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

The first 2010 Scorecard for Mobile Advertising Reach and Targeting, S.M.A.R.T.™ S.M.A.R.T.™  features new advertisers insight into breakout mobile trends including m-Commerce, Social Media and Site Search.

Highlights from January’s S.M.A.R.T.:

• The U.S. Mobile Web: Increased to 67M users, according to Nielsen (Dec.)
• Special Section – InsightExpress’ Mobile Consumer Research: InsightExpress conducted a study comparing the performance of advertising on mobile devices using norms developed in online ad testing. This research is a valuable add-on to December’s S.M.A.R.T.™, which featured Q4’s Top 10 Mobile Ad Verticals ranked by spend.

• Engagement & Targeting: Three new campaign actions were added to January’s MYDAS™ Portfolio Mix: m-Commerce, Social Media and Site Search. Over the last several months we observed an increase in the number of advertisers directing users to take these actions from either ad creatives, custom landing pages or mobile sites and each represented 20%, 6% and 2% of all campaign actions in January respectively.
• Devices: Apple remained the number one device manufacturer with a 36.22% share of impressions in January – the largest percentage share since we starting publishing  S.M.A.R.T.™ in March 2009.

Special Section- InsightExpress’ Mobile Consumer Research:

Mobile campaigns in the Retail Vertical showed the largest differences between online norms in three of the five categories, Aided Awareness, Purchase Intent, and Unaided Awareness. The Travel, Automotive and Technology campaigns had similar increases above online norms in the Mobile Ad Awareness category. For advertisers, this is a potential positive indicator that consumers are more aware of advertising in these verticals. CPG campaigns indexed high in the Brand Favorability category , followed by Automotive campaigns.

Engagement:

Three new campaign actions were added to January’s MYDAS™ Portfolio Mix: m-Commerce, Social Media and Site Search. Over the last several months we observed an increase in the number of advertisers directing users to take these actions from either ad creatives, custom landing pages or mobile sites and each represented 20%, 6% and 2% of all campaign actions in January respectively.

Advertisers directed consumers to Place a Call more in January than over the last five months. Place a Call experienced the largest month over month change with a 16% increase, followed by Application Download with 7%. Each of the two campaign actions represented 30% of all campaigns actions in January.

Channel targeting experienced the largest month over month increase, jumping from 10%, in December, to 22% of the mix, in January.

Device & Smartphone OS Highlights:

Apple remained the number one device manufacturer with a 36.22% share of impressions; increasing approximately 12% month over month.

Three new devices entered our Top Ten in January: the Motorola Clutch, Samsung Freeform and the Samsung Messager II. Two LG devices also entered the Top Fifteen: the LG VX5500 and the LG enV Touch.  As three of the five new devices to enter our Top 20 had QWERTY keyboards, it is interesting to note, the QWERTY category, within the Device Input Mix, experienced the largest increase, or 16.59%, and represented 37.56% of impressions in January. A very close second within the Device Input Mix was the Touch Screen category with a 36.32% share of impressions.

In the U.S. Smartphone OS Mix, Smartphones represented 58% of our network’s U.S. Smartphone impressions in January – a 20% increase month over month.  Over 77% of our network’s U.S. Smartphone impressions were among the iPhone and RIM OS’s.

Click here to view the full S.M.A.R.T.™ 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 S.M.A.R.T.™ s, please send them our way: marketing@millennialmedia.com.

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