Millennial Media's S.M.A.R.T. report (U.S. Scorecard for Mobile Advertising Reach and Targeting) September 2009
October 19, 2009
- The U.S. Mobile Web now reaches 64.1M users; Millennial Media reaches 51.2M or 78.9% of the U.S. Mobile Web users
- Entertainment, an early innovator in mobile, remained the top vertical in Q3
- The CPG vertical jumped from sixth in Q2 to the fourth spot in Q3
- User session times increased from 4:59 to 4:79 (minutes: seconds); however, average page views decreased from 111 to 109.
- Apple drove Samsung out of the top spot for device manufacturer
Reach: The U.S. Mobile Web now reaches 64.1M users, which offers an even greater opportunity for advertisers to reach and target mobile consumers as we enter Q4.
Special Q3 Section: Millennial Media’s Q3 Top 10 Mobile Advertising Verticals represented the same mix of verticals as in Q2 (see June SMART), with the exception of some small movements. The CPG vertical jumped to the fourth spot in Q3. The Consumer Electronics sub-vertical drove the majority of growth in Q3 for Retail.
Engagement: With no change into September, Traffic to Site was the primary destination for campaigns in Q3 and represented the destination for approximately 52% of campaigns. This data represents a growth in persistent mobile sites. Our largest month over month increase from the suite of Mydas Portfolio™ post-click actions was the AppStore/iTunes action. AppStore/iTunes made up 22% of post-click actions, a 6% increase. This is a true indicator of brands promoting their products and services via iPhone applications and including them as part of their overall mobile buys. The Subscribe/Purchase action had the largest percent of post-click actions, with 31% in September.
Targeting: Advertisers leveraged Millennial Media’s industry-leading reach, as indicated in Q3’s Campaign Targeting Mix. The broadest targeting methods, Run of Network (RON), Channel and Custom Subnet, dominated the mix in Q3. With an overall focus in volume-driven campaign goals, advertisers were interested in reaching a large audience. This was reflected in a 12% month over month increase in RON in Q3. Two highly targeted methods, Takeover and Audience, experienced the largest overall change and fluctuations in CPEU throughout Q3.
Device: Apple was the top device manufacturer for the first time this year, with 22.43% of the impression share in September. Apple had an impressive 2.65% increase month over month. Samsung moved to second place, with a 0.12% decrease in September; however, Samsung had six devices in the Top 20 Mobile Phones on our network and there were three BlackBerry devices in our Top 10—Curve, Pearl and Storm. Keypad overtook Touch Screen in the September Device Input Mix – Keypad represented 33.38% of the mix, while Touch Screen represented 31.82%.