Kelsey Mobile Forecast Gets It Wrong

From MediaWeek:

In five years, more than half of mobile advertising, or 56 percent, will be spent on local search, even though local search will make up a little over 35 percent of all searches, according to [The Kelsey Group].

As bullish as we are on local/LBS and search, unless you define "search" in the most expansive way possible these numbers are incorrect. Mobile is going to see a broad and diverse array of ad and marketing spending, some of which will fall into search but it will run the gamut:

Local/offline will be a component of many if not most mobile campaigns but that doesn't mean "search" exactly.