Mobile Advertisers’ Use of Local Market Targeting Grows

November 11, 2011

campaigntargetmix-targetedaudiencemix.jpgOf the 45% of mobile advertisers on the Millennial Media network using targeted audience campaign methods in Q3 2011, two-thirds targeted a local audience, representing a 50% quarter-over-quarter increase, according to [sign-in page] the Q3 2011 Millennial Media SMART report. Millennial insight indicates advertisers in the finance and travel verticals leveraged local market targeting to increase awareness of local bank branches and summer travel destinations. Local market is defined in the report as a campaign targeting method which includes geographic location, DMA, state, and international country, among others. In September, Jumptap reported that location-based targeting remained the most popular method used to reach consumers on its network, employed by one-third of advertisers.

Meanwhile, behavior and demographic targeting represented the remaining third of the targeted audience mix among advertisers on the Millennial Media network in Q3, led by alcoholic beverage brands using demographic targeting to reach customers aged over 21. Campaigns leveraging broad reach targeting methods (run of network, custom subnet and channel) accounted for the remaining 55% of the overall campaign targeting mix. Millennial analysis indicates that entertainment and telecommunications brands created these campaigns to promote summer blockbuster movie releases and new mobile device releases.

In-Market Presence Top Campaign Goal

The top campaign goal in Q3 was sustained in-market presence (34%), which increased 21% quarter-over-quarter. Lead gen/registrations was the second-most popular mobile campaign goal of the quarter (21%), followed by product launch/release (18%). In August, product launch/release was the second-most popular (23%), ahead of lead gen/registrations (20%). In terms of campaign destination, 54% drove traffic to site (up from 48% in August), while 28% led to application download and 18% led to a custom landing page, which was a 25% decrease from August (see link above).

Application Download Leads Postclick Campaign Actions

postclickcampaignactionmix.jpgAlthough watching a video experienced an impressive 78% increase quarter-over-quarter, with 32% of the post-click campaign action mix in Q3, it trailed application download (34%) as the leading action. Enroll/join/subscribe (29%) was another popular postclick action, although it decreased 28% from 40% in Q2. Other popular actions included placing a call (22%) and mobile social media actions (22%), while view map grew 27% quarter-over-quarter to 19%, as retail and telecom brands leveraged mobile to promote seasonal sales and drive customers to retail outlets to complete their purchase.

Verticals Experience Massive Growth

6 verticals experienced triple digit growth or greater year-over-year, led by the technology vertical, which saw explosive growth of 687%. Finance grew 356% year-over-year and took the #1 ranking among the top 10 US advertising verticals, while CPG soared 378% and took the #5 spot. Entertainment, which ranked #2 in the US and #1 internationally, grew 145%, while retail and restaurants rose 184% in taking the #3 spot both within the US and internationally.

Gaming Apps Retain Dominance

Gaming applications, which have been the #1 application category on the Millennial platform for over a year, continue to grow, representing 34% of the application impressions, a 26% increase quarter-over-quarter. News applications grew 36% quarter-over-quarter to take the #5 ranking.

Smartphones Lead in Impression Share

Smartphones grew 7% quarter-over-quarter and continued to dominate the smartphone, feature phone and connected device impression share mix with 72% of impressions. Android led the connected device and smartphone OS mix with 56% of the impressions, compared to 28% for iOS and 13% for RIM. In September, Android represented 44.8% of all mobile subscribers, according to comScore, representing an 11% increase from 40.2% in June. Meanwhile, Apple marginally increased its subscriber share from 26.6% to 27.4%, while RIM lost 20% of its share, falling from 23.5% to 18.9%.

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