New Report Finds Digital And Mobile Keep Growing Their Share Of Local Advertising
October 12, 2015 at 4:38 AM (PT)
Digital and mobile continue to set the pace in growing their share of local advertising. MEDIAPOST reports, "In 2014, $900 million or about 21% of the total spend in mobile targeting local audiences came from local advertisers. By 2019, total mobile spend by local advertisers will grow to $6.5 billion or about 36% of the total spend in mobile targeting local audiences."
The report cites a statistic from BIA/KELSEY, showing the INTERACTIVE ADVERTISING BUREAU’s Local Buyer’s Guide expects that "Advertisers will spend a total of $139.4 billion on local advertising in 2015. Online and mobile make up the two biggest portions of that spend -- at 11.5% and 4.8%, respectively. By 2019, local advertising spend is predicted to equal $157.7 billion."
“What it means to be a marketer today is very different from what it meant to be a marketer even three to five years ago,” IAB Sr. Dir./Mobile Marketing and Excellence JOE LASZLO said. “Marketers can’t just be focused on the “art” of marketing, but also need to focus on the tech side/science side of marketing, in smaller businesses especially.”