On the Fast Track: Local Mobile Search

In the mobile search world, all signs point towards an amplified focus in local mobile for the foreseeable future. Just ask local media research and consulting firm BIA Kelsey. The authority on all things local media released their latest forecasts showcasing anticipated growth for local mobile search advertising. It should come as no surprise since search undeniably becomes increasingly relevant for mobile users who actively seek information pertinent to their current locality.

The report shares details on forthcoming expectations for brands to target advertising efforts based on users’ geographic location. The same report explains how local targeting plays a critical role in mobile advertising strategy, this due to mobile devices lending themselves to honing in on a user’s location through targeting technologies like GPS and WiFi.

Some key highlights from the report include the following:

• Total U.S. mobile advertising stood at $1.6 billion in 2011 and is estimated to reach $9.9 billion in 2016
• U.S. mobile local advertising will grow from $664 million in 2011 (representing 41 percent of 2011’s overall U.S. mobile advertising) to  $5.8 billion in 2016, a growth to 58 percent, overall
• Search is the largest mobile local revenue component and will remain so through the forecast   period, growing from $390 million in 2011 to $3.2 billion in 2016

User intent to find local information drives the charge for the increasing popularity of the local search space. The user-friendly functionality of mobile devices lends itself to increased usage by device owners and the guiding reason for why more advertisers need to build strategy around the local space.