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July 23,
2009
Western Europe Mobile Local Search Ad Revenues to Reach 1.4 Billion Euros by 2013, According to BIA’s Kelsey Group
New forecast indicates Europe leads U.S. in adoption and monetization of mobile local media
CHANTILLY, Va. (July
23,
2009) –
The Kelsey Group (www.kelseygroup.com), a division of BIA Advisory Services (www.bia.com), forecasts mobile search advertising revenues in Western Europe to grow from 39 million euros in 2008 to 2.3 billion euros in 2013, representing a compound annual growth rate (CAGR) of 125.4 percent. Revenues for the local segment of mobile search will grow from 18 million euros in 2008 to 1.4 billion euros in 2013, a 139.3 percent CAGR. Mobile display ad revenues for the region will grow from 14 million euros in 2008 to 1.1 billion euros in 2013, a 138.3 percent CAGR.
A comparison with Kelsey’s U.S. mobile ad forecast released earlier this year shows Western Europe leads the U.S. in adoption and monetization of mobile local media, primarily due to the greater number of mobile handsets in the region—499 million in 2008, compared with 266 million in the United States. Additional findings from the U.S. mobile ad forecast include:
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U.S. mobile search ad revenues will grow from US$39 million (27 million euros) in 2008 to US$2.3 billion (1.6 billion euros) in 2013.
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U.S. mobile local search ad revenues will increase from US$20 million (14 million euros) in 2008 to
US$1.3 billion (915 million euros) in 2013.
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U.S. mobile display ad revenues will grow from US$21 million (15 million euros) in 2008 to US$567 million (399 million euros) in 2013.
“In addition to the higher number of mobile subscribers in the region, rapid proliferation of smartphones is helping drive the growth in mobile advertising,” said Michael Boland, program director for Kelsey’s mobile local media practice. “Our forecast indicates the number of smartphones in Western Europe will grow at a 35.7 percent CAGR during the forecast period, from 32 million in 2008 to 149 million in 2013.”
Boland will share highlights from Kelsey’s mobile forecasts at the firm’s
upcoming Directional Media Strategies 2009 conference (www.kelseygroup.com/dms2009,
where he will lead two sessions on the mobile opportunity for Yellow
Pages publishers:
- The Yellow Pages App Store: Securing a Mobile Future for
Yellow Pages
- Mobile Search & Yellow Pages: The Business Model
The Kelsey Group’s Annual Forecast: Western
Europe Mobile Search and Display 2008-2013 is available to clients
of BIA/Kelsey’s Mobile Local Media continuous advisory service.
Mobile Local Media covers the mobile local advertising opportunity,
providing research and analysis of content, delivery (bandwidth and
access device) and customer/advertiser acceptance. For more
information, contact Michael Taylor at
mtaylor@kelseygroup.com.
Methodology
The Western Europe mobile advertising forecast was developed from
data collected through interviews, company reports, market surveys,
third parties, usage trends, The Kelsey Group’s knowledge of
technology and service providers, expected company outcomes, various
types of performance- and CPM-based advertising, ROI ad conversion
rates and Kelsey’s informed opinions about the future direction in
the forecast areas. Countries included in this regional forecast are
France, Germany, Italy, Spain and the United Kingdom.
About DMS '09
Directional Media Strategies 2009: The Multiplatform Opportunity (DMS ’09) is The Kelsey Group’s 30th conference covering the future of the Yellow Pages industry. DMS ’09 takes place Sept 22-24, 2009, at the Hyatt Regency Grand Cypress in Orlando, Florida, and is presented in partnership with the Yellow Pages Association. Conference sponsors, exhibitors and association partners include 3L System Group, Acxiom, AgendiZe, Amdocs, Cellcity, Continental Products, International Classified Media Association (ICMA), Local.com, MapCreator, Marchex, Telmetrics and Yellow Pages Data Delivery. For more information, visit
www.kelseygroup.com/DMS2009.
About The Kelsey Group
The Kelsey Group (www.kelseygroup.com), 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), reports (Global Yellow Pages™), research and data (Media Ad View, User View and Local Commerce Monitor), sales training, consulting (more than 400 individual assignments), and conferences (76 events).
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/bia and the company can be found on Twitter through
http://twitter.com/BIAfn.
For more information contact:
Eileen Pacheco
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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