Facebook mobile use will drive social ad revenues
Mobile social ad revenues will grow at a faster pace than desktop social ad revenues to reach $1.47 billion by 2016, according to a new report from BIA/Kelsey.
The fall update to BIA/Kelsey’s U.S. Local Media Forecast reveals that, although mobile social advertising is expected to grow quickly, it will still struggle to capture full revenue share because of several limitations. This is the first time BIA/Kelsey has broken out mobile numbers within its social advertising forecast.
“Right now, mobile social ad revenue is a fraction of desktop spend and it remains a fraction of desktop spend for the life of this forecast,” said Jed Williams, program director for social local media at BIA/Kelsey, Chantilly, VA. “But if you look at the overall growth of mobile social advertising, it has the most explosive or volatile growth of all of the various components of social advertising.
“If you think about where consumers are from a platform perspective, they are on mobile increasingly,” he said. “And, if you think about what they are doing on mobile, increasingly a large share of that is social networking.
“So if you tie those together, wherever you fit in the business marketplace, you have to think about the nexus of those two ideas. You have to reach consumers on mobile devices and you have to reach them in effective ways where they are utilizing those mobile devices.”
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