According to Millennial Media’s U.S. Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.) report for September, six verticals saw triple-digit year-over-year growth in mobile advertising revenue.
The report shows that finance (+802 percent), retail/restaurants (+745 percent), telecommunications (+719 percent), travel (+411 percent), armed forces (+372 percent) and entertainment (+315 percent) all saw triple-digit growth in the third quarter compared to the same quarter last year.
Each of these verticals were among the top 10 advertising verticals by spending in the third quarter, with entertainment topping the list (up from No. 3 in the second quarter). It was followed by telecommunications at No. 2 (unchanged from the prior quarter), retail/restaurants at No. 3 (No. 7 in the prior quarter), travel at No. 4 (No. 5 in the prior quarter), portals/directories at No. 5 (No. 1 in the prior quarter), dating at No. 6 (No. 4 in the prior quarter), education at No. 7 (No. 8 in the prior quarter), automotive at No. 8 (No. 9 in the prior quarter), finance at No. 9 (No. 10 in the prior quarter) and CPG (No. 6 in the prior quarter).
Millennial Media also notes that 12 percent of advertisers used rich-media creative in the third quarter, and that 1.02 ads were requested per page view. Also, the average user had 128 monthly page views during the quarter and spent 4:46 (min:sec) in each session.
In light of Breast Cancer Awareness Month, Millennial Media focused on some stats specifically regarding mothers and found that 32 percent of moms own a smartphone in 2010, up from 20 percent in 2009. Also, 32 percent say they use the mobile Internet once a week in 2010, up from 20 percent in 2009.
Sixty-six percent of moms send/receive text messages at home and 34 percent somewhere else; 57 percent listen to music on their mobile phones at home and 43 percent elsewhere; 53 percent play mobile games at home and 47 percent do so somewhere else; 50 percent use the mobile Internet to visit websites at home and 50 percent somewhere else.
The report also highlights that 46 percent of mobile campaigns were mean to drive traffic to sites, while 33 percent were custom landing pages and 21 percent were application downloads.
Of all campaigns on Millennial’s network, 30 percent were “Place Call” campaigns, while 28 percent were “Submit Form” and 25 percent were “Watch Video.”
Meanwhile, 44 percent of campaigns were using targeted-audience methods in the third quarter. Of these, 42 percent were geo, 37 percent were demographic, 15 percent were behavioral audience and 6 percent were audience takeover.
Source:
http://www.millennialmedia.com/wp-content/images/SMART/MillennialMedia-SMART-September-2010.pdf
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