Forty-two percent of mobile campaigns conducted on the Millennial Media network in May 2011 featured placing a call as a post-campaign action, according to [sign-in page] the May SMART Report. This action could only be performed on a mobile device, enroll/join (34%) was the most popular action that could be performed via mobile device or PC.
Mobile-only Actions Popular
The second- and fourth-most-popular post-campaign actions, application download (27%) and mobile social media (23%), as well as m-commerce (12%), were also mobile device-only actions. The next most-popular action that could be performed on any device, and third-most-popular overall, was retail promotion (25%).
Lead Gen, Sustaining Presence Top Goals
Lead generation/registrations (28%) and sustaining in-market presence (24%) were the two most popular mobile campaign goals on the Millennial network in May. Product launch/release followed as a goal of 21% of mobile campaigns.
The distribution of mobile campaign goals on the Millennial network looked very different in April 2011. A commanding 41% had the goal of sustaining in-market presence, almost double the 21% designed to increase brand awareness.
Most Targeted Audience Campaigns Aim at Local Audience
Forty-two percent of mobile campaigns on the Millennial network in May were targeted audience campaigns. Of these, the highest percentage (49%) targeted a local audience. Another 38% aimed at a demographic audience, with much smaller proportions targeting behavioral audience or audience takeover. Behavioral audience as a targeting method grew 20% from 12% month-over-month, while local audience shrank 12.5% from 56%.
More Than Half of Campaigns Drive Traffic to Site
More than half of mobile campaigns studied drove traffic to site (54%). The remainder led to application download (28%) or a custom landing page (18%). Traffic to site has grown 20% since being used as a tactic in 45% of mobile campaigns on the Millennial network in May 2010 (download available on sign-in page). Custom landing pages have become substantially less popular, dropping 44% in usage from 32% of campaigns to 18%.
