BIA's The Kelsey Group Forecasts U.S. Mobile Local Search Advertising Revenues to...

BIA's The Kelsey Group Forecasts U.S. Mobile Local Search Advertising Revenues
to Reach $1.3B in 2013

First major report from Kelsey's new Mobile Local Media practice outlines the
scope of the mobile local market opportunity and presents the firm's five-year
outlook.

PRINCETON, N.J. Feb. 24 /PRNewswire/ -- U.S. mobile advertising revenues
(search and display) will grow to $3.1 billion in 2013, from $160 million in
2008, representing a compound annual growth rate (CAGR) of 81.2 percent,
according to The Kelsey Group (www.kelseygroup.com), a division of BIA
Advisory Services, LLC (www.bia.com). During the same period, the firm
forecasts mobile local search advertising revenues will increase from $20
million to $1.3 billion, a CAGR of 130.5 percent.

"As mobile data consumption rises, we expect local marketing to be a big
winner," said Michael Boland, program director, Mobile Local Media (MLM), The
Kelsey Group. "There is a strong correlation between local search and the
mobile use case, which will cause a good portion of the ongoing mobile
application boom to focus on local."

The Kelsey Group's Mobile Local Media Forecast (2008-2013) is highlighted in
the report "Going Mobile: The Mobile Local Media Opportunity," distributed to
clients of the firm's new MLM advisory service. Additional findings covered in
the report include:

-- The percentage of mobile searches that have local intent will increase
from 28 percent in 2008 to 35 percent in 2013.
-- Currently there are 54.5 million mobile Internet users in the United
States, representing 25 percent of online users.
-- Approximately 15 percent of iPhone applications are local.

"We've been covering the mobile local space for some time within our
Interactive Local Media practice," said Neal Polachek, chief executive
officer, The Kelsey Group. "The trend lines for usage, revenue and application
development indicate a turning point that compels us to devote more resources
and deepen our coverage of this market segment. Our MLM practice will focus on
mobile as a critical and key driver in the overall transformation of the
advertising industry."

"The most critical emerging media venue is mobile. Having Kelsey now able to
provide insights into this arena coupled with their expanded view of the
market will make them an even more important source for the industry going
forward," said Scott W. Klein, CEO, Idearc Media.

Mobile Local Media Advisory Service
"Going Mobile: The Mobile Local Media Opportunity" is available to clients of
Mobile Local Media, The Kelsey Group's new advisory service. MLM provides
research and analysis of mobile content, delivery (bandwidth and access
device), consumer usage and advertiser adoption of mobile platforms for local
media companies, mobile carriers, handset developers, application developers,
search engines, directory publishers, advertising agencies/ad
buyers/recommenders, intermediaries/resellers, individual advertisers and
mobile sector investors.

Upcoming MLM coverage includes reports on SMS; voice search; mobile and
traditional media; mobile marketing best practices; smartphone penetration;
mobile ad networks; "yellow mobile;" channel strategies; engagement,
conversion and ROI; mobile pay-per-call advertising; mobile operating systems;
mobile ad formats; mobile television, news and entertainment; point of sale;
mobile coupons; mobile application engagement; mobile integrated campaigns;
the "Netbook" phenomenon; localizing national advertising; and mobile social
networking. To learn more about MLM, visit
http://www.kelseygroup.com/services/mobile-local-media.asp, or contact Michael
Taylor at mtaylor@kelseygroup.com or (937) 610-6257.

About The Kelsey Group
The Kelsey Group, a division of BIA Advisory Services, LLC, is the leading
provider of research, data and strategic analysis on directories,
small-business advertising, online local media, vertical market advertising
and mobile advertising. As the premier analyst firm covering the directory
publishing community and the emerging local search marketplace, The Kelsey
Group provides advisory services (The Kelsey Report(R), Interactive Local
Media, Marketplaces and Mobile Local Media), publishing (Global Yellow
Pages(TM)), consulting (more than 400 individual assignments) and conferences
(74 events). For more information about The Kelsey Group, visit
www.kelseygroup.com. The Kelsey Group's Local Media Blog is located at
http://blog.kelseygroup.com and the company can be found on Twitter through
http://twitter.com/TheKelseyGroup.

About BIA Advisory Services, LLC
BIA Advisory Services, LLC, a subsidiary of BIA Financial Network, provides
research, data, analysis, and financial and strategic consulting to media,
telecommunications, technology, directory publishing, and local search
companies. BIA Advisory Services includes The Kelsey Group, experts in
traditional and online local media and advertising; BIA Research, providers of
competitive and comparative market information and analysis through data
services, specialized reporting, engineering studies and mapping; and BIA
Consulting, specialists in business intelligence and corporate growth
strategy, and the nation's leading communications appraisal and valuation
firm. Additional information is available at www.bia.com. BIA's blog is
located at http://blog.bia.com/bia/ and the company can be found on Twitter
through http://twitter.com/BIAfn.

SOURCE The Kelsey Group

Eileen Pacheco, for The Kelsey Group, +1-781-556-1026, eileen@tango-group.com;
or MacKenzie Lovings of BIA Advisory Services, LLC, +1-703-802-2992,
mlovings@bia.com