Sustaining In-Market Presence and Lead Gen/Registrations Were Main Mobile Advertising Campaign Goals in Q2 2011
Millennial Media recently released its S.M.A.R.T. quarterly report for Q2 2011 – its 50th mobile intelligence report. Included are projections for mobile advertising revenue by worldwide region, the top advertiser campaign goals and the top 10 global application categories.
Citing numbers from Gartner, Millennial Media points out that worldwide mobile advertising revenue will be $3.3 billion in 2011, more than double the $1.6 billion pulled in during 2010. Of this, $702 million will be seen in North America.
By 2015, worldwide mobile advertising revenue is expected to reach $20.6 billion, with $5.8 billion in North America.
The top 10 U.S. mobile advertising verticals in the second quarter of this year were: 1) retail and restaurants; 2) telecommunications; 3) finance; 4) entertainment; 5) automotive; 6) travel; 7) dating; 8) CPG; 9) portals and directories; 10) pharmaceuticals.
According to Millennial Media, finance experienced a year-over-year surge in spending of 1,095 percent in the second quarter of 2011, followed by retail and restaurants with a boost of 956 percent. Pharmaceuticals (+426 percent), automotive (+236 percent), entertainment (+234 percent) and travel (+145 percent) also saw big year-over-year growth.
The top advertiser campaign goals in the second quarter were sustained in-market presence and lead generation/registrations, each with 28 percent of the pie. Product launch/release followed with 17 percent, while brand awareness had a 14 percent response.
The report highlighted the top three advertiser trends in the second quarter: 1) brand advertisers using mobile to drive brand awareness with an enhanced adoption of mobile video advertising usage; 2) advertisers using local-market-targeting strategies on mobile; and 3) brands increasing their use of mobile as a mass-media solution.
About 40 percent of a consumer’s at-home time was spent on mobile devices, according to data from InsightExpress.
Meanwhile, 40 percent of clicks on Millennial Media’s ads led to enrolling/joining/subscribing actions. Thirty-seven percent led to placing a call, while 29 percent led to an application download.
Speaking of apps, the top global application category in the second quarter was games, followed by music and entertainment, mocial (mobile social networking), communications and weather.
Android held onto its leadership position with 53 percent of smartphone OS impressions in the second quarter, according to Millennial Media.
According to Localytics, Google’s recent acquisition of Motorola Mobility will give it 29 percent of the Android hardware market, which would place it behind HTC (35 percent) and ahead of Samsung (25 percent).
Sources:
http://www.millennialmedia.com/wp-content/images/SMART/MillennialMedia-SMART-Q2-2011.pdf
http://www.localytics.com/blog/2011/google-motorola-acquisiton-android-market-share/
