Millennial Media’s new monthly SMART is designed to provide brand advertisers data and insights to drive decisions on mobile advertising campaign spend. Secondarily, this Scorecard provides a more comprehensive picture of the U.S. mobile advertising market and device trends.

August 2009 SMART Highlights:

U.S. Mobile Internet Reach (Nielsen):

• The U.S. mobile Web grew 3.12% to 63M users.
• Millennial Media’s U.S. unique audience reach increased to 49.6M users, to an industry-leading reach of 79% of the U.S. mobile Web.

Engagement & Targeting:

• On 4 out of 5 activities, smartphones ranked anywhere from 4% to 9% higher than computers on engagement satisfaction (per Insight Express).
• Browsing the internet on a computer ranked 2% higher than on a smartphone.
• Summer trends continued as advertisers leveraged targeting methods with the broadest reach. Run of Network grew 18% and R.O.N., Channel, and Custom Subnet represented 82% of the campaign targeting mix.
• Established mobile advertisers dominated the landscape this month, as Trac to Site represented 57% of campaign destinations actions.
• Average session time dropped from 5 min 10 secs to 4 min 59 secs; average monthly page views increased to 111.
• 54% of campaigns utilized frequency capping.

Device Highlights:

• Apple’s iPhone continued its lead with 12.51% impression share, and Apple continued to pull closer to Samsung as the top device manufacturer.
• iPhone/iPod Touch impressions increased 15% (iPhone/iPod Touch impressions grew 68% in June and 29% in July).
• Blackberry and Samsung continued to compete for the top five mobile phone spots as Blackberry Curve and Pearl grabbed #2 and #4.
• Wi-Fi aided mobile content consumption, increasing 1.26% month over month, and dominating the U.S. Carrier Mix with 26.15% impression share.

Click here to view the full SMART report.