ad spending

BIA/Kelsey: Digital's share of growing local ad spending to hit 28% in next 5 years

Monday, March 18, 2013 - 12:20pm

BIA/Kelsey now projects local media ad spending to hit $148.8 billion by 2017. Digital's share of that growth -- now just over 17% -- should grow to nearly 28% in that time.

That projection includes a drop in "traditional media revenues," from $109.4 million last year to $107.6 million, Tom Taylor points out here.

"By 2017, the firm estimates online media will take more than $41 billion of the nearly $149 billion that companies will spend, which means higher investments overall in advertising and marketing," reports MediaPost (here).

Local mobile ad revenues to grow, says BIA/Kelsey, but will be a smaller share of overall mobile

Tuesday, November 6, 2012 - 2:00pm

In its U.S. Mobile Local Media forecast for 2011-2016, media advisory firm BIA/Kelsey forecasts U.S. mobile local ad revenues to grow from last year's $664 million to $5.8 billion by 2016 -- a compound annual growth rate of 54.2%.

This is mobile advertising that is targeted based on a user’s location.

Locally-targeted mobile ads, as a percentage of the overall mobile advertising spend, will grow from 41% in 2011 to 58% in 2016, according to the report (see chart).

That percentage is actually down from an earlier forecast. "This was due to slower than expected advertiser adoption of location targeted mobile ads," BIA/Kelsey explains. "Though there’s exploding usage, representing supply (ad inventory), it hasn’t been met with the same demand (ad dollars), thus keeping mobile ad rates depressed."

BIA/Kelsely clients can access the full Annual U.S. Local Media Forecast 2011-2016 online here

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