BIA/Kelsey Mobile Report

Mobile Holds Local Opps For Nat. Campaigns

The report released today predicts that mobile's increased engagement will create premium ad inventory that boosts demand and ad rates that will create big opportunities for national advertisers that build effective local mobile campaigns.

BIA/Kelsey today released a new report that explores the advantages, performance indicators and challenges in location-based mobile advertising. The new report, “From National to Local: Mobile Advertising Zeros In,” examines top players and best practices and suggests opportunities for growth and value generation in mobile advertising.

“Following the typical pattern of new media, advertiser adoption of location-based mobile marketing trails consumer adoption,” Michael Boland, the report’s author and senior analyst at BIA/Kelsey, said in a statement. “It’s been relatively slow-moving until now, but we see growing signs of an imminent tipping point for location-based mobile ad adoption. A key driver of the mobile-local share shift will be the evolution of national advertisers, who, to date, have run mostly mobile campaigns that mirror the tactics of the desktop, missing opportunities for more precise location targeting.”

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The report found that advertiser adoption hasn’t caught up with mobile usage: Though mobile holds a 10% share of U.S. consumers’ media time, it only has a 1% share of ad revenue.

The media consultant also said the segment’s increased user engagement will create premium inventory that boosts advertiser demand and ad rates.

“Advertiser demand will follow in a slow but inevitable process of market evolution and education over the next 12 to 24 months,” the firm said, adding that national advertisers that build effective local mobile campaigns will see the biggest opportunities.

BIA/Kelsey said the local shift is in line with the “native advertising” movement, which incorporates the mobile device’s unique capabilities.

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BIA/Kelsey will present the report’s findings during a Jan. 30 webinar.

More information about the report can be found here.


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