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U.S. Mobile Search Advertising Revenues to Grow from $33.2 Million in 2007 to $1.4 Billion in 2012
Written by The Kelsey Group
Monday, 10 September 2007
The Kelsey Group Forecasts U.S. Mobile Search Advertising Revenues to Grow from
$33.2 Million in 2007 to $1.4 Billion in 2012
Forecast includes ad-sponsored directory assistance (free DA), mobile Internet and multi-modal
applications
PRINCETON, N.J., Sept. 10 -- The Kelsey Group, the leading
provider of strategic research and analysis, data and competitive metrics on
Yellow Pages, electronic directories and local media, forecasts U.S. mobile
search advertising revenues to grow from $33.2 million in 2007 to $1.4 billion
in 2012, representing a compound annual growth rate (CAGR) of 112 percent.
"Advertisers in the U.S. are the most aggressive in terms of messaging to
potential U.S. consumers," said Matt Booth, senior vice president and program
director, Interactive Local Media, The Kelsey Group. "Given the relatively high
spend levels, we believe advertisers will continue to look into innovative
solutions, including mobile, that demonstrate a clear ROI on ad spend."
The Kelsey Group's mobile search advertising forecast, which is available to
the firm's continuous advisory services clients, comprises three distinct
revenue and usage segments:
-- Ad-Sponsored Directory Assistance (Free DA) - Consumers dial a
phone
for free directory assistance and other local information
(examples: 1-
800-GOOG411, Jingle Networks).
-- Mobile Internet Ads
- Consumers use SMS, WAP, etc., to search or browse
the Internet for
information (examples: Google Maps, Apple iPhone).
-- Multi-Modal
Applications - Carriers and/or consumers opt to put voice-
in and
data-out products directly on the mobile device (examples:
Tellme,
V-Enable).
Methodology
The Kelsey Group's mobile search advertising forecast is based upon data
collected through interviews, company reports, market surveys, third parties,
usage trends, Kelsey Group knowledge of industry players, expected company
outcomes, various types of performance and CPM-based advertising, ROI and
conversion rates, as well as The Kelsey Group's analysis and opinion of the
future direction of each of these. Revenue estimates are based on "session
conversion rates," defined as the amount of revenues The Kelsey Group expects to
be created based on anticipated ad placements during a mobile ad session.
For information on The Kelsey Group's continuous advisory services, including
its Interactive Local Media practice, which developed the mobile search
advertising forecast, visit www.kelseygroup.com, or contact Steve
Vasil at
This e-mail address is being protected
from spam bots, you need JavaScript enabled to view it
or (905) 468-8786.
About The Kelsey Group
The Kelsey Group is the leading provider of research, data and strategic
analysis on directories, small-business advertising and online local media.
Founded in 1986, the company has built a reputation as the premier
analyst firm covering the directory publishing community and the emerging local
search marketplace, providing advisory services (The Kelsey Report(R) and
Interactive Local Media), publishing (Global Yellow Pages(TM)), consulting (more
than 400 individual assignments) and conferences (68 events).
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