Report: Location-Targeted Mobile Ads To Reach $6.6B

Mike Borland

The proliferation of smart phones and advanced capabilities such as location awareness and connectivity will help propel location-targeted mobile advertising revenues to $6.6 billion in the U.S. this year, according to BIA/Kelsey’s U.S. Local Media Forecast 2015.

BIA/Kelsey explores this opportunity, particularly as it applies to national brands, franchises and multi-location businesses, in a new insight paper titled, “Think Global, Target Local: Multi-Location Advertising in the Mobile Age.”

The local targeting objectives of national brands, franchises and multi-location businesses have led to a renaissance in local media and advertising, with an entire ecosystem of support industries, vendors and independent developers. The firm forecasts national brand spending will represent 43 percent of location-based advertising by 2018, representing $68 billion in spending.

“Nowhere do ‘national’ and ‘local’ come together more than with multi-location businesses,” said Michael Boland, VP, content, BIA/Kelsey. “They are inherently national in their footprint and resources, but they are local in that they compete for customers in the local markets where they are present. This makes them a significant participant in the local advertising ecosystem.”

Key themes from the report will be covered within the program of the upcoming conference, BIA/Kelsey NATIONAL, which takes place March 25-27, in Dallas. The conference will focus on how local has evolved as an important channel for national players who are targeting locally.

The initial list of speakers for BIA/Kelsey NATIONAL includes keynoters Jon Czaja, director, small business (North America), Facebook; Aaron Goldman, author and CMO, Kenshoo; and Karen Traversi Kovaleski, CEO, Geary LSF. The current list of speakers, agenda and additional conference information is available at www.biakelsey.com/NATIONAL.

The “Think Global, Target Local” insight paper is available to clients of BIA/Kelsey’s advisory services. For information on purchasing the report, please contact sales@biakelsey.com.