Michael Boland

Michael Boland

Senior Analyst

BIA/Kelsey

Articles by Michael Boland

The Mobile Local Opportunity, By the Numbers

Geo-Precise Ad Targeting Q1 2012 vs 2013

One of the highest performance-driving factors will be effective location targeting. That's not just geotargeting, but a holistic location strategy, including things like ad copy and tangible calls to action like phone calls and directions.

Mobile & Local Join the Big Data Movement

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A new batch of companies are bringing more data into the picture by layering in historical behavior, demographics, or users' movements. The goal is to bring more context to a given device, or to a spot on the map. Call it big data meets local.

Mobile Forecast: Local Dominates Ad Spend

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Location targeted ads represent under half of mobile ad dollars, growing to almost 2/3 by 2016. This measures mobile ads shown based on location, geo-modified search term, or those who have geographically relevant ad copy or calls to action.

Customers Are Mobile, Now Retail Must Follow

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The online-offline gap has long been a challenge for Internet marketers. Now it appears that the previous paradigm – researching online for real-world purchasing – is beginning to flip the other way, with the rise of "showrooming".

Trover: Local Search and Discovery Through Images

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Trover is a new mobile local discovery app built around geotagged images. Trover’s CEO discusses possible futures for crowdsourced location-based search directories and the potential these new platforms to deliver more relevant, personalized ads.

Google's Battle for the Mobile Web

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Google and optimized mobile websites win by way of more traffic and searches. The latter slowly happens with the reinforcement of the quality of the mobile web. As more mobile sites are built, guess who will want to index and make sense of it all.