According to BIA/Kelsey, local advertising on mobile devices sold by pure-play mobile providers in 2018 will reach $19 billion. $3.1 billion of that total will go to newspaper, TV, and radio, with radio getting about $104 million of that $3.1 billion pie.
The stats are from BIA/Kelsey’s U.S. Local Advertising Forecast 2018: Mobile and Social estimates.
The mobile/social category will be the third-largest ad platform in 2018, behind direct mail and local television, according to the new BIA/Kelsey estimates. “Of the overall $151.2 billon estimated U.S. local advertising spending for the year, pure-play mobile will represent 12.6 percent of the local advertising spend and is on a pace to reach 19.2 percent, and the second top spot, by 2022.”
Social media ad revenue from mobile (not including tablets) now represents slightly more than 70 percent of total social ad spending, and will grow to 80 percent by 2022 as more social engagement continues to shift away from desktops. Facebook is expected to receive the lion’s share of those dollars followed by Twitter, Snap, LinkedIn, and other apps.
The BIA/Kelsey research also states that location targeting advertising within mobile sold by all providers (which includes pure play, radio, television, and newspapers) is projected to grow from $17.1 billion in 2017 to $38.7 billion in 2022, a 17.8 percent compound annual growth.
