Report: U.S. local online ad revenue to reach $38.1 billion in 2016

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Chantilly, Va.—Local online ad revenue in the U.S. is expected to grow to $38.1 billion in 2016 from $21.2 billion in 2011, a 12.4% increase in compound annual growth rate (CAGR), according to a study by BIA/Kelsey. BIA/Kelsey projected that local search will grow faster than the overall search market, to $10.2 billion in 2016 from $5.7 billion in 2011 (+12.1% CAGR), while the U.S. local display market will outpace the overall display market, growing to $5.1 billion in 2016 from $2.4 billion in 2011 (+16.2% CAGR). “Overall, we remain very bullish on interactive spending, and especially on new mobile monetization methods like point-of-sale offerings that are showing performance improvements,” said Matt Booth, chief strategy officer and program director, interactive local media at BIA/Kelsey, in a statement. “In fact, we expect mobile growth to offset some of the slowing in core search and display in the outer years of the forecast.” BIA/Kelsey forecast total U.S. local media advertising revenue to reach $147.1 billion by 2016.
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