent
by 2015. Consistent with other local media, BIA/Kelsey defines mobile local
advertising as that which targets users in specific locations or
contains location-specific calls to action. Among the drivers of mobile ad revenue growth are smartphone
penetration, mobile Web usage and related increases in ad inventory.
BIA/Kelsey expects this to come about as large brand advertisers
evolve their campaign objectives to the capabilities of the mobile
device — most notably, location awareness. The firm also sees mobile
advertising moving down market to small and medium-sized businesses
through a combination of local sales and self-serve tools. Exploding
mobile usage, clearer ROI and a shorter purchase funnel will
accelerate this demand within display, search and SMS advertising
formats. “Revenues will grow from not only ad volume, but also premiums placed
on location-targeted ads,” said Michael Boland, senior analyst and
program director of BIA/Kelsey’s Mobile Local Media practice. “These
premiums result from higher performance for locally targeted mobile
ads when compared with non-local ads, due to higher relevance,
immediacy and consumer buying intent, all of which are more prevalent
in mobile than many other print and digital media.” http://www.biakelsey.com/Company/Press-Releases/110623-U.S.-Mobile-Local-Ad-R...$404-Million-in-2010-to-$2.8-Billion-in-2015.asp
released its five-year outlook for U.S. mobile local advertising.
According to the firm, total U.S. mobile ad spending will grow from
$790 million in 2010 to $4 billion in 2015. During the same period,
BIA/Kelsey projects the local portion of that total to increase from
$404 million to $2.8 billion. This makes locally targeted mobile ads
51 percent of overall U.S. mobile ad spending, growing to 70 percent
by 2015. Consistent with other local media, BIA/Kelsey defines mobile local
advertising as that which targets users in specific locations or
contains location-specific calls to action. Among the drivers of mobile ad revenue growth are smartphone
penetration, mobile Web usage and related increases in ad inventory.
BIA/Kelsey expects this to come about as large brand advertisers
evolve their campaign objectives to the capabilities of the mobile
device — most notably, location awareness. The firm also sees mobile
advertising moving down market to small and medium-sized businesses
through a combination of local sales and self-serve tools. Exploding
mobile usage, clearer ROI and a shorter purchase funnel will
accelerate this demand within display, search and SMS advertising
formats. “Revenues will grow from not only ad volume, but also premiums placed
on location-targeted ads,” said Michael Boland, senior analyst and
program director of BIA/Kelsey’s Mobile Local Media practice. “These
premiums result from higher performance for locally targeted mobile
ads when compared with non-local ads, due to higher relevance,
immediacy and consumer buying intent, all of which are more prevalent
in mobile than many other print and digital media.” http://www.biakelsey.com/Company/Press-Releases/110623-U.S.-Mobile-Local-Ad-R...$404-Million-in-2010-to-$2.8-Billion-in-2015.asp
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