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Verve Releases Local Mobile Index™ Report

By CrossCut News
Local Mobile Ad Spends Grew 82% in the 1st Quarter

San Diego, CA and Washington DC – June 27, 2011 – Verve Wireless, Inc. the leading mobile advertising platform for local media, released their quarterly Local Mobile Index report today which shows a significant increase in overall local advertising spending in mobile from the previous quarter.

Some key findings include:

- Automotive was the top category with 28% of local mobile ad spends
- St. Louis was the leading emerging metro area for local campaigns
- Wednesday is the biggest day for local content consumption on mobile
- Local display ads on Android platforms performed 52% better than on Apple’s iPhone®

Verve defines local advertising spends as small and medium businesses purchasing mobile media within their respective markets. It does not include national advertisers spending in specific local markets, which Verve instead classifies as national advertising.

“Even we were surprised by the substantial increase in local ad spend,” states Greg Hallinan, Chief Marketing Officer for Verve, “we expected growth, but an 82% increase really demonstrates how fast local ad dollars are shifting to mobile. In some respects, ‘Main St.’ is moving faster than ‘Madison Ave.’ into mobile advertising.”

Verve’s Q1 Local Mobile Index™ seems to substantiate the recent analysts forecasts calling for U.S. Mobile Local Ad Revenues to Grow From $404 Million in 2010 to $2.8 Billion in 2015. (BIA/Kelsey-06.11)

The Verve Local Mobile Index (LMI) is a quarterly report showing the latest trends and insights in local mobile advertising. Derived from data collected on the Verve Network during Q1 2011, the report pulls from the more than 60 million active local mobile users consuming more than 1 billion pages of mobile content, along with analysis of over 3,900 local campaigns placed during the reporting period. Data is a combination of Omniture, comScore, and Verve reporting.