BIA/Kelsey’s new U.S. Local Advertising Forecast 2018 projects total local ad revenue in the U.S. will reach $151.2 billion in 2018, up from $140.9 billion this year, representing a growth rate of 5.2%. Traditional media will comprise 64.7% of the revenue, with online/digital securing 35.3%, states TV NewsCheck, with added that local television “continues as second largest category (after direct mail) at 13.8% of that $151.2 billion total ($20.8 billion). It also continues to be the largest player (more than 60%) in the local video advertising market. Revenue growth within the total local video advertising segment will come from local mobile video (growing to more than $1 billion) and local online video (increasing to more than $2 billion).

“Mobile moves into third place with $19 billion, representing 12.6% of local advertising spend in 2018. This category will grow to 19.2% by 2022. Adoption of mobile local advertising tactics (e.g., geo-fencing, click-to-call and click-to-map) continues to grow among national advertisers that tend to gravitate toward effective, increasingly available and currently undervalued mobile local ad inventory.”

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