Commentary

Local Mobile Hot For Ads

According to The Kelsey Group, a division of BIA, local mobile ad revenue is expected to reach more than $3.1 billion by 2013, up from $160 million in 2008. Mobile search makes up the lion's share at $2.3 billion, dwarfing SMS, which garnered $100 million in 2008.

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.

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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."

Please find more about this study at MediaPlannerBuyer here, or through the Conference Agenda here.

 

 

2 comments about "Local Mobile Hot For Ads".
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  1. Mariam Ispahani, June 15, 2009 at 3:46 p.m.

    The mobile ad space will definitely be huge in the future, which starts right now! I see smart phone sales also going up to keep up with mobile ads and marketing.

    -m-

  2. Jim Dugan from PipPops LLC, June 15, 2009 at 7:19 p.m.

    Local mobile advertising with e-coupons is the future.

    We have developed www.GripOffs.mobi with this in mind.

    It is a mobile site for those on the go to simply use their mobile internet-enabled devices and go to the site to see all of the local business offerings.

    The businesses have the new luxury of creating their own ads with barcoded e-coupons offering the consumers on the go an e-coupon on their mobiles.

    Advertisers can create, edit, and see the analytics all in real-time.

    Businesses are beginning to enter this market, but their is a huge opportunity to get in front of the retail searchers and shoppers by using the buying power of GripOffs and seeing the instant results at the point of purchase.

    There's no question this is the wave of the future.

    It's nice to have great search engine companies, e.g., Google, Yahoo, and the like to tell us Where a place is, but it truly is preferable to have a mobile site like GripOffs.mobi that not only tells us the location of the restaurant, but, also, any deals the restaurant is offering.

    And, since the site is advertiser supported, it's free for all of us.

    We've focused on providing an entertainment type mobile e-coupon site for those on the go who want to save money instantly at the point of purchase and it works!

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