Inside Radio covers radio's potential windfall in mobile advertising

Some great coverage in Inside Radio today on what mobile advertising can do for radio, if broadcasters are ready for it.

Consider that more than 234 million Americans (13+) use mobile devices, but advertisers have yet to spend more than 1% of their media budgets on mobile. The Mobile Marketing Association says mobile's share should grow to 10% over the next four years, and eMarketer says U.S. mobile ad spending will double this year alone. It's obvious a big change should be coming.

"BIA/Kelsey VP Mark Fratrick says radio is poised to do well in mobile because of it offers unique content and has cross-promotional opportunities and armies of local sellers," writes Inside Radio. "But to cash in on the mobile shift requires building out platforms, such as optimizing station websites for the mobile web in order to increase page views and impressions," as groups like Cox, CBS Radio, Entravision, and Emmis have.

Spanish-language radio is already seeing the windfall. An Entravision told Inside Radio that mobile is the company's fastest-growing revenue source, pacing 200% year-over-year, and is now 20% of Entravision and Spanish Broadcasting System interactive revenue. "Mobile will probably be our second biggest ad category outside of broadcasting within the next few years. Mobile is already showing signs that it will leap ahead of online display advertising with a 50% year-over year growth rate," Univision Radio EVP/Sales Lee Davis told the news source.

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