Following our mobile forecast release and the post earlier today, here are some of the numbers laid out in graphical form. We'll continue to analyze the figures, and their practical takeaways here and at our conference next month.
It's that time of year again; BIA/Kelsey's spring release of its local media forecast. This is broken down into its media components, such as Online, TV, Yellow Pages, Mobile, etc... The full forecast will be out in a few weeks.…
Weather is an inherently localized subject according to The Weather Company's Denise Chuddy. She and I spent lots of time talking about that on stage at our December Leading in Local conference. This opens up all kinds of opportunities for…
As we keep saying, the age of big data is colliding with the age of mobile. This is playing out in lots of ways, most notably mobile and location signals used to better target mobile ads. But it’s not just targeting as in where the ad shows up… but also what it contains.
xAd has been pushing this idea for a while and it’s now out with its latest quarterly Mobile Location Insights report. The data xAd utilizes in particular is situational (smartfences) and behavioral (user data, brand affinity, etc). These are showing lots of growth on its network.
As its been doing for each quarterly report, xAd reports that this location targeting has real performance benefits when compared with the rest of the mobile ad industry (where location targeting doesn’t index as high). This goes for clicks and secondary actions like calls.
Going one level deeper, xAd reports that additional use of situational and behavioral user profiling data creates an even greater performance delta over location targeting alone. This happens to the tune of 10 percent greater click through rate throughout xAd’s network.
BIA/Kelsey Senior Analyst Mike Boland began the ILM West mobile superforum by sizing the magnitude of the mobile-local advertising opportunity (while also noting its current shortcomings): $5.8 billion by 2016, or 58 percent of the total mobile market. Much of…