By 2016 local online, interactive and digital advertising revenue will reach $38.1 billion, according to BIA/Kelsey's Annual U.S. Local Media Forecast, 2011-2016 report released Monday.The analyst firm expects 12.4% compound annual growth rate (CAGR) between 2011 and 2016, compared with 0.4% CAGR for traditional advertising revenue. The report analyzes market segmentations such as ad revenues for search, display, and SMS.
...The analyst firm also forecasts that new forms of mobile and social advertising will drive demand, pointing to mobile advertising from Facebook, such as sponsored stories, ZIP code level targeting, and offers-based campaigns. And self-service tools will spur adoption. Google has begun to bundle mobile ad placement with AdWords search marketing, for example.