MarketingBeyond

Michael Boland of Kelsey Group Talks About Mobile Advertising Future

Mobile Advertising Growth Forecast: Michael Boland Podcast

Mobile Advertising Growth Forecast: Michael Boland Podcast

Michael Boland, a senior analyst and program director for The Kelsey Group’s Mobile Local Media Forecast Division, is an expert in mobile advertising market research and the mobile industry.

Since joining The Kelsey Group in 2005, Mike has been instrumental in covering the local online space for Interactive Local Media practice.

Mike is a frequent speaker and organizer at top industry conferences including Kelsey Group events, search engine strategies and others. He has authored in-depth reports on the changing local media landscape including online video, social networking and mobile.

He contributes regularly to highly read online news sources such as Search Engine Watch and Huffington Post. A trusted source for reporters covering the interactive media space, his comments have appeared in major news and trade media, including the Wall Street Journal, Fortune and Forbes.

The Kelsey Group is the leading provider of strategic research and analysis, data and competitive metrics on Yellow Pages, electronic directories, local search, SMB advertising and local media.

The Kelsey Group’s Mobile Local Media Forecast for mobile advertising (2008-2013) is highlighted in the report “Going Mobile: The Mobile Local Media Opportunity.

Kelsey’ s projections, quoted in Mobile Marketer, are  $330M in 2009; $720M in 2010; $1.5B 2011;  $2.3B in 2012; $3.1B in 2013, 20X $160M in 08; search: $81M in 09; $242M in 2010, $564M in 2011 & $905M in 2013.

In the podcast, Mike discusses local mobile search advertising trends, including advertising revenues changes from traditional media (radio, television, newspapers) to mobile (SMS, display and search). SMS still dominates, but local search is growing faster, and traditional media area adopting mobile marketing as another channel for revenue growth.

Hear it on MobileBeyond.

Is Advertising Necessary?

Mobile advertising continues its relentless growth, while Internet revenues are falling. As with print advertisers, especially newspapers, that continue losing revenue to online placement, the community of mobile advertisers, mobile ad networks and mobile publishers is dominating worldwide advertising. So much for mobile.

But this post goes beyond mobile ads. It’s about the necessity of  any advertising.  Periodically, we should expose our minds to opposing opinions and views that contradict–and even imperil–our business models.

Such is the case with Eric Clemons at The Wharton School of the University of Pennsylvania. Clemons just posted an article (available in PDF form) on TechCrunch. His predictions about the demise of PC-based Internet advertising and his comments on social media and mobile ad personalization are controversial with a grain of truth and 100 grains of speculation and flabbergast.

Clemons generally opposes advertising “pushed” to potential customers who haven’t requested the ads. He believes that Internet and other advertising is similar to email spam and non-participatory, shatters the Internet experience and will ultimately fail. In Clemons view, pushing ad messages to people not seeking them is a grave sin.

The full story on IM-Mobile