Definitions and Methodology
defines the local media advertising marketplace as those media that provide local audiences to all types of advertisers. Mobile local advertising is defined as advertising that is targeted based on a user's location.
In addition to interviews and company reports, BIA/
's mobile forecast is based on usage trends, mobile ad spending across various formats, consumer adoption patterns, advertiser penetration and ad performance measurements such as clickthrough and cost-per-click rates, and other benchmarks in online media. These data are vetted against aggregate revenues of top players in each mobile advertising segment (i.e., mobile ad networks). Traditional definitions of ad spending apply to this forecast. At present, it does not include marketing or promotional expenditures such as coupons.
About BIA/ Kelsey
advises companies in the local media space through consulting and valuation services, research, Continuous Advisory Services and conferences. Since 1983 BIA/
has been a resource to the media, mobile advertising, telecommunications, Yellow Pages and electronic directory markets, as well as to government agencies, law firms and investment companies looking to understand trends and revenue drivers. BIA/
's annual conferences draw executives from across industries seeking expert guidance on how companies are finding innovative ways to grow. Additional information is available at
, on the company's
Local Media Watch blog
) and Facebook (
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