Mobile has garnered more attention and investment than any other tech or media sector in the past three years. Yet the question persists, what is the state of mobile local advertising?

A new report from BIA/Kelsey, From National to Local: Mobile Advertising Zeros In, takes a hard look at this question, and offers a comprehensive, forward-looking profile of top players, examination of best practices and insights on opportunities for growth and value generation in this fast-moving sector.

Mobile Local at a Tipping Point

"Following the typical pattern of new media, advertiser adoption of location-based mobile marketing trails consumer adoption. 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."

- Michael Boland, report author and senior analyst, BIA/Kelsey

Emphasizing the 'localization' opportunity for national mobile ad campaigns, the report offers a detailed review of the state of mobile local advertising by exploring the advantages, performance indicators and challenges in the area of location-based mobile advertising.

Grounded in BIA/Kelsey's Authoritative Research & Analysis

The report was developed from interviews with key mobile companies along with BIA/Kelsey's mobile ad revenue forecast (U.S. Mobile Local Media Forecast (2011-2016). A few of the report's key takeaways include:

• Advertiser adoption hasn't caught up with mobile usage. Mobile holds a 10 percent share of U.S. consumers' media time, but only a 1 percent share of ad revenue.
• Mobile's heightened user engagement, relative to other ad supported media, 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 12-24 months.
• The larger opportunity will be for national advertisers that build effective mobile local campaigns.
• This local shift is in line with the "native advertising" movement, which incorporates the mobile device's unique capabilities and use cases.

Report Details

For more findings from the report, click to read report press release and view the Table of Contents. The report is 58 pages in length and includes 43 figures of supporting data and research from BIA/Kelsey's forecasts and Local Commerce Monitor (LCM) and other top companies.

Companies Included in Report

Report Cost

The cost for this report is $995. You may also purchase the report with a one-hour custom briefing for your business. Contact us today for more details: (800) 331-5086 or sales@biakelsey.com.

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