The latest Millennial Media SMART Report features a quarterly review of campaign targeting and engagement data as well as advertising vertical rankings and growth. Entertainment and finance grew the most.
Many moms have smartphone and are using them often. Thirty-two percent of moms own a smartphone in 2010 vs. 20% in 2009 (a 60% increase). Thirty-two percent say they use the mobile internet once a week in 2010 vs. 20% in 2009 (a 60% increase).
Millennial Media's Mobile Reach & Quick Stats
Millennial Media's U.S. unique audience increased to 73.5M unique
users; Millennial Media continues to reach more than 8 out of 10 Mobile
web users.
Advertisers are continuing to engage in a deeper mobile experience with
consumers; 12% incorporated rich media elements in their campaigns in Q3
2010.
- Vertical Snapshot & Growth - Q3 in Review - this month's report includes a year-over-year look at advertising
vertical growth. Six advertising verticals have experienced triple
digit year-over-year growth. Interestingly, most of the verticals that
experienced this tremendous growth were in the Top 10 Advertising
Vertical rankings in Q3 2009 and Q3 2010. This incredible growth
year-over-year in our consistent top advertising verticals is a clear
indicator of advertisers' commitment to investing in a persistent mobile
presence. - Entertainment claimed the number one spot in the Q3
Top 10 Advertising Verticals and has grown 315% year-over-year. This
growth can largely be attributed to brands in this space embracing
mobile to promote and sell products beyond the initial theatrical movie
release to include both DVD and VOD releases. - The Finance
vertical year-over-year has seen explosive growth of over 800%. Banking
and financial institutions have experienced great success in developing
persistent mobile websites and applications to promote their electronic
products and services.
Engagement & Targeting
Application Download as a Campaign Destination, represented 21% of the
Campaign Destination Mix in Q3. Retail brands are designing rich-media
elements and applications to promote products and services in
preparation for the holiday shopping season.
Traffic to Site remained the primary campaign destination in Q3 - with
a three-month average of 46%. Custom Landing Page grew 8% in September
to represent 33% of campaigns on our network in September. These two
Campaign Destinations accounted for 79% of the destinations on our
network in Q3, representing advertisers' investment in directing
consumers to a mobile web destination.
The trend of advertisers using Targeted-Audience campaign methods (GEO,
Demographic, Behavioral Audience and Audience Takeover) was evident in
Q3 with 44% of campaigns on our network leveraging these methods.