Local Mobile Advertising Gains Traction
Local mobile advertising will be the next hot trend, with local mobile search leading the way, according to BIA’s The Kelsey Group.
Local mobile ad revenue will grow to $3.1 billion in 2013, up from $160 million last year, while mobile search will reach $2.3 billion, according to the firm’s forecasts. Local searches made up 27.8 percent of all searches in 2008, but are expected to hit 35.1 percent in 2013, according to the report, “Going Mobile: The Mobile Local Media Opportunity.”
“As mobile data consumption rises, we expect local marketing to be a big winner. There is a strong correlation between local search and the mobile use case, which will cause a good portion of the ongoing mobile application boom to focus on local,” Michael Boland, the The Kelsey Group’s program director for mobile local media (MLM), said in a statement.
Only the local interactive segment will show growth throughout the forecast period. All other local media will experience marginal to rapid declines in the next 18 to 36 months. A small number of traditional media will rebound with a revived economy beginning in 2011, though most traditional media will continue to decline, albeit at a slower pace, according to the report.