Today, we’re very happy to release our latest S.M.A.R.T. ™ report, looking at global mobile advertising trends from Q2 of 2012.
One of the key trends we’ve seen in recent years has been the shift towards targeting specific audiences, utilizing Millennial Media’s first party data asset. In the report we included information on the top 10 audiences that advertisers chose to target on our platform.
The top two individual audiences were IT Decision Makers and Gadget Geeks. These are both important audiences for advertisers in the Telecom industry, which was the top spending vertical on our platform in Q2.
The third most popular audience on our platform was In-Market Auto Intenders. This went hand-in-hand with the overall growth we saw from the Automotive industry, which increased spend over 370 percent year-over-year.
Here are a few other highlights in the October S.M.A.R.T. ™ report:
- 5 different verticals experienced triple digit growth year-over-year.
- According to data from eMarketer, Smartphone ownership worldwide is forecasted to grow at a compound annual rate of 37 percent into 2016.
- 44 percent of all campaigns on our platform offered consumers the ability to download an app as a post-click action.
- The top three advertiser campaign goals were Sustained In-Market Presence, Driving Registrations and Driving Site Traffic. Combined, these three goals made up 80 percent of all campaigns.
Visit http://www.millennialmedia.com/mobile-intelligence/smart-report/ to download the full free report.
More information on Millennial Media’s audience targeting can be found at http://www.millennialmedia.com/advertise/targeting/.