Few Mobile Ad Campaigns Integrated M-Commerce Experiences Last Year

MillennialMedia-Post-Click-Campaign-Action-Mix-in-2012-Mar201316% of advertisers on the Millennial Media platform integrated mobile commerce experiences into their campaigns last year, according to the network’s year-in-review report [download page] released this morning. In the campaign action mix, m-commerce was offered as a post-click option less than social media (18%), store locator/view map (21%), and application download (37%), among others, per the report.

Explaining how some campaigns leveraged mobile commerce, the Millennial Media study indicates that entertainment advertisers promoted new motion pictures or DVD releases, providing links to purchase tickets or DVDs.

Still, the relatively minor use of mobile commerce is a reflection of overall campaign goals, with just 12% of those centered on product launch and release. Advertisers instead were more heavily focused on generating sustained in-market presence (39% of campaigns), brand awareness (14%), and site traffic (14%).

Meanwhile, 12 verticals at least doubled their spending on the network last year. According to a recent Advertiser Perceptions study, CPG advertisers are the most bullish about mobile ad spending in the year to come – and these advertisers also appear to have increased spending last year, by 235%. Even so, that increase paled in comparison to the growth rates put up by the government services (+860%), employment (+523%), travel (+495%), and personal and home services (+461%) verticals.

Overall, retail and restaurants counted as the top-spending vertical for the year, overtaking finance, which dropped to the fifth spot.

Other Findings:

  • IT decision-makers and gadget geeks were the most targeted audiences on the network.
  • For the second consecutive year, the top application category by impressions was games, ahead of music and entertainment, and mobile social media.
  • 40% of CPG/FMCG campaign spending leveraged some form of location-based targeting.