U.S. Mobile Local Advertising Revenues to Exceed $2B in 2014, According to BIA/Kelsey

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Related story from Smart Mobile: GE Capital Fleet Unveils Intelligent Ops Telematics Solution

Press Release:

EDEN PRAIRIE, remedy Minn., website like this Oct 04, 2010 (BUSINESS WIRE) — GE Capital Fleet Services today announced that it has launched Intelligent Ops(SM), an integrated business intelligence solution for operations and sales leaders who manage mobile personnel. The new solution, part of GE’s innovative Mobile Resource Intelligence(SM) telematics program, is designed to help customers drive significant profitability improvements through more efficient mobile operations.

Intelligent Ops helps business leaders transform enterprise and driver performance by evaluating mobile activities and costs against goals. With a simple click of the mouse, operations and sales leaders can now access mobile resource performance ranking by division, customer cost analysis and exception-based alerts for driver best practices and coaching opportunities. Feature-rich heat maps also deliver market coverage, activity and opportunity insight at-a-glance.

“The new Intelligent Ops solution will revolutionize the way business leaders think about and manage their mobile operations,” said Dyan Finkhousen, Mobile Resource Intelligence Strategy Leader for GE Capital Fleet Services. “We’re driving innovation into smart mobile technologies to help our customers exceed their business and fiscal goals and define a new standard of operational excellence.”

The Mobile Resource Intelligence program offers a suite of telematics-based business intelligence solutions. Unlike regular telematics programs, Mobile Resource Intelligence solutions are designed to provide business leaders with critical decision tools for their enterprise productivity, efficiency, compliance, safety and green objectives.

About GE Capital Fleet Services

GE Capital Fleet Services, based in Eden Prairie, Minn., is a global fleet management company with operations in the United States, Canada, Europe, Japan, Australia and New Zealand. Visit the Web site at www.gefleet.com or follow company news via Twitter (@GEFleetSvcs).

GE Capital offers consumers and businesses around the globe an array of financial products and services. For more information, visit www.gecapital.com or follow company news via Twitter (@GECapital). GE /quotes/comstock/13*!ge/quotes/nls/ge (GE 16.92, +0.02, +0.12%) is a diversified infrastructure, finance and media company taking on the world’s toughest challenges. GE operates in more than 100 countries and employs about 300,000 people worldwide. For more information, visit www.ge.com.
 

Newly released update to BIA/Kelsey’s U.S. Local Media Forecast also indicates total local advertising will reach $145.2 billion in 2014

CHANTILLY, Breast
VA. Sept. 28, sick 2010 –
U.S. mobile local advertising revenues will increase from $213 million in 2009 to $2.02 billion in 2014, neuropathist
representing a compound annual growth rate (CAGR) of 56.9 percent, according to a newly released update to BIA/Kelsey’s U.S. Local Media Forecast (2009-2014).

BIA/Kelsey defines mobile local advertising as advertising that is targeted based on a user’s location and/or advertising that is locally actionable. For large and small advertisers alike, location targeted ads will command premiums over non-local advertising, due to higher immediacy, consumer buying intent and conversion levels.

“We expect advertisers will be drawn to mobile marketing as the overall market shifts to digital ad platforms,” said Neal Polachek, president, BIA/Kelsey. “A lack of traffic to fulfill quotas on geotargeted ads will likely accelerate mobile Web site and application development by publishers.”

Regarding influencers of mobile ad growth, Michael Boland, senior analyst and program director of BIA/Kelsey’s Mobile Local Media practice added, “As we’ve seen in the online space over the past decade, tools will be introduced to democratize and localize the mobile ad buying process. Google has already begun to bundle mobile ad placements within its pervasive AdWords search marketing platform.”

BIA/Kelsey cites smartphone penetration, mobile Web usage and related increases in ad inventory as additional mobile ad growth drivers.

The Big Picture on Local Media

BIA/Kelsey expects total local advertising to grow from $130.6 billion in 2009 to $145.2 billion in 2014, representing a CAGR of 2.1 percent. Comprising total local advertising is traditional local media, which will decline from $115.1 billion in 2009 to $110 billion in 2014, a CAGR of negative 0.9 percent, and online/interactive local media, which will grow from $15.5 billion in 2009 to $35.2 billion in 2014, a CAGR of 17.4 percent.

Click here for the full press release.

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