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Mobile Advertising | Growth Up for Mobile Local Search

Mobile Advertising | Growth Up for Mobile Local Search

Identified new efforts happening within the swiftly progressing mobile marketplace, namely; mobile local search, gives way to different dynamics that have been shown to result in 3 driving factors of mobile ad success. According to the IAB (Internet Ad Revenues), U.S. mobile ad revenues of $1.6 billion in the year 2011 have increased 149 percent. Mobile advertising has seen one of the most rapid growths of its kind: triple-digit growth year-over-year.

“The year 2011 saw mobile advertising become a meaningful category,” quoted David Silverman, Partner of PwC U.S. “By combining some of the best features of the internet, along with portability and location-based technology, mobile advertising is enabling marketers to deliver timely, targeted, relevant, and local advertisements in a manner that was not previously possible. It is for these reasons that we expect strong growth to continue with mobile advertising.”
Marketing professionals have recognized that mobile marketing figures have been rapidly increasing year over year, and the data presented from 2011 only substantiates the importance of mobile advertising.

Below are 3 influences in mobile’s local search development:

1. Usage: Google has reported that 40% of mobile search inquiries have a locally based focus (which is up 33% from 2011). Search based ads are answers to inquiries and searches performed on mobile devices are typically questions based upon what is around the searcher. Mobile ads work to connect individuals to the local businesses and services around them, in the most relevant ways.

2. Smart Phone Spontaneity: If you think about mobile local search, it makes a great deal of sense. When individuals are out or away from their laptops or computers, they’re often trying to find things that are nearby. Perhaps it’s a new restaurant that just opened up, directions to a venue, a quiet coffee joint that is great for studying, etc… A smart phone or mobile device gives individuals the freedom to be more impulsive with their day to day activities. This spontaneity emanates the increase of mobile local searches.

3. Advertiser Advancement: Several advertisers are utilizing location targeting on their mobile advertisements. Advertisers are also creating mobile-only campaigns. Location targeting may possibly boost ad performance and engagement through specific points of relevance.

How do you feel about the growth of mobile advertising? Let me know your thoughts in the comment box below!

{image & data courtesy of Kelsey Group}

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