Borrell Associates Study Says Local Mobile Advertising To Double In 2013
June 11, 2013 at 6:26 AM (PT)
According to just-released data from BORRELL ASSOCIATES, local mobile advertising is doubling this year. Last year mobile ads accounted for 8% of the $18.5 billion spent on local online advertising. This year's growth will put its share at 13% of $24.3 billion.
Last year local advertisers spent $1.5 billion on mobile media; this year BORRELL is forecasting it will be $3.2 billion. So while total mobile advertising is likely to increase about 34%, BORRELL is expecting local to increase 105% which is equates to the rush to buy banners and local search advertising in 2004 when Internet access had hit critical mass, or 50% of all households. Online advertising doubled that year.
"In some markets the number may be in the tens of thousands of dollars; in the largest, it's $100 million or more. The forecast is supported by our ongoing surveys of SMBs, as well as updated data filter into local market COMPASS reports."
Key data points include:
** 37% of small and medium businesses (SMBs) who had not yet tried mobile advertising said they were likely to do so within the coming year.
** A stunning 83% of those who had actually engaged in some sort of mobile campaign said they were likely to do so again.
For a more granular look at 513 Digital Market Regions and how much was spent, click here.