BIA/Kelsey Predicts Continued Mobile Growth
April 10, 2014

U.S. mobile local advertising revenues will reach $4.5 billion in 2014, up from $2.9 billion in 2013, according to a new report from BIA/Kelsey. In its Annual U.S. Local Media Forecast (2013-2018), the firm projects mobile local ad revenues to more than triple over the next five years, reaching $15.7 billion in 2018.

According to the forecast, total U.S. mobile ad spending will grow from $11.4 billion in 2014 to $30.3 billion in 2018. By the end of the forecast period, locally targeted mobile ads will represent 52 percent of overall U.S. mobile ad spending. Driving this localized share of mobile ad revenues is the adoption of mobile local advertising tactics (i.e., geo-fencing, click-to-call, click to map) by national advertisers, who currently account for most U.S. mobile ad spending, and who are expected to take advantage of increasingly available and currently undervalued mobile local ad inventory.

"Advertiser demand will be driven by natural market forces to follow undervalued inventory," said Michael Boland, Senior Analyst/VP of Content. "Mobile advertising’s appeal includes higher performance, clearer ROI, tangible conversions and a shorter purchase funnel. These qualities of mobile content and advertising present a rare alignment between typical mobile user intent and advertisers’ stated objectives."

National-to-local mobile marketing is a focus of BIA/Kelsey’s upcoming conference, LEADING IN LOCAL: The National Impact, which takes place May 7-9, in Atlanta. During a Day 2 session titled, "Location Targeting: The Brand Impact," publishers and advertisers will discuss the types of ad placements and localized calls to action that are most effective at engaging location-sensitive mobile users.

BIA/Kelsey's forecast comprises various mobile ad formats, including textual search, display, video, commercial SMS and native social advertising. Search advertising currently holds the largest share, followed by display and native social ads. Search’s dominant share indexes higher within this localized segment than within the broader of U.S. mobile ad revenue total, due to the high correlation between mobile search and local user intent. There is conversely a lower percentage of localization within the display category, due to the branding (as opposed to direct response) and reach-driven objectives inherent in display campaigns (i.e., in-app ads).

The forecast includes a breakdown of mobile local ad spending by format as follows:

•       Search (advertising applied to search queries on mobile devices) will grow from $4.3 billion in 2014 to $10.9 billion in 2018.
•       Native social (visual and textual brand messaging merged into organic feed-based interfaces of mobile social apps such as Facebook and Twitter) will grow from $3.3 billion in 2014 to $9.9 billion in 2018.
•       Display (display advertising applied to app and mobile Web inventory) will grow from $2.4 billion in 2014 to $6.1 billion in 2018.
•       Video (rich media ad units distributed within app and mobile web inventory) will grow from $1.1 billion in 2014 to $3.1 billion in 2018.
•       SMS (commercial SMS messaging) will grow from $332 million in 2014 to $381 million in 2018.




 
Breaking News
Entercom Sacramento Names Lance Richard VP/Market Manager
The Week In Review: 4/13-4/17
Albie Dee Named Program Director of WOCQ/Ocean City-Salisbury
FCC Chairman Tom Wheeler Announces Staff Changes
Warner Bros. Records Bolsters Brand Partnerships & Creative Synch Licensing Team
In Brief - April 17, 2015
April 16, 2015
Sean Shannon Named VP/Market Manager For Cumulus Atlanta
Sara Morris Joins iHeartMedia's Government Affairs Team
TuneCore Combines Forces With Believe Digital
Spotify Launches Playlist Targeting For Brands
AudioHQ & TuneIn Announce Exclusive In-Stream Audio Ad Sales Partnership
In Brief - April 16, 2015
April 15, 2015
UMG And Class Action Attorneys Propose Settlement Agreement On Digital Download Royalties
WMTX/Tampa Names Randi West Program Director
John Boyle Appointed PD At WSJZ/Melbourne
Marketron's Mediascape Platform Expands With Launch Of Mediascape Orders 360
In Brief - April 15, 2015
April 14, 2015
Rick Vaughn Joins Cumulus Salt Lake City As PD Of KBER & KHTB
Salem Communications Expands Partnership With Clip Interactive
CÜR Media Names JP Lespinasse Chief Marketing Officer
2015 NAB Crystal Radio Award Winners Announced
In Brief - April 14, 2015
April 13, 2015
CBS RADIO President/CEO Dan Mason Announces Retirement
The Week In Review: 4/6-4/10
Andre J. Fernandez Named President Of CBS RADIO
Def Jam Recordings Names Faisel Durrani EVP/GM
Music News
Thanks To Wiz Khalifa Hit, Furious 7 Soundtrack Hits #1
Quick Hits: Giorgio Moroder / Britney Spears, Green Day, Black Sabbath, Deftones & Incubus
Quick Hits: Black Sabbath & Bill Ward, Converse Rubber Tracks Live festival, Summer Set Music & Camping Festival, Sia, Josh Groban
Quick Hits: Iggy Azalea, Glastonbury, Florence + The Machine, Summerfest, Hinder
Drake Plans Summer Jungle Tour
Quick Hits: One Direction, Jack White, Billboard Music Awards, 10 Years, Loudwire Music Festival, Pete Townshend & Eddie Vedder, Percy Sledge
Mariah Carey's Epic Deal Is Official
Quick Hits: Shinedown, Mumford & Sons, Justin Timberlake, Sublime With Rome, David Letterman musical guests, Mayhem Festival
Mumford & Sons Explain Sonic Change
Quick Hits: The Grateful Dead, AC/DC, Blur
Miley Cyrus To Induct Joan Jett at Rock Hall
Quick Hits: Mumford & Sons, Black Sabbath, Tyler, the Creator
Wale's Seinfeld-Inspired Album About Nothing Debuts At #1
Quick Hits: Quebec City Summer Festival, Death Cab For Cutie, Mariah Carey, Vans Warped Tour
Taylor Swift Tops Billboard Music Award Finalists
FMQB NOW

Skywalker, APD
WSPK (K104)
Hudson Valley

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!