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Research: Mobile is going to take over the local ad market

Kip Cassino, Executive VP at Borrell Associates has some big projections for where mobile advertising is going in the next few years. Speaking at the Borrell Associates Local Online Advertising Conference in New York City, Cassino talked about the disruption taking place online, thanks to mobile.

Today, reported Cassino, 15 percent of online ad sales are going into mobile. By 2015 that will be 64 percent. “The devices will change,” said Cassino. “Apple, by selling the iPad, is now the largest computer company in the world. By 2015, the purchase of tablets and other forms of media will all but replace the desktop.”

Speakers at the conference are, by their own admission, tired of saying “this is the year for mobile.” Last year was the year. So was 2009 and so will be 2012. But it’s clear this is something that is essential for locals, and that moving ahead in your market with a mobile strategy is only an option if you’re seeking irrelevance.

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