Marketers are missing an opportunity by not optimising for mobile users.
Local search is anticipated to drive the overall advertising spend on mobile search & discovery to about $16.8bn by 2018, up from an anticipated $6.4bn last year, a new report finds.
Juniper Research’s latest Mobile Search & Discovery: Market Prospects 2014-2018 report noted that mobile web search would continue to dominate the adspend, with the advertising in local search apps to be the fastest growing market segment.
The report also added that enhancements to, and wider deployments of, location-based technologies including GPS and smartphone map apps are mainly fuelling the growth in local app adspend.
Further, the research firm projected that Augmented Reality Search, which is a subset of local search, would also experience a strong growth with growing awareness of the technology, even though from a very small base.
North America, which is recognised as the biggest in terms of adspend on mobile search in 2013, would soon be replaced by the Far East & China by 2018.
In addition, both search engines and device makers would work to build up natural language search solutions, fuelling usage of intelligent personal assistants for instance Apple’s Siri.