Mobile Ads Increase Their Reach

Millennial Media's new monthly brand and advertiser-focused Scorecard for Mobile Advertising Reach and Targeting (SMART) has now been released for June 2009 and casts light on the marketing spend by sector, it also has a wealth of other information including cost per customer acquisition, campaign targeting mix etc.

Excluding mobile apps, ringtones and downloads, the top ten mobile advertising verticals were numbered as shown. This ranking is in line with expectations and mirrors spending by these verticals in “traditional” media. Within the entertainment category, movie studios led with 63% of the total spend in a series of highly targeted campaigns to drive ticket sales for recently released summer blockbusters.  This was followed by Games at 16% and TV at 9%.

One of the key observations in this report is the 10.46% increase in the use of a permanent site as the destination for online campaigns. As noted in the report, “the 28.38% quarterly average indicates that advertisers leveraged the advantages of a persistent mobile presence. As the maturation of the mobile advertising industry continues –we anticipate advertisers will likely opportunistically make use of Custom Landing Pages as they do today in online advertising.”

This increased emphasis on a “persistent mobile Web site” shows that while early forays into mobile were very much hit and miss affairs, it is becoming clear that the importance of a permanent presence on the mobile Web is becoming more and more important in building awareness and brand loyalty. This data is perfectly in sync with dotMobi’s own research into the growth of the mobile Web which shows that the numbers of sites with active content has seen explosive growth over the last year, registering a 700% increase year-on-year.

The full Millennial Media report can be found here .

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