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Mobile Ads
Mobile advertising revenue in the U.S. is forecast to increase more than four times, from $790 million recorded in 2010, to more than $4 billion by 2015, according to a recent study by media research company BIA/Kelsey.
The largest and fastest growing majority of mobile ad expenditures during this period will be focused upon local ads. The $404 million in local mobile ad spending last year—about half of the current total expenditures—is expected to increase to $2.8 billion by 2015, making up nearly two-thirds of overall U.S. mobile advertising expenditures by that time.
Two key factors that seem to be driving this trend are large companies exploiting the location-awareness and increasing penetration of smart phones, and small and midsize companies leveraging local sales and new mobile ad self-serve tools. With the continued proliferation of smart device sales and usage, it only makes sense that much more emphasis will be placed on where the largest number of eyes may be spending their time.
For many marketers and agencies this will likely mean a convergent strategy: carefully crafting campaigns that balance and leverage messaging on both the online and mobile platforms.
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