Source: Millennial Media / comScore [download page]
Notes: Finance advertisers on the Millennial Media network are most focused on brand awareness and engagement (37% of campaign goals), per Millennial Media’s report. But their biggest difference from advertisers overall lies with registrations, the goal for 30% of finance campaigns versus 12% of campaigns overall. (The analysts note that insurance brands used registration campaigns to motivate consumers to sign-up for free quotes or estimates for new service.) With respect to post-click actions, the study finds that finance advertisers are significantly more likely to be using site search (used in 49% of campaigns vs. 26% for advertisers overall), but less likely to be driving users to application downloads (13% vs. 28%).
About the Data: The Millennial Media data is based on an analysis of campaign advertising on its network in Q2 2014, covering “thousands of mobile ad campaigns” and “tens of billions of monthly impressions.”