BIA/Kelsey: U.S. Mobile Local Ad Revenues To Reach $5.8 Billion In 2016
November 5, 2012
BIA/Kelsey is forecasting U.S. mobile local advertising revenues to grow from $664 million in 2011 to $5.8 billion in 2016, representing a compound annual growth rate of 54.2 percent. BIA/Kelsey’s projected mobile local ad revenues represent a subset of overall U.S. mobile ad spending, which the firm forecasts to grow from $1.62 billion in 2011 to $9.92 billion in 2016. This puts locally targeted mobile ads at 41 percent of overall U.S. mobile ad spending in 2011, growing to 58 percent in 2016.
"Growth drivers include smartphone penetration, location data, ad targeting innovation and advertiser evolution to utilize these factors for higher-performing mobile local ad campaigns," said Michael Boland, Program Director, mobile local media, BIA/Kelsey. "New mobile ad formats will also drive demand including Facebook’s quickly evolving options like sponsored stories and app install ads – currently accounting for 14 percent of Facebook’s revenues and quickly growing."
Boland will moderate a SuperForum on mobile local media at BIA/Kelsey’s upcoming Interactive Local Media West (ILM West) conference, December 4-6, in Los Angeles. He will present highlights from the forecast during a session titled, "Mobile’s Impact on Interactive Local Media: National to Local." He will also present forecast highlights to the Los Angeles venture community on November 15, during a one-day event hosted by the Los Angeles Venture Association (LAVA).