Telecommunications continues to be the top industry advertising on mobile devices and automotive has seen the biggest year-over-year increase, at 574 percent. These are some of the findings in Millennial Media’s December edition of its Scorecard for Mobile Advertising Reach and Targeting, or S.M.A.R.T.
Millennial Media provides a mobile advertising platform, and the Scorecard report is based on data from the top 750 campaigns on the platform in the third quarter.
The telecommunications category includes mobile carriers, landline/cable companies and TV networks. The report said that networks were often advertising not only their new shows and seasons, but the variety of options for viewing that content.
Key audiences for TV networks are business travelers and vacationers, S.M.A.R.T. said, since those on the go “are comfortable watching their favorite TV programming on a mobile device when they are away from their home television set.”
Another top target audience for the telecom vertical was tradesmen, who work at multiple job sites or locations in building, construction or repair fields. Mobile communication options are essential to these workers for staying connected, placing orders for parts or finding the route to the next location.
The huge increase in automotive advertising comes on top of a 370 percent increase in Q2, year-over-year. Another major, though temporary, increase in mobile advertising was Government Services, which includes election-related spending — it grew nearly 300 percent in Q3, compared with the same quarter last year.
What happens after users click on the ads? The S.M.A.R.T. report found that site searching was tops with 41 percent of activity, leading users to learn more about a product, read reviews or take a survey. Application downloading was undertaken in 32 percent of actions. Social media activity was third with 28 percent, and mobile commerce represented 24 percent.
The report noted that mobile commerce was particularly active among clothing advertisers, which used mobile ads to drive consumers to shop online, while traditional brick-and-mortar retailers encouraged consumers to buy online and utilize different delivery options, including free shipping or picking up purchased items at the physical store.
Social media was often used by automotive brands as a means for would-be buyers to see what others were saying about a given model.
The top two goals of mobile ad efforts were a sustained in-market presence for 26 percent of campaigns and site traffic for 23 percent. More registrations were sought by 17 percent, increased brand awareness by 16 percent, support for a product launch was the main purpose for 11 percent and increased foot traffic for 7 percent.
Hyper-local advertising has been talked about for quite a while, and Millennial Media’s report finds it is a trend in North America. It includes location-aware banners that inform mobile users of a nearby store. A click on the banner can bring up a map, directions and a discount coupon.
Smartphones represent three-quarters of the devices in the report’s survey. Another 20 percent are non-phone connected devices such as tablets, and feature phones account for 5 percent. Slightly more than half were Android devices, 34 percent used Apple’s iOS, 8 percent were BlackBerry, 5 percent Windows and about 1 percent the fast-fading Symbian.
By impressions, the top five tablets, in order, were the Apple iPad, Samsung Galaxy Tab, Amazon Kindle Fire, Acer Iconia and Motorola Xoom.