Mobile Web Destinations Dominate Campaign Mix

September 23, 2010

Mobile web destinations represented nearly 80% of advertisers’ campaign destination mix for the third consecutive month in August 2010, according to the Millennial Media SMART Report.

Most Mobile Campaigns Lead to Mobile Websites
Almost half (47%) of mobile advertising campaigns directed users who clicked on a mobile ad in August 2010 to a mobile website. Another 31% sent users to a custom landing page, while 22% opened into an expanded rich media experience (including downloads).

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Thus, combining the mobile ad and custom landing page percentages, 78% of mobile advertising campaigns sent users to a mobile web destination in August 2010. Millennial Media says this signals brands are continuing their commitment to the mobile platform by creating persistent mobile websites and landing pages.

As for the remaining roughly one in five mobile campaigns opening into expanded rich media, Millennial Media analysis indicates new advertisers, including insurance and CPG brands, leveraging the high-engagement rich media element in their campaigns to promote apps and
video content.

Targeted Audience Campaigns Bring Deeper Insights
While 57% of mobile advertising campaigns in August 2010 were broad reach, the 43% which were targeted allow advertisers to engage in a deeper dialogue with mobile users, resulting in what Millennial Media says are stronger campaign interaction rates.

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Of last month’s targeted campaigns, 41% were location-based (geo) and 37% were demographic, while 15% were behavioral audience campaigns and the remaining 7% were audience takeover campaigns.

Millennial Media analysis indicates retail & restaurant franchise locations and small businesses leveraged location-based campaigns to drive foot traffic to their brick-and-mortar locations through relevant targeted promotions. Banking brands were also actively targeting specific geographic locations with new customer promotions.

Meanwhile, brands in the pharmaceutical vertical leveraged demographically-targeted mobile marketing campaigns to promote new products for women. In addition, Millennial Media data shows that an automotive advertiser used mobile demographic targeting to reach the Millennials demographic with an end-of-model-year promotion.

Telecom and entertainment brands looking to create customized audiences of sports fans to promote their football offerings employed mobile behavioral campaigns in August 2010.

Other Findings

  • The US mobile web increased by approximately 1.67%, from 78.7 million to 80 million users.
  • Nearly 30% of mobile subscribers accessing retail content on their phones cannot be reached online or offine (in-store).
  • The mobile retail user tends to be slightly more affuent than the total mobile audience, with nearly 34% making more than $100k per year.
  • The products and services mobile retail users purchased varied greatly, but electronics and clothing/accessories proved to be the most popular items purchased.
  • 13% of mobile advertisers used rich media creative.
  • 1.03 mobile ads were requested per page view.
  • The average mobile user had 122 page views per month.
  • Average user session time was four minutes, 46 seconds.

iPad, iPhone Users Trend Younger, Wealthier
Users of the iPad and iPhone mobile devices, based on the iOS platform, tend to be younger and wealthier than typical mobile subscribers, according to a recent survey by The Nielsen Company. About 50% of both iPad and iPhone users earn $75,000 or more annually. Within this income bracket, slightly more iPad users than iPhone users earn more than $100,000 annually.

In contrast, about 30% of all mobile subscribers earn more than $75,000 annually, with a much smaller proportion earning $100,000 or more than the proportion of iOS device users. Divided into featurephone and smartphone users, the income demographics of featurephone users are similar to those of overall mobile subscribers. However, about 45% of smartphone users (which includes iOS device users) earn $75,000 or more annually, with roughly the same proportion earning more than $100,000 annually as iOS device users.

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