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Location-Targeted Mobile Advertising Projected to Reach $6.6 Billion in the U.S. in 2015

Jan 29, 2015

New report examines the challenges of multi-location advertising in the mobile age; offers a view into the national-to-local marketing opportunity, which is the focus of the upcoming BIA/Kelsey NATIONAL conference, March 25-27, in Dallas

CHANTILLY, Va. (Jan. 29, 2015) – The proliferation of smart phones and advanced capabilities such as location awareness and connectivity will help propel location-targeted mobile advertising revenues to $6.6 billion in the U.S. this year, according to BIA/Kelsey’s U.S. Local Media Forecast 2015. BIA/Kelsey explores this opportunity, particularly as it applies to national brands, franchises and multi-location businesses, in a new insight paper titled, “Think Global, Target Local: Multi-Location Advertising in the Mobile Age.”

The local targeting objectives of national brands, franchises and multi-location businesses have led to a renaissance in local media and advertising, with an entire ecosystem of support industries, vendors and independent developers. The firm forecasts national brand spending will represent 43 percent of location-based advertising by 2018, representing $68 billion in spending.

“Nowhere do ‘national’ and ‘local’ come together more than with multi-location businesses,” said Michael Boland, VP, content, BIA/Kelsey. “They are inherently national in their footprint and resources, but they are local in that they compete for customers in the local markets where they are present. This makes them a significant participant in the local advertising ecosystem.”

Key themes from the report will be covered within the program of the upcoming conference, BIA/Kelsey NATIONAL, which takes place March 25-27, in Dallas. The conference will focus on how local has evolved as an important channel for national players who are targeting locally.

The initial list of speakers for BIA/Kelsey NATIONAL includes keynoters Jon Czaja, director, small business (North America), Facebook; Aaron Goldman, author and CMO, Kenshoo; and Karen Traversi Kovaleski, CEO, Geary LSF. The current list of speakers, agenda and additional conference information is available at

The “Think Global, Target Local” insight paper is available to clients of BIA/Kelsey’s advisory services. For information on purchasing the report, please contact

About BIA/Kelsey

BIA/Kelsey advises companies in the local media space through consulting and valuation services, research and forecasts, Custom Advisory Services and conferences. Since 1983 BIA/Kelsey 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/Kelsey’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, Twitter ( and Facebook ( Stay connected by subscribing to the firm’s bi-monthly newsletter.

For more information contact:

Eileen Pacheco
For BIA/Kelsey
(508) 888-7478