Top 3 Mobile Advertiser Trends of 2011: Local Targeting, Mobile Video and Mass Market Reach

Millennial Media recently released its “Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.) Report: 2011 Year in Review.” Among the findings included in the report were that finance was the top global advertising vertical and sustaining in-market presence was the top advertiser campaign goal.

According to Millennial Media, the top global advertising vertical in 2011 was finance, followed by retail and restaurants, entertainment, telecommunications, automotive, portals and directories, CPG/FMCG, education, travel, and technology.

The finance vertical grew 314 percent year-over-year. “In 2011, Banking advertisers utilized mobile to create awareness campaigns and drive customers into their branch locations while insurance and credit card brands heavily utilized mobile for generating leads,” according to the report.

Technology was the fastest growing vertical in 2011, with year-over-year growth of 698 percent. It was followed by finance with 314 percent growth, health: fitness and wellness with 229 percent growth, CPG/FMCG with 199 percent growth, retail and restaurants with 193 percent growth, automotive with 185 percent growth, pharmaceuticals with 159 percent growth, entertainment with 133 percent growth, and education with 122 percent growth.

Millennial Media also highlighted the top three global advertiser trends of 2011: 1) local targeting, 2) mobile video and 3) mass market reach.

Sustained in-market presence was the top advertiser campaign goal of 2011, accounting for 31 percent of the mix. It was followed by lead gen/registrations with 25 percent, product launch/release with 18 percent, brand awareness with 12 percent, increased foot traffic with 9 percent and site traffic with 5 percent.

Mobile site accounted for 53 percent of the campaign destination mix in 2011, followed by application download with 25 percent and landing page with 22 percent.

The top mobile app category in 2011 was games, followed by music and entertainment, social networking, communications, news, sports, weather, productivity and tools, health and fitness, and travel and local.

In 2011, Android claimed 47 percent of the OS mix for smartphones and other connected devices, up from 30 percent in 2010. iOS followed with 33 percent, down from 41 percent in 2010. RIM followed with 16 percent, down from 18 percent in the prior year.

Meanwhile, smartphones accounted for 68 percent of the connected device mix in 2011, up from 55 percent in 2010. Feature phones accounted for 17 percent of the mix, down from 31 percent. Other connected devices accounted for 15 percent of the mix in 2011, up slightly from 14 percent in 2010.

Source:

http://www.millennialmedia.com/mobile-intelligence/smart-report/