Blackberry Smartphones Dominate 12 of Top 15 DMAs; iPhone Tops in the Bay Area
BALTIMORE, Md. – Millennial Media, the leading independent mobile advertising platform, released its one-year anniversary edition of its monthly Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™. The brand advertiser-focused S.M.A.R.T.™ profiles a number of trends as observed from the company’s ad servers and campaign data, including: the Top 15 Mobile DMAs, Top 10 Mobile Advertising Verticals by Revenue, details on the Travel vertical’s mobile targeting strategies, key post-click actions, and more mobile advertising engagement and targeting insight.
“Over the past year, Millennial Media’s S.M.A.R.T. has consistently provided advertisers and marketers with the information and data they need to understand how to master the mobile medium. Incorporating research from InsightExpress as well as other sources and internal data, S.M.A.R.T. has become one of the go-to resources for those new to the space as well as industry veterans,” said Joy Liuzzo, Senior Director, Marketing and Mobile Research, InsightExpress.
March S.M.A.R.T. ™ highlights include:
* Top Mobile DMAs: Los Angeles was the top U.S. Mobile DMA by ad request, with the Southwestern U.S. accounting for six of the top 15 DMAs. Twelve of the top 15 DMAs featured Blackberry devices as the lead smartphones, and the iPhone was the top smartphone in three markets: San Francisco, Fresno, and Sacramento. Apple’s iPod Touch was the top mobile connected device in all 15 DMAs.
* Top 10 Mobile Advertising Verticals by Revenue: While the March S.M.A.R.T. features a Q4 2009 over Q1 2010 comparison, the mobile ad verticals representing the Top 10 in the first quarter of 2010 were:
1. Portals & Directories
2. Entertainment
3. Telecommunications
4. Travel
5. Finance
6. Education
7. Dating
8. Consumer Packaged Goods (CPG)
9. Pharmaceuticals
10. Retail & Restaurants
Education jumped three spots from number nine to the number six position in Q1 2010, and Travel moved up from the eighth position to the fourth. The Pharmaceutical vertical made its debut to the Top Ten in Q1 at number nine as predicted in Millennial Media’s Top 10 Mobile Predictions for 2010.
* Details on the Travel Vertical: With peak travel season around the corner, we took a closer look at how some of the travel sub-verticals (Hotels, Tourism and Transportation) are leveraging mobile-specific capabilities and engaging consumers at different stages of the campaign lifecycle. The Transportation, Hotel and Tourism sub-verticals all used an array of targeting methods to reach potential consumers; and, all three categories utilized Submit Form (for retargeting), M-Commerce and Retail Promotions to engage consumers post-click.
A report conducted by PhoCusWright predicted that “U.S. travelers will spend $76 million on direct domestic hotel bookings through a mobile device,” according to e-Marketer, April 2010.
“Data and analytics is what sets mobile apart from other advertising mediums. The S.M.A.R.T. report has been a great resource to the advertising industry to not only educate on the trends and the numbers but also to showcase what’s working and what consumers find compelling,” stated Chetan Sharma, President, Chetan Sharma Consulting.
Millennial Media’s March S.M.A.R.T. ™ marks the one-year anniversary of the program. Over a period of 12 issues, and an additional 2009 Year in Review, S.M.A.R.T. ™ has become indispensable content for ad agencies, media & research subscribers, mobile developers, publishers, and more. Announced earlier this month, the new Millennial Media Mobile Mix™, a review of key mobile device and operating system data and trends, now complements the company’s monthly S.M.A.R.T.™ report.
“We created S.M.A.R.T. to help brand advertisers and marketers further understand the mobile market via insights and trends pulled from actual campaign and network data,” said Mack McKelvey, SVP of Marketing, Millennial Media. “Response to S.M.A.R.T. was overwhelmingly enthusiastic and has grown consistently month over month since the first issue in March 2009. With the largest demand and inventory asset of any independent U.S. mobile advertising platform, we’re in a unique position to help our industry leverage our data and insights to drive their mobile ad campaign decisions.”
About the Millennial Media Monthly S.M.A.R.T.™
The Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.™) delivers monthly insights on key trends in mobile advertising based on actual campaign and network data from Millennial Media, Inc. Millennial Media partners with major carriers, media networks, and top-tier publishers to deliver the largest data set of any third-party U.S. mobile advertising network. As such, we are uniquely capable of reporting and analyzing the richest sets of carrier, device and campaign data collected over billions of monthly ad requests. Elevating and driving the whole mobile ecosystem forward is central to our company mission.
Visit www.millennialmedia.com/research to receive Millennial Media-related news. The S.M.A.R.T.™ was designed to speak to brand advertisers; however, for information on our performance product, DeckTrade™, please contact us directly or visit our website.
About Millennial Media, Inc.
Millennial Media is the proven leader in mobile advertising. With the largest mobile media audience in the U.S., Millennial Media uniquely offers brand advertisers the only set of specific, scalable audiences. Our ability to reach, target and engage consumers is unparalleled. As an innovative technology leader, our mobile decisioning, serving, and mediation platforms are powering some of the largest companies in the media business today. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all publishers and developers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. Millennial Media was named the 2010 OnMedia Top Private Company in Digital Media. For more information, please visit http://www.millennialmedia.com or follow us on Twitter @millennialmedia.
