Chantilly, Va. – Local advertisers are expected to continue
their steady migration to digital media platforms over the next few years,
according to a new forecast from BIA/Kelsey.
The advisory firm expects online
and interactive ad revenue to climb to $42.5 billion by 2015, almost double the
$21.7 billion generated last year.
The growth coincides with anticipated
improvement in the U.S. economy and a continued rise in overall local
The firm said that digital advertising — delivered through
mobile, Internet or other electronic methods — will account for 23.6% of all
local ad spending by 2015.
"As the business climate improves and advertisers
step back into the market, they are gravitating to digital options that perhaps
were not as mature before the recession began," said Tom Buono, the CEO of
"Our analysis indicates that as advertisers move to online,
mobile and, particularly, the variants of social media, we are fast approaching
a tipping point where digital media will soon become a dominant segment of the
local advertising marketplace."