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Mobile commerce 20 percent of campaign actions : Millennial study

March 2, 2010

targetingMobile Commerce represented 20 percent of all campaign actions in January, according to Millennial Media’s SMART report.

In the report’s special section, Millennial Media highlighted digital marketing research company, InsightExpress’ Mobile Consumer Research. The report compared mobile and online campaigns.

“This was our first SMART based on data in 2010,” said Mack McKelvey, senior vice president of marketing at Millennial Media, Baltimore, MD. “While the look and feel has been tweaked to reflect the new year, we remain focused on providing monthly insights relevant to brand who are interested in the trends and insights driving mobile advertising. 

“Each month we add a special section into our SMART that profiles something specific—user behavior, mobile ad verticals by spend, etcetera,” she said.

“This month, we partnered again with InsightExpress to showcase some of their recently released research—Campaign Effectiveness by Advertising Vertical.”

Millennial Media is a mobile advertising company. Its SMART (Scorecard for Mobile Advertising Reach and Targeting) report delivers monthly insights on key trends in mobile advertising.


Audience reach
InsightExpress conducted a study to compare the performance of advertising on mobile devices and online. The mobile retail campaigns were 7.9 times more impactful than their online counterparts.

“Application download actions remained third largest in the mix with 16 percent of our network’s campaigns driving users directly to download an application,” Ms. McKelvey said.

“In December, comScore’s “December Subscriber Market Share Report” – reported that 17.8 percent of U.S. mobile subscribers downloaded apps and 15.9 percent accessed social networking sites or blogs,” she said.

CPG campaigns indexed high in the brand favorability category – 11.3 times more impactful than their online counterparts.

Additionally, there were three new campaign actions added, including mobile commerce, social media and site search.

Millennial Media noticed an increase over the last several months of advertisers directing users to take these actions from either ad creatives, custom landing pages or mobile sites. Each represented 20 percent, 6 percent and 2 percent respectively of all campaign actions in January.

Top place
Apple remained the No. 1 mobile manufacturer with a 36.22 share of impressions in January – the largest percentage share since Millennial Media started publishing the SMART report in March.

Samsung, the No. 2 device manufacturer experienced a 3.3 percent dip month over month, making it the second largest decrease next to Motorola with 3.7 percent.

More than 77 percent of Millennial Media’s network’s U.S. smartphone impressions were among the iPhone and RIM OS’s.

Smartphones represented 58 percent of Millennial Media’s network impressions in January – a 20 percent increase month over month.

The QWERTY category within the Device Input Mix experienced the largest increase with 16.6 percent, which represented 37.6 percent of impressions in January.

Three of the five new devices to enter the report’s top 20 had QWERTY keyboards.

“In December’s SMART we featured Q4’s Top 10 Mobile Ad Verticals ranked by spend and this research is a valuable add-on,” said Ms. McKelvey.

“Mobile campaigns in the retail vertical showed the largest differences between online norms in three of the five categories,” she said. “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.”

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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