By Mack McKelvey
We’re pleased to release the October issue of S.M.A.R.T.™. This monthly report provides a great snapshot of the trends we’re seeing in mobile advertising based on campaign data from our network.
In this issue, we’ve featured a special section that’s both timely and relevant to many of you – Holiday Consumer Engagement. We looked at the mobile consumer interaction lifts we experienced on our network over the Thanksgiving holiday weekend last year and share a few effective ways brands can use mobile during upcoming holidays and events, such as Christmas, New Year’s Day and the Super Bowl, to drive awareness and sales of their products and services.
We know this time of year is also important to our automotive advertisers. On our network, Automotive has been one of the Top 10 Mobile Advertising verticals for the past seven months, and there’s a very good reason for that. Consumers continue to rely heavily on mobile content as they research and purchase new vehicles. Download the report now to find out how automotive brands have responded to this demand by leveraging the unique attributes of mobile to connect with more consumers and drive engagement.
Here are some additional highlights you’ll find in the October issue of S.M.A.R.T.™:
o On our network, impressions increased 34% month-over-month and average monthly page views per user increased to 171. This significant growth month-over-month on our network is a clear indicator of advertisers’ commitment to investing in a persistent mobile presence this holiday season.
o Social Media, as a post-click campaign action represented 26% of the Campaign Actions in October. The top advertisers on our network from the Finance, Automotive, Entertainment and Retail verticals leveraged this platform to drive further brand engagement and lead generation.
o Retail Promotion and m-Commerce as post-click campaign actions experienced tremendous growth month-over-month with a 13% and 8% increase respectively. This increase is tied to brands in the CPG and Retail verticals developed promotions to boost holiday sales through mobile.
o Audience Takeover as a targeting method accounted for 7% of the Targeted Audience Mix in October. Brands in the Entertainment and CPG verticals utilized this targeting method to achieve 100% share of voice for new movie releases and product launches.
Click here to download the free full report including Millennial Media’s Monthly Snapshot, Special Section on Holiday Consumer Engagement, Spotlight on the Automotive Ad Vertical, Mobile Advertising Engagement Data, Mobile Campaign Targeting Methods and more.
If you have any questions or suggestions for future reports, please send them our way.
Mack McKelvey is Millennial Media's senior vice president of marketing