Mobile’s share of digital advertising to quadruple over next four years

Posted: March 7, 2011 in Advertising & Marketing, Mobile, Technology

Where hyper-local LBS mobile ad nWhere Ads aims to increase the relevancy of local merchants’ mobile ads

NEW YORK – While today mobile represents 15 percent of online advertising, by 2015 it will represent 64 percent of all digital ads, according to an executive at Borrell Associates Inc.’s Local Online Advertising Conference.

As mobile as a whole grows, local advertisers will drive much of that growth. Borrell projects that local mobile advertising will grow on a “wild trajectory,” from $500 million last year to $1.2 billion this year, $3.3 billion in 2012 and $6.6 billion in 2013.

“Today 15 percent of all of the online ads are generated for mobile devices, but by 2015 mobile will be 64 percent of all digital advertising,” said Kip Cassino, executive vice president at Borrell Associates, New York. “By then the devices will have changed—because of the iPod, iPhone and iPad, Apple is now the No. 1 computer manufacturer in the world.

“In the future, the purchase of laptops and tablet computers as well as smartphones will increase significantly,” he said. “The purchase of mobile devices will all but have replaced the desktop devices we currently look to.”

A Borrell survey found that 44 percent of local businesses plan to try mobile local advertising this year.

AT&T enhances YP iPhone app with local dealsAT&T is ramping up its efforts in the mobile-local space

The MMA is bullish on mobile-local
The Mobile Marketing Association’s presentation underscored the value of a mobile local future.

As Mary Meeker said, mobile is moving faster than any medium ever before. Brands, retailers and publishers must keep up with consumer adoption and consumption trends.

(get the rest of the story)

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