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?