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Mobile ad spending to see big jump

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Chantilly, Va.—Money spent on mobile advertising in the U.S. is forecast to increase more than fourfold from the $790 million logged in 2010 to $4 billion by 2015, according to media research company BIA/Kelsey. A growing majority of mobile ad expenditures during this period will be devoted to local ads, according to the company. The $404 million in local mobile ad spending last year, about half of the current total, is expected to reach $2.8 billion by 2015, comprising 70% of overall U.S. mobile advertising expenditures by that time. Two factors are driving this trend, BIA/Kelsey said: Large companies exploiting the location-awareness and increasing penetration of smartphones, and small and midsize companies taking advantage of local sales and new mobile ad self-serve tools.
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