November Scorecard for Mobile Advertising Reach and Targeting (SMART)™

November’s Scorecard for Mobile Advertising Reach and Targeting (SMART)™ features a special section analyzing mobile behavior trends over the Thanksgiving holiday while also providing you the traditional monthly insights for brand advertisers.

Highlights from November’s SMART:

• The U.S. Mobile Web: Grew 3.16% to 66.9M users, according to Nielsen.
• Special Section – Thanksgiving Mobile Behavior Trends: Consumers sought Thanksgiving recipes – driving a 31% lift in interaction rates within the CPG – Food advertising vertical on 11/24.
• Engagement: The use of Custom Landing Pages increased 8% in November.
• Devices: T-Mobile’s HTC G1 Dream, the first phone with Google’s Android OS, was the only phone to have experienced a month over month increase outside of the iPhone.

Reach:

The U.S. mobile Web grew 3.16% to 66.9M users in October 2009, according to Nielsen (Nielsen reporting is one month behind SMART data).

Special Section – Thanksgiving Mobile Behavior Trends:

Unique mobile interaction lifts were found throughout key verticals, for instance, in the Entertainment ad vertical.   Consumers watched movie trailers leading into Thanksgiving Day, finding the information necessary to select a show time and theatre.   A 30% lift in interaction rates within the Entertainment – Movie vertical was observed on Thanksgiving Day as compared to previous days in the month.  To discover how additional advertising categories faired in Thanksgiving interactions, read the full report here.

Engagement:

The use of Custom Landing Pages increased 8% in November – a potential indicator that advertisers are focusing on campaign specific microsites to promote end of year specials and promotions on products and services.  Average monthly page views per user, as well as session times, increased– a potential behavioral trend indicating consumers are researching products and services as part of their holiday shopping process.

Device & Smartphone OS Highlights:

As smartphone numbers received a boost this Thanksgiving, they will continue to rise as carriers offer superior savings with smartphone holiday retail promotions.  Apple once again regained its lead as our top device manufacturer, with an increase of 4.67%, to place the largest month over month increase of among the Top 15 Manufacturers.  Apple now holds 26.38% of the impression share on our network.  RIM and Android were not without their own feats.  RIM had three devices in our top ten for the third consecutive month: the BlackBerry Curve, Pearl and Storm which represented: 5.07%, 1.59%, and 1.48%, of impressions in our network respectively. T-Mobile’s HTC G1 Dream, the first phone with Google’s Android OS, was the only phone to have experienced a month over month increase outside of the iPhone. The Dream represented 2.01% share of impressions and jumped from the tenth to the fifth spot in our Top Twenty Mobile Phones in November.

Click here to view the full SMART http://www.millennialmedia.com/research/and feel free to sign up for auto delivery of these monthly Scorecards. If you have any questions or suggestions for future SMARTs, please send them our way: marketing@millennialmedia.com.