Those who are taking advantage of the power of mobile should start to focus on the local element.
Some reports are revealing that local mobile advertising will soon be a big trend, with local mobile search at the top of the list. If you’re using mobile methods to attract job candidates – whether through text messaging campaigns or setting up a mobile-friendly Web site – you should know that focusing on local can benefit your company and job seekers.
Using local mobile advertising or local mobile search can allow a job seeker to pinpoint companies that are hiring and see open positions within their local market.
In “Going Mobile: The Mobile Local Media Opportunity,” The Kelsey Group states that local mobile ad revenue will reach $3.1 billion in 2013, an increase from $160 million last year. At the same time, mobile search will reach $2.3 billion. During 2008, local searches made up 27.8 percent of all searches, but that number is expected to reach 35.1 percent by 2013. The report further states that about 15 percent of all Apple iPhone applications are local.
“As mobile data consumption rises, we expect local marketing to be a big winner,” Michael Boland, program director for mobile local media at The Kelsey Group, said. “There is a strong correlation between local search and the mobile use case, which will cause a good portion of the ongoing mobile application boom to focus on local.”
In the “U.S. Local Media Annual Forecast (2008-2013)” report, The Kelsey Group predicts that local advertising revenues will decrease from $155.3 billion in 2008 to $144.4 billion in 2013, a negative 1.4 percent compound annual growth rate.
Throughout that time period, only the local interactive segment will show growth, but all other local media will see marginal to rapid declines during the next 18 to 36 months. Only a small amount of traditional media will rebound, thanks to a revived economy beginning in 2011, but most traditional media will continue to decline.
The interactive share of local ad spending will go from 9 percent in 2008 to 22.2 percent in 2013. The local interactive segment will increase from $14 billion in 2008 to $32.1 billion in 2013, while the traditional segment will decrease from $141.3 billion in 2008 to $112.4 billion in 2013.
“Within the local advertising sector, there will be a real share shift, and the players most ready to leverage and adopt interactive models will achieve greater success going forward,” Kelsey Group CEO Neal Polachek said. “The share shift we expect could actually be more pronounced if the major traditional media are not able to integrate new interactive products into their bundle.”
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