Mobile Ad Dollars Will Top Direct Mail Spending in Local Media for the First Time

The gap is only going to get wider after 2022, according to BIA/Kelsey


Up until next year, direct mail advertising will have attracted the lion’s share of local ad budgets. But those days appear to be gone forever, according to BIA/Kelsey’s 2022 local media expenditures forecast.

Marketers will put $34 billion into local mobile advertising in 2022, local media researcher BIA predicts. That gives it a 21% share of the total $161.5 billion expected to be spent on local efforts next year. In contrast, direct mail will hold a 20.7

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