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:
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.
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