Mobile is the Fastest Growing Advertising Channel

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56.5% of small businesses are using mobile advertising, according to data from BIA’s latest Local Commerce Monitor™ (LCM) survey report, Mobile Advertising and Small Businesses, up from 22.9% of small businesses just two years ago. Small business advertisers are attracted to mobile’s better ad reach, as well as customer and location-based targeting capabilities. Mobile should be sold as part of the digital offering of any seller.

Not only are small businesses increasing their use of mobile, they’re increasing their spend. “The most rapidly growing media channel for local advertising is mobile, followed by desktop advertising,” said Mark Fratrik, Chief Economist and SVP, BIA Advisory Services. Local advertising on mobile devices sold by pure-play mobile providers will rise this year to $19 billion, according to BIA/Kelsey’s U.S. Local Advertising Forecast 2018: Mobile and Social estimates. An additional $3.1 billion in mobile advertising is being sold by traditional media companies (i.e., radio, television and newspapers) in 2018, for a total of $22.1 billion in mobile advertising. BIA projects that figure to grow to $38.7 billion in 2022. “We are very positive about local advertising on mobile devices to increase significantly in the next decade. As mobile continues to mature, national and small business advertisers see its effectiveness and ability as an all-encompassing platform to reach their audiences,” said Dr. Fratrik. “Mobile has become a preferred platform for the advertising dollar because of its ability to capture audiences of all ages based precisely on where they are and what they are doing, at any given moment.”



BIA’s LCM, Wave 21 reports can be purchased a la carte in the BIA eStore. Subscribers of BIA ADVantage can download the research reports from the online dashboard found here.

This Post Has 3 Comments

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    smart phones are an inexorable part of our existence, a fact that isn’t lost on Joshua Bell, an anthropologist and curator of globalization at the Natural History Museum. For the past two years, Bell and Joel Kuipers, an anthropologist at George Washington University, have researched mobile phone culture, along with the myriad facets—ecological impact, cultural variability— that underlie the now-global phenomena.

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    Location unlocks the potential of AR in ways many of us hadn’t fully imagined one year ago. For example, at South by Southwest this year, Taco Bell deployed the “Taco Crunch Challenge” augmented reality game. Using their smartphones, mobile consumers collected ingredients for a taco recipe on the company’s menu. The items appeared onscreen when players entered venues around Austin. Collecting them all created a voucher, good for a real taco at a real Taco Bell restaurant in the city.

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    Mobile is more comfortable for the human being to access the internet. That’s why all the advertisers should play ads for the phone

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