Millennial Media’s Mobile 2011 Q3 Report
Gail Chiasson, North American Editor
Mobile spending in six verticals experienced triple digit growth or greater year-over-year growth, according to Millennial Media’s 2011 Q3 report, with finance taking over the #1 spot in the U.S. Top 10 and #4 spot in the Top 10 international vertical rankings.
The Technology vertical experienced explosive growth of 687% year-over-year, demonstrating strong vertical growth outside the Top 10, as well. This is an indication that more advertisers are growing their investment in mobile advertising, notes the report.
Finance grew 356% year-over-year. In Q3, banking advertisers ran campaigns to raise the awareness of their products and services, while insurance and credit card brands heavily used mobile to generate leads.
Entertainment experienced a 145% growth year-over-year and ranked in the #2 (U.S.) and #1 (international) spots on the Top 10 Advertising Vertical Rankings. In Q3, advertisers in the Entertainment vertical leveraged mobile to create awareness of summer blockbuster movies and DVD releases as well as promoting upcoming TV series premieres.
Consumer packaged goods ranked #5 on both Top 10 Advertising Vertical Rankings in Q3 with a year-over-year growth of 378%. CPG advertisers leveraged mobile to drive product use by providing recipes and product usage tips. CPG brands also used mobile to engage customers through gaming or social media campaigns.
The report noted that brand advertisers are increasing their investment in interactive mobile video advertising to drive brand awareness.
Advertisers bought on a national scale in Q3, while driving consumers to local retail outlets to complete their purchase, by using smart targeting strategies on mobile. When in stores, consumers used mobile sites and apps that enabled them to conduct on-the-spot research, such as comparing item prices and reading product reviews. During the summer months, brands further used mobile as a mass media solution. Mobile enabled these brands to reach audiences at scale, while also delivering timely and relevant advertisements for popular seasonal destinations.
The Top Campaign Goal in Q3 was sustained-in-market presence, representing 34% of the advertisers’ campaign goal mix, up 21% quarter-over-quarter. Brands with the goal of sustained-in-market presence drove consumers to social media sites to download applications and to play branded games as a strategy to engage customers and increase brand loyalty.
Advertisers using targeted audience campaign methods (behavioral and demographic, and local market) represented 45% of the campaign targeting mix in Q3.
Alcoholic beverage brands used demographic targeting to reach customers who are over 21, while automotive advertisers used behavioral targeting to reach customers who have previously engagement with their brand.
Application download grew 22% quarter-over-quarter. As Smartphone adoption continues to increase and Tablets gain popularity, advertisers are creating applications that have all the functionality available on their website with a simple, easy-to-use navigation. and drive customers to retail outlets to complete their purchase.
mCommerce grew 17% quarter-over-quarter. In Q3, Entertainment and Retail brands used
mobile campaigns to drive mobile purchases of movie tickets, DVD purchases, clothing, shoes, and accessories.
Gaming applications have been the number one Application category on Millennial Media’s platform for over a year. They continue to grow, representing 34% of the application impressions, a 26% increase quarter-over-quarter.
There are many more interesting facts and figures in the report which can be downloaded here without cost.
The Scorecard for Mobile Advertising Reach and Targeting delivers monthly insights on key trends in mobile advertising based on actual campaign and network data from Millennial Media Inc.. The company partners with major carriers, media networks and top-tier publishers to deliver the largest data set of any third-party U.S. mobile advertising network.
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