App Download, Enrollment and Video Are the Most Popular Mobile Post-Click Campaign Actions

According to Millennial Media’s S.M.A.R.T. Report for July, “application download,” “enroll/join/subscribe” and “watch video” were the top mobile post-click campaign actions. For the travel ad vertical, “application download” was far and away the most popular post-click action.

The report showed downloading applications accounted for 31 percent of the post-click campaign action mix. This was matched by 31 percent for enroll/join/subscribe and 31 percent for watching videos.

Watching videos grew 69 percent month-over-month and was heavily used by the entertainment vertical to promote new movie releases and premiers of summer TV shows, according to Millennial Media.

Separate numbers from comScore show that for the three-month average ending in June, 61.8 percent of U.S. mobile users who watched TV/video on their phones were male, while 38.2 percent were female.

comScore also showed that 31.8 percent of these mobile video watchers were ages 25-34, while 21.9 percent were 18-24 and 20.6 percent were 35-44.

According to Millennial Media, traffic to site was the most popular campaign destination, accounting for 54 percent of the mix. Application downloads followed with 27 percent – its growth reflects advertisers using mobile to drive increased consumer engagement through app usage. The remaining 19 percent of the campaign destination mix went to custom landing pages.

Sustained in-market presence accounted for 30 percent of advertiser campaign goals in July, according to Millennial Media. Meanwhile, lead gen/registrations accounted for 22 percent, brand awareness accounted for 16 percent, increased foot traffic accounted for 14 percent, product launch/release accounted for 13 percent and site traffic accounted for 5 percent.

Millennial Media spotlighted the travel ad vertical in its report, revealing that sustained in-market presence accounted for 79 percent of travel campaign goals.

Booking sites accounted for 47 percent of the travel vertical mix in July, trailed by hotels and resorts with 21 percent, amusement parks with 20 percent, tourism with 7 percent, transit with 4 percent and cruises with 1 percent.

Application downloads accounted for a whopping 86 percent of post-click campaign actions. Enroll/join/subscribe was a distant second with 14 percent.

When it came to mobile campaign targeting methods, 56 percent of advertisers on Millennial Media’s network chose broad reach, while 44 percent chose targeted audience reach.

Of the latter group, local market audience targeting accounted for 67 percent of the mix, followed by demographic audience targeting with 25 percent and behavioral audience targeting with 8 percent.

Sources:

http://www.millennialmedia.com/wp-content/images/SMART/MillennialMedia-SMART-July-2011.pdf

http://www.comscoredatamine.com/2011/08/whos-watching-video-on-their-mobile/