Public Research

• 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.

Leveraging Luth Research’s online panel, SurveySavvy™, this SavvyQuest™ omnibus survey was run from August 31 to September 4, 2009, with 996 completes. Respondents were screened so that only those who own a cell phone participated in the study. They were asked the following questions regarding their cell phone:

• Brand of current cell phone

• Current cellular service provider

• Number of cell phone ads responded to

The Opportunity:
Microsoft’s U.S. Central Marketing Group wanted to see if mobile advertising could engage IT professionals and drive additional demand for Microsoft Office SharePoint Server (MOSS). Previously, Microsoft had conducted limited mobile marketing testing, and John Cosley (Digital Marketing, U.S. CMG) sought to determine how social unctionality and exclusive content would increase user interest and generate demand. Microsoft was also eager to explore the effectiveness of mobile communities and “snackable” audio/video to extend brand interaction before and after the work day.

John turned toMillennial Media, a leading mobile ad network, and Ansible, Interpublic Group’s mobile marketing agency, to create and deliver a high-impact mobile destination and advertising campaign.

“This campaign was a success because we created a great user experience highlighted by social features and relevant content, strong banner ads that drove traffic to the mobile site, and a highly effective media placement that reached our target audience,” Said Mr. Cosley.

June 2009 (data compiled from 6/1/09 - 6/30/09)

June 2009 SMART Highlights & Q2 Review

U.S. Mobile Internet Reach:

• U.S. Mobile Internet increased to 59.8M users; Millennial Media now reaches 74% of the mobile internet or 44.2M users, according to Nielsen.

June Special Features:

• Top 10 mobile ad verticals in Q2: #1 Entertainment, #2 Telecommunications, #3 Portals, etc.
• Entertainment Knows Mobile. Movie Studios, in particular, have:
  • Leveraged the mobile ad network model to reach, target and engage consumers.
  • Delivered rich brand experiences on their persistent mobile sites, yet creatively leverage custom landing pages and rich media at different stages of the campaign lifecycle.

Engagement & Targeting:

Abstract: Using mobile marketing at point of sale is a great way to engage consumers at their critical decision making point. In this article, we cover the selling points of in-store mobile marketing and drill down into five of the most promising tactics: product information, driving traffic to stores, loyalty programs/mobile coupons, campaign extensions, and brand utility.

Focusing on Point-of-Sale

In this economic environment, it’s more important than ever for brands to influence purchase decisions. When shoppers browse supermarket aisles, they are overwhelmed with over 45,000 SKUs. 90 percent make unplanned purchases and 51 percent of those purchasing decisions happen in the aisle. Further, 68 percent are brand switchers with 73 percent shopping in more than five channels. More consumers are also shifting to private label products and deliberating their purchases during tough times.

The industries first independent report on Bluetooth Marketing offering step-by-step process for running a successful Bluetooth Marketing campaign, Insights and Raw data from a 1,000 UK Consumer Survey on attitudes towards Bluetooth and Bluetooth marketing - and excellent insights into regulatory and legislative compliance as well as best practice. A must read for anyone considering using Bluetooth for marketing. Includes comments from Paul Berney, MD for MMA Europe.

MMA Members, receive 25% off when you use this discount code: MMA25

Purchase the Report

Or Download the PDF Summary

Given its nearly ubiquitous presence, the mobile phone becomes a third screen of communication that many marketers increasingly vie for access. Market researchers are also quick to note the importance of leveraging this mode of communication to reach research respondents, especially given more than 10% of the country’s adult population have discarded landline telephone service. However, besides a few pioneering studies to survey through cell phones, there is much to be learned about mobile surveying.

Read the white paper

Orange announces key findings from its independent research into consumer mobile media habits across the UK – Exposure 2

• 81% of mobile media* users access mobile media once a week with strong usage in the home, as well as on public transport and around town
• Mobile media users are very much open to mobile marketing with 70% of participants attracted by interactive marketing formats
• The most popular forms of mobile marketing currently are click-through advertisements and voucher redemption codes
• Mobile is viewed as the most innovative and personal media channel compared to all other traditional and digital channels

Orange recently launched Exposure 2, the second Exposure research survey commissioned to reveal the role of mobile media usage within the broader media landscape. Exposure 2 consists of independent qualitative and quantitative research, following a survey of more than 2,000 mobile media users from across all UK mobile networks. The survey focuses on consumer consumption of mobile media, and attitudes towards it when used as a marketing channel - particularly in comparison to other traditional and digital media.