Have you ever been startled by a banner advertisement popping up at the top or bottom of the screen on your mobile phone? Well, get used to it! Although you probably haven’t been inundated with an ad every time you open an app, times are a-changin’. In the next several years you can expect a big growth in mobile advertising – especially from businesses in your local area.

How Big  a Growth Can I Expect?

Very big! BIA/Kelsey, an advisor to companies with local interests, predicts that mobile advertising will grow from $790 million in 2010 to $4 billion in 2015. This estimate includes both local and national businesses.

Butt What are the Definitions of “Local” and “National”?

“Local” means (1) small and medium-size businesses who advertise in their cities/towns and immediate areas and (2) national brands and agencies that target locally. National businesses, on the other hand, are defined as companies that focus on products and services at the global level.

How Does This Growth Break Down – Between Local and National Growth?

Well, the local business share of the mobile ad market, according to BIA/Nelson, is a predicted growth from $404 million in 2010 to to $2.8 billion 2015.  National. of course, This leaves $396 million in 2010 for the national  businesses – growing to $1.2 billion in 2015.

The chart below compares both local and national business growth rates over the next few years. Especially notice that from 2010 to 2015, local business ad spending increases from 51% to 70% of the total mobile phone advertising market.

local vs national mobile ad spend Get Ready for a Big Growth in Local Business Advertising on Your Mobile Phone

I’m Curious About the Content of Mobile Ads

ComScore, Inc. surveyed 689 mobile phone advertisers over a three month period ending in March 2011 and found that mobile content and publishing accounted for 50% of the ads. All content percentages are shown below.

  • 50% = Mobile content and publishing
  • 26% = Consumer discretionary
  • 7%  = Information technology
  • 6%  = Financials
  • 5%  = Telecommunication services
  • 3%  =  Consumer staples
  • 2%  = Industrials
  • 1%  = Other

As of this date, mobile advertising is in its infancy. But with the constant rise in smart phone sales, the huge popularity of phone apps, and the increasing sophistication of mobile phone users, there is no question that businesses will realize the potential for mobile phone advertising and follow through with clever ads that grab the viewer’s attention.


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As of this date, mobile advertising is in its infancy. But with the constant rise in smart phone sales, the huge popularity of phone apps, and the increasing sophistication of mobile phone users, there is no question that businesses will realize the potential for mobile phone advertising and follow through with clever ads that grab the viewer’s attention.

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