02.24.2009 02:50 PM
Mobile DTV Poised for Rising Revenue Wave
PRINCETON, N.J.: Mobile ad revenues will hit $3.1 billion in 2013, up from $160 million last
year, according to research from The Kelsey Group, a division of BIA. The rise
represents a compound annual growth rate of more than 81 percent. Over the same
five-year period, Kelsey predicts revenues generated by local search
advertising will growth from $20 million to $1.3 billion--a CAGR of nearly 131
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,” said Kelsey’s Michael Boland.
The numbers bode well for broadcasters on the cusp of launching mobile DTV. In
January, 63 TV stations in 22 markets revealed plans to launch mobile DTV this
year. The biggest question about the new platform is how to make money from it.
Skeptics note that cell phone companies have yet to make money from their own
mobile video services. Proponents contend that the local content inherent in
broadcast television will lend itself to ad-supported searches.
Geodelic, a start-up in Santa Monica, Calif., makes a software application
geared toward local ad-supported search. The technology was demonstrated at the
recent Hollywood Post Alliance Tech Retreat in Palm Springs, Calif. A
Geodelic-enabled handheld uses global positioning to determine its coordinates,
then provides information on nearby businesses. The businesses are divided
categorically, e.g., restaurants, gas stations, lodging, etc.; and are
displayed in a readable, 3D-like carousel.
With regard to mobile searches, Kelsey says those with “local intent” will
increase from 28 percent last year to 35 percent by 2013. It also noted that 25
percent of people using the Internet are doing so from handheld devices.