Palm Pre Users Have Seen Mobile Ads and BlackBerry Storm Hits 15

Millennial Media, April SMART mobile ad study showed that Palm Pre users saw ads and the BlackBerry Storm entered the top twenty.

Device Highlights:

iPhone/iTouch impressions grew 8% month over month set new network-wide record.
Apple edged out LG as the #2 device manufacturer.
Initial Palm Pre impressions showed up on the network, as Palm apparently started to seed the market pre-consumer launch; and the Blackberry Storm cracked their top 20 mobile phone list at number 15.
QWERTY surpassed the traditional keypad as the top input mechanism for mobile; while Touch/ QWERTY combined input devices (like the G1) doubled month over month.

Millennial Media now reaches approximately 31.8M or 56% of U.S. Mobile Internet users (57.3M users according to Nielsen´s March Mobile Report Standard Metrics).

54% of campaigns utilized frequency capping, up from 42% in March.

The average number of ad requests per page view was 1.08.

46% of post-click actions leveraged device application functionality (AppStore, Watch Video, Place call), while 56% utilized mobile web-based browser interaction.

Stronger adoption of behavioral targeting shifted campaign activity from Demographic to Audience Targeting (increased 4X month over month).

66% of campaigns drove users to specific microsites or expanding rich media ad units.

18-24 year olds who were exposed to a mobile campaign had a 9X increase in purchase intent.

78% of publishers provided some level of geographic information.

The April SMART once again displays that mobile advertising is continuing on the path to becoming a spending imperative for brand advertisers," said Paul Palmieri, president and CEO, Millennial Media. "Brands saw particularly good dividends on spend in custom subnet and audience targeting. Additionally, increasingly effective campaign targeting, which resulted in stronger interaction rates, continued to represent more effective spend than online."

Millennial Media´s April SMART data was compiled from actual campaign and network traffic. The company´s reach, campaign analysis and CPEU™ calculation methodology can be found within the April SMART. To register to receive Millennial Media´s monthly Scorecard for Mobile Advertising Reach and Targeting, go to http://www.millenialmedia.com/research.