US Mobile Search Ad Spending, 2013-2018
Billions and % of digital search ad spending*
Note: includes advertising on search engines, search applications and carrier portals; ad spending on tablets is included; *includes contextual text links, paid inclusion, paid listings (paid search) and SEO
Source eMarketer, Sep 2014; confirmed and republished, Dec 2014
As mobile usage, as well as local mobile search, continues to grow, BIA/Kelsey predicts mobile local ad spending will grow accordingly, quadrupling by 2019.
More interestingly, however, are BIA/Kelsey's predictions that the next frontier of search and Internet usage will no longer be a battle of desktop vs. mobile (given mobile has well and truly won). Nor will it be a question of smartphone vs. tablet or display vs. apps - it predicts the next big player on the scene will be wearables.
When it comes to wearables, there is so much information available that this opens up a new realm of possibilities. Ads can be targeted according to a consumer's physical location, level of physical activity, and even sleeping habits. BIA/Kelsey are calling it the "Connected Me" of local search, predicting that this will be the closest thing to the "nirvana of closed loop marketing."
Information provided by wearables creates an entirely new way to reach consumers. Where local search as it currently stands might cover things like business hours, address details, etc., incorporating data from wearables will allow advertisers to suggest customers have a treat if they've met their daily activity goal or promote offers and discounts based on recent activity. Data gathered from wearables could create the ability to deliver tailored ads and marketing campaigns that are more relevant and personalised than ever before.
Whether you focus on marketing, advertising, sales, SEO, social media, or app development, there's no denying that mobile needs to be a factor in your decision making. As consumers change the way they use technology, businesses need to change the way they're reaching consumers. They should be strategising how to gain customers through targeted search ads, mobile sites, apps and, potentially one day, through wearables. Some businesses might still be considering mobile as an "add-on" when planning their digital strategy, however those who embrace mobile and deliver what their customers want and need will ultimately be the most successful.