Majority of Directory Publishers See Mobile as Important Revenue
Stream Over Next Three Years
Findings highlighted in new report by BIA/Kelsey and dotMobi, ‘The
Strategic Value of Mobile for Directory Publishers’
CHANTILLY, Va. and DUBLIN, Ireland (Nov. 9, 2012) – A recent
qualitative survey of 11 global directory publishers in six countries
reveals 73 percent expect mobile services to be a major part of their
business by 2016, and that the vast majority of them are already offering
mobile related services to their customers. The survey also identifies
full-service mobile website creation as a significant opportunity for
directory publishers to assist small and medium-sized businesses (SMBs)
to capitalize on the power of mobile advertising.
These findings are part of a joint
research study published by BIA/Kelsey,
a trusted advisor to local media companies,
and dotMobi, makers of the mobile website publishing platform goMobi.
The report, titled, “The Strategic Value of Mobile for Directory
Publishers,” details how directory publishers worldwide are
leveraging the opportunity of the mobile web for themselves and their
customers. The report examines the expected revenue growth around
mobile product segments for the publishing industry and examines
the investments and infrastructure they are building to help their
SMB customers market themselves through the mobile channel.
The report indicates mobile’s share of directory publisher
revenue is currently at five percent of total revenues, which outpaces
its share (0.6 percent) of overall local ad spending.
Commenting on this forecast, Michael Boland, analyst and program
director for Mobile Local Media at BIA/Kelsey, said, “Overall,
BIA/Kelsey reports that about 0.6 percent of local ad spending is currently
devoted to mobile. Though this is a U.S. figure, mobile’s share
and growth rate are projected to be similar in many other developed
nations. Also, as this survey reveals, mobile’s current share
of revenue is slightly higher than other local media, such as newspapers,
which indicates a strong position for directory publishers.”
Other highlights from the report include:
The size of the mobile opportunity is made evident by the
increase in mobile local search, which BIA/Kelsey
predicts will eclipse desktop local search by 2015 (source: BIA/Kelsey’s
Mobile Local Media Forecast 2012).
Widespread confidence
revenue growth will occur with revenue streams
mostly coming from mobile ad placement.
Advantages
for directory publishers around mobile include
direct sales channels, strengths in local
business categories that are conducive to mobile and ability to bundle
and cross-promote mobile products.
The
mobile opportunity comes into even greater
light when examining the currently low penetration
of SMB mobile-optimized websites. This situation
offers directory publishers the opportunity to provide full-service
mobile website creation to their SMB clients.
“There is a high level of awareness among advertisers that there
is a need to have a mobile presence, but many are not clear what route
they should take or how to establish a mobile presence for their businesses,” said
Eileen O’Sullivan, COO, dotMobi. “This presents a distinct
opportunity for directory publishers to bring cost effective solutions
to their advertisers for everyone’s benefit. This report offers
valuable insights that will assist publishers understand what investments
should be made to stay ahead of user trends and deploy best of breed
advertiser solutions.”
In August and September of 2012, BIA/Kelsey and dotMobil conducted
11 phone interviews with leading directory publishers in the U.S.,
Canada, France, Italy, Israel and Australia. On each call, a detailed
interview schema was used to extract an understanding of the opportunities
the mobile web presents for directory publishers and their customers.
The goal of the research was to develop an overall strategic and tactical
view of how this dynamic segment is being viewed by global publishers,
rather than focus on specific companies. More details are available
at: www.biakelsey.com/mobilereport.asp.
About dotMobi
Headquartered in Dublin, dotMobi — a
wholly owned subsidiary of Afilias Limited — is
a worldwide leader in enabling the development
and discovery of quality mobile content through
innovative services, in turn helping businesses
and individuals reach the world’s billions
of mobile phone users. dotMobi spurs mobile
industry innovation by giving content providers
the tools they need to ensure the Web will
work on mobile devices with speed, accuracy
and relevant content. Visit http://dotMobi.mobi for
more information on .MOBI domains and all dotMobi
services, including DeviceAtlas and the goMobi mobile
website publishing solution. For more information,
please visit: http://gomobi.info/.
About BIA/Kelsey
BIA/Kelsey advises companies in the local media space through consulting and
valuation services, research, Continuous Advisory Services and conferences.
Since 1983, BIA/Kelsey has been a resource to the media, mobile advertising,
telecommunications, Yellow Pages and electronic directory markets, as well
as to government agencies, law firms and investment companies looking to understand
trends and revenue drivers. BIA/Kelsey’s annual conferences draw executives
from across industries seeking expert guidance on how companies are finding
innovative ways to grow. Additional information is available at http://www.biakelsey.com,
on the company’s Local
Media Watch blog, Twitter (http://twitter.com/BIAKelsey)
and Facebook (http://www.facebook.com/biakelsey).
For more information contact: Eileen Pacheco
For BIA/Kelsey
(508) 888-7478 eileen@tango-group.com
BIA/Kelsey publicly available information (including, but not limited to, press releases, blog posts, company Web site content, presentations, and excerpts from advisories and reports) may be cited, provided BIA/Kelsey is properly identified as the source (Source: BIA/Kelsey). If you are uncertain about a particular use, please contact us for approval. Provide the full citation and context for your request via e-mail to Eileen Pacheco at eileen@tango-group.com
Company Information
BIA Advisory Services (BAS) is doing business as (d/b/a) BIA/Kelsey. BAS is owned by BIA Financial Network. For more information on this parent company and for a list of affiliated companies, please click now.
These findings are part of a 
