Other categories in the top 10 global advertisers list that increased their spending dramatically include #2, retail and restaurants (193%), #3, entertainment (133%), #5, automotive (185%), #7, CPG/FMCG (199%), and #8, education (122%). Health: Fitness and Wellness advertisers increased their spend by 229%, but have not yet cracked the top 10 list.
In-Market Presence Top Campaign Goal
The top campaign goal in 2011 was sustained in-market presence, representing 31% of the campaign goal mix. Campaigns with this goal drove consumers to download applications and play branded games. Lead gen/registrations was the second-most popular mobile campaign goal of the year (25%). Education was one of the top verticals running campaigns with this goal, as they focused on generating lead lists for various regional degree programs.
Other goals included product launch/release (18%), brand awareness (12%), increased foot traffic (9%), and site traffic (5%).
1 in 4 Campaigns Included Watch Video Action
Watch video was included in 24% of the campaigns in 2011 as a post-click campaign action, heavily used by entertainment and telecom advertisers to promote the release of new motion pictures and new mobile devices. Enroll/join/subscribe (36%) was the leading postclick action for the year, followed by application download (32%) and place call (31%). Store locator was included in 23% of the campaigns as a post-click action, as advertisers in the retail vertical leveraged mobile to promote seasonal sales and automotive advertisers promoted new model year releases. Both verticals led customers to brick-and-mortar locations to complete their purchases.
- Application download represented 25% of the campaign destination mix in 2011. Traffic to site represented the largest share of destinations, at 53%, while landing page held 22% share.
- Gaming applications moved into the #1 spot on the top 10 mobile app categories, growing 16% year-over-year. Music and entertainment took the second spot, as these apps doubled their impression share year-over-year. Social networking apps dropped from the top spot in 2010 to the #3 ranking in 2011, while communications apps remained in the fourth position.