SoLoMo, Social Local Mobile Advertising has altered the marketing landscape for local advertisers. See how the trends impact budgets and strategies on a local level.

1. SoLoMo
Social, Local, Mobile
AAF Luncheon, San Angelo, March 26

2. The Rise of Mobile
The smartphone has
evolved from phone
to communication
tool, to connected
device, to 3rd screen .

3. Mobile/Tablet Operating System Market Share

5. MARKETER CHALLENGE:
HOW DO YOU REACH
CONSUMERS WITH
THE RIGHT MESSAGE
AT THE RIGHT TIME AND….
ON THE RIGHT DEVICE

6. IMPLICATIONS FOR
CONSUMERS
IMPLICATIONS FOR
ADVERTISERS

8. Platform
Agnostic
Design
The Message & The Medium

10. of mobile internet users
go online mostly using
their phones, and not
using some other device
such as a desktop or
laptop computer.
34%
Source: Pew Research, 2013

11. Mobile Trends
The shift from desktop
to mobile, whether
smartphone or
tablet, is happening
across a variety of
activities,
including social
networking and digital
video viewing.
Source: eMarketer March 2014

12. Total time spend on
mobile devices (other
than phone calls) has
increased from 24
minutes to more
than 2 hours in
three years.
Source: eMarketer March 2014
Mobile Trends

13. Mobile Ad Spend
In 2014, mobile ad spend is on pace
to rise 75.1% to $31.45
billion, accounting for nearly one-
quarter of total digital ad spending
worldwide.
Source: eMarketer March 2014

14. $8.76
$17.96
$31.45
$45.85
$61.40
$77.67
$94.91
2012 2013 2014 2015 2016 2017 2018
Mobile Internet Spending Worldwide, 2012-2018
Billions and % change
Mobile internet ad spending % Change
Note: includes display (banners, video & rich media) and search; excludes SMS, MMS, P2P messaging-
based advertising; includes ad spending on tablets.
Source: eMArketer, March 2014
119.5%
105.0%
75.1%
45.8%
33.9%
26.5%
22.2%

15. Mobile… Social.
Source: eMarketer March 2014
In 2012, Facebook
accounted for just
5.4% of the global
advertising market.
In 2013, that share
increased to 17.5%.
In 2014 it is predicted to rise
to 21.7%.

16. Mobile… Local.
As the number of
visitors to sites via
mobile devices
continues to
grow, local search plays
an even more
significant role.

17. Mobile… Local.
Consumers’ number one
activity on mobile devices is
search. nearly 86 million
people now seek local
business information on their
mobile phone in the U.S.
alone.
Source: ComScore study 2013

18. Mobile… Local.
As the mobile market
continues to
grow, businesses of all
types need to
fundamentally rethink
how they engage with
local customers.
Source: ComScore study 2013

19. Mobile… Local.
Mobile phone searchers over-index in saying they found maps, driving
directions, and distance to the business helpful features on mobile sites.
Source: ComScore study 2013

20. Email Marketing 72%
Events 59%
Online Ads 57%
Offline Ads 47%
Social Media & Social Ads 73%
Channels in Which Hypergrowth SMBs* in North America
Have Increased Spending
% of Respondents
Note: *that have experienced significant increase in overall
revenue vs. prior year.
Source: Linkedin *Priming the Economic Engine: How Social
Media is Driving Growth for Small & Medium Business (SMBs)
In partnership with TNS, Feb 12, 2014.
A 2013, 73% spend
increase by SMBs in
social media and social
ad space points to the
local growth and
penetration in local
markets by social mobile
Keep an Eye On Small Business!

21. Social…LocalSmall, local businesses have
found the value of using SM
to reach out to their local
market.
With geo-fencing and niche
targeting
capabilities, mobile and
social provide
accurate, affordable
inventory.
Geo-fencing is a system that
allows advertisers to pick
highly specific points of
longitude and latitude to
put a “fence” around, and
target.
Real-time insight across
hundreds of millions of
smartphone and tablet
devices lets us
anticipate and
influence audience
behavior.

22. Geo-fencingThe precision that geo-
fencing gives advertisers
is extremely useful for
local, social reach.
A local business can
target areas of
community congregation
such as sporting
events, conventions, mall
s, concert halls, and/or all
of their respective
parking lots.

23. Case Study
Whole Foods needed a local, mobile solution to increase
awareness and drive visitors to store Grand Openings.

24. Working with our
mobile ad
publishers, Broad
Street created rich
media ads targeted at
a 5 mile proximity to
new stores.

25. Users had the option
to “click to call” or to
find driving directions
in their native map
application.

26. Results:
1.2 million
customers reached
Source: ComScore study 2013
6,840 customers
engaged with the
ad unit
1,845 customers
called or looked for
directions
All within a 5
mile radius
of the store.

27. Charlie Ray
President
(512) 275-6227
charlie@broadstreetco.com
@BroadStreet
Facebook.com/BroadStreetCo
Broad Street Co.
2905 San Gabriel Street
Suite 300
Austin, Texas 78705
164 Market Street
Suite 266
Charleston, SC 29401