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Feb.
24,
2009
FOR IMMEDIATE RELEASE
BIA’s The Kelsey Group Forecasts U.S. Mobile Local Search
Advertising Revenues to Reach $1.3B in 2013
First major report from
Kelsey’s new Mobile Local Media practice outlines the scope of the
mobile local market opportunity and presents the firm’s five-year
outlook.
PRINCETON, N.J. (Feb. 24, 2009)
– U.S. mobile advertising revenues (search and display) will grow to
$3.1 billion in 2013, from $160 million in 2008, representing a
compound annual growth rate (CAGR) of 81.2 percent, according to The
Kelsey Group (www.kelseygroup.com), a division of BIA Advisory
Services, LLC (www.bia.com).
During the same period, the firm forecasts mobile local search
advertising revenues will increase from $20 million to $1.3 billion,
a CAGR of 130.5 percent.
“As mobile data consumption rises, we expect
local marketing to be a big winner,” said Michael Boland, program
director, Mobile Local Media (MLM), The Kelsey Group. “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.”
The Kelsey Group’s Mobile Local Media
Forecast (2008-2013) is highlighted in the report “Going Mobile: The
Mobile Local Media Opportunity,” distributed to clients of the
firm’s new MLM advisory service.
Additional findings covered in the report include:
- The percentage of mobile searches that have local intent
will increase from 28 percent in 2008 to 35 percent in 2013.
Currently there are 54.5 million mobile Internet users in the
United States, representing 25 percent of online users.
Approximately 15 percent of iPhone applications are local.
“We’ve been covering the mobile local space
for some time within our Interactive Local Media practice,” said
Neal Polachek, chief executive officer, The Kelsey Group. “The trend
lines for usage, revenue and application development indicate a
turning point that compels us to devote more resources and deepen
our coverage of this market segment. Our
MLM practice will focus on mobile as a critical and key
driver in the overall transformation of the advertising industry.”
“The most critical emerging media venue is
mobile. Having Kelsey now able to provide insights into this arena
coupled with their expanded view of the market will make them an
even more important source for the industry going forward,” said
Scott W. Klein, CEO, Idearc Media.
Mobile Local Media Advisory Service
“Going Mobile: The Mobile Local Media
Opportunity” is available to clients of Mobile Local Media, The
Kelsey Group’s new advisory service. MLM
provides research and analysis of mobile content, delivery
(bandwidth and access device), consumer usage and advertiser
adoption of mobile platforms for local media companies, mobile
carriers, handset developers, application developers, search
engines, directory publishers, advertising agencies/ad
buyers/recommenders, intermediaries/resellers, individual
advertisers and mobile sector investors.
Upcoming MLM
coverage includes reports on SMS; voice search; mobile and
traditional media; mobile marketing best practices; smartphone
penetration; mobile ad networks; “yellow mobile;” channel
strategies; engagement, conversion and ROI; mobile pay-per-call
advertising; mobile operating systems; mobile ad formats; mobile
television, news and entertainment; point of sale; mobile coupons;
mobile application engagement; mobile integrated campaigns; the
“Netbook” phenomenon; localizing national advertising; and mobile
social networking. To learn more about MLM, visit
http://www.kelseygroup.com/services/mobile-local-media.asp,
or contact Michael Taylor at
mtaylor@kelseygroup.com
or (937) 610-6257.
About The Kelsey Group
The Kelsey Group, a division of BIA Advisory Services, LLC, is the
leading provider of research, data and strategic analysis on
directories, small-business advertising, online local
media, vertical market advertising and mobile
advertising. As the premier analyst firm covering the
directory publishing community and the emerging local search
marketplace, The Kelsey Group provides advisory services (The Kelsey
ReportŪ, Interactive Local Media, Marketplaces and
Mobile Local Media), publishing (Global Yellow Pages™),
consulting (more than 400 individual assignments) and conferences
(74 events). For more information about The Kelsey Group, visit
www.kelseygroup.com. The Kelsey Group's blog is located at
http://blog.kelseygroup.com and the company can be found on Twitter through
http://twitter.com/TheKelseyGroup.
About BIA Advisory Services, LLC
BIA
Advisory Services, LLC, a subsidiary of BIA Financial Network,
provides research, data, analysis, and financial and strategic
consulting to media, telecommunications, technology, directory
publishing, and local search companies. BIA Advisory Services
includes The Kelsey Group, experts in traditional and online local
media and advertising; BIA Research, providers of competitive and
comparative market information and analysis through data services,
specialized reporting, engineering studies and mapping; and BIA
Consulting, specialists in business intelligence and corporate
growth strategy, and the nation’s leading communications appraisal
and valuation firm. Additional information is available at
www.bia.com. BIA's blog is located at
http://blog.bia.com and the company can be found on Twitter through
http://twitter.com/BIAfn.
For more information contact:
Eileen Pacheco
For The Kelsey Group
(781) 556-1026 | eileen@tango-group.com
MacKenzie Lovings
BIA Advisory Services, LLC
(703) 802-2992 | mlovings@bia.com
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