At the same time, the report says, local ad revenue may hit a low of $135.8 billion in 2010, before climbing a bit in 2011. And, local advertising across newspapers, direct mail, TV, radio, yellow pages, outdoor, magazines and online is expected to slip to $144.4 billion by 2013, down from $155 billion last year, says BIA.
Radio and TV internet revenue will climb to $1.9 billion in 2013, from $805 million last year, according to some estimates, but other media, including outdoor and direct mail, may be in for a tougher challenge.
Local mobile advertising will be the next hot trend, particularly in terms of local mobile search, according to The Kelsey Group study. Local mobile ad revenue will hit $3.1 billion in 2013, mobile search will reach $2.3 billion, and local searches, which were 27.8% of all searches in 2008, is projected to hit 35.1% in 2013.
Currently, says the report, 54 million people use the mobile web, and should reach 95 million by 2013. Local search will make up more than half of mobile advertising at 56%, though local search will only be just over 35% of all searches.
Michael Boland, a senior analyst at The Kelsey Group, says "Mobile gets you closer to the point of purchase because it goes with you to the store... (especially) good for ... retail, restaurants, and arts and entertainment."