Businesses targeting local audiences are expected to increasingly invest
in mobile advertisements over the course of the next four years, a new
report from BIA/Kelsey indicates.
Last year, local brands
accounted for roughly half of mobile expenditures ($400 million).
However, as smartphone penetration continues to grow, these businesses
will leverage the digital marketing
channel even more - of the $4.05 billion forecast to be spent on mobile
ads in 2015, 70 percent is expected to come from the local market.
"Revenues
will grow from not only ad volume, but also premiums placed on
location-targeted ads," said Michael Boland, senior analyst and program
director of BIA/Kelsey’s Mobile Local Media practice. "These premiums
result from higher performance for locally targeted mobile ads when
compared with non-local ads, due to higher relevance, immediacy and
consumer buying intent."
Recent data from comScore suggests the
number of mobile display advertisers have doubled in the past two years,
growing by 128 percent. Financial services, telecommunications
providers and consumer product manufacturers are the top spenders on
mobile advertisements.
Source: RICG
Date: 24/06/2011