Posted June 23, 2011 8:41 am by with 3 comments

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It only makes sense, right? Mobile devices and the usage of them are more geared toward an experience that answers the user’s need of finding something to do, eat or whatever right now. It’s the right now part that makes local more important than ever. As a result the push in the mobile space will have a lot less to do with national campaigns and much more about targeted local efforts.

BIA/Kelsey has looked at this trend in their report “US Local Media Annual Forecast (2010-2015)”. As you can see, local could be responsible for 70% of total mobile ad spend by 2015.

Sometimes you look at numbers from research and say “Well, no kidding!” but when the fur starts to fly and different people in organizations want different things common sense doesn’t always win out.

So this should serve as a word of caution to really consider the true nature of mobile Internet usage. In most cases there is likely to be local intent implicit in a search etc (although it’s not a guarantee by any means) so spending in the mobile space should reflect that pattern.

Will it? Who knows? Oftentimes things are said and done in Internet marketing that can make one just sit back and scratch their head so I suspect we’ll see some of the same behavior as the mobile ad space continues to grow.

What are your thoughts?

  • Frank I just have to say you have a GIFT! What a well crafted title. I’m way too wordy and could never have boiled that topic down that tightly! MP is lucky to have you writing all these great articles about local!

    Adding this to my Google Places news channel at

    • @ Linda – Thanks for the kind words. I have been doing this long enough so I am catching on :-).

  • Frank,
    Mike Boland here. I authored this report. Your thoughts are right on target. It will require advertiser education and evolution to better build campaigns that utilize capabilities of the form factor. One of those, of course is location awareness (others include touch, voice, camera, etc.).

    It will still take a few years to your point and we’ll still see a lot of business as usual – depending on the advertiser (or ad networks which drive some of the formats and targeting capabilities). But we will see this shift. We’re seeing it already and some are obviously more adaptive than others.

    Otherwise, there are a few key drivers behind the share shifts in the chart you included (hint: one is that very evolution of national advertisers). The rest are in my blog post today if you’re interested —

    Thanks for the post