Local mobile advertising grows significantly 1st quarter of 2011

Verve Wireless, Inc. the leading mobile advertising platform for local media, released their quarterly Local Mobile Index report which shows a significant increase in overall local advertising spending in mobile from the previous quarter.

Some key findings include:

  • Automotive was the top category with 28% of local mobile ad spends
  • St. Louis was the leading emerging metro area for local campaigns
  • Wednesday is the biggest day for local content consumption on mobile
  • Local display ads on Android platforms performed 52% better than on Apple’s iPhone®

Verve defines local advertising spends as small and medium businesses purchasing mobile media within their respective markets. It does not include national advertisers spending in specific local markets, which Verve instead classifies as national advertising.

“Even we were surprised by the substantial increase in local ad spends,” states Greg Hallinan, Chief Marketing Officer for Verve, “we expected growth, but an 82% increase really demonstrates how fast local ad dollars are shifting to mobile. In some respects, ‘Main St.’ is moving faster than ‘Madison Ave.’ into mobile advertising.”

Verve’s Q1 Local Mobile Index™ seems to substantiate recent analysts’ forecasts calling for U.S. Mobile Local Ad Revenues to Grow From $404 Million in 2010 to $2.8 Billion in 2015. (BIA/Kelsey-06.11)

The Verve Local Mobile Index (LMI) is a quarterly report showing the latest trends and insights in local mobile advertising. Derived from data collected on the Verve Network during Q1 2011, the report pulls from the more than 60 million active local mobile users consuming more than 1 billion pages of mobile content, along with analysis of over 3,900 local campaigns placed during the reporting period. Data is a combination of Omniture, comScore, and Verve reporting.

Download the complete report here

About Verve Wireless
Verve monetizes local mobile media. Our solutions help local media companies monetize their mobile inventory and enable advertisers to reach a valuable, premium audience where they live, work, and play. Over 1000 local publishers use the Verve platform to manage their mobile advertising businesses and help make their sales teams more effective. In addition, we bring incremental revenue to our publishers through our relationships with national advertisers, who value the Verve Network’s high quality local media companies, including the mobile outlets of recognized local media brands as well as newer digital-only local and hyper-local publishers. It is a brand-safe, editorially-driven, high-quality and transparent environment with market-leading targeting, creative and reporting capabilities. Only Verve has assembled such an extensive national footprint of high quality local media. Verve is located in Encinitas, CA and Bethesda, MD.

Source: Verve Wireless

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