1/5/2011 10:04 PM
By Mack McKelvey
In Millennial Media’s November S.M.A.R.T., we featured a snapshot of the Financial Services advertising vertical. ABI research predicts that there will be almost 500M mobile banking customers by 2013. Consistently in our Top 10 Advertising Verticals list throughout the year, we have continued to see explosive growth in the Finance vertical, with an 802% lift from Q3 2009 to Q3 2010. Download the report now to find out how financial services brands have used mobile to reach this rapidly-growing audience.
Here are some additional highlights you’ll find in the November issue of S.M.A.R.T.:
- 39% of campaigns on our network drove to a custom landing page in November. We saw a number of retail brands create custom landing pages for holiday promotions to drive additional foot traffic in-store. Further illustrating this activity, we also saw the post-click campaign action ‘Store Locator/View Map’ increase 18% month-over-month.
- Advertisers on our network utilized a broad array of campaign actions in November (i.e., Place Call, Join/Subscribe, Watch Video, Store Locator/View Map, Retail Promotion) to drive their holiday campaigns.
- Targeted Audience campaigns (leveraging GEO, Demographic, Behavioral Audience and Audience Takeover) increased 3% month-over-month on our network, with 47% of advertisers’ campaigns leveraging these methods.
- The GEO targeting method experienced the largest month-over-month growth of 9% and represented 39% of the Campaign Targeting Mix in November. Regional Retail Department stores with holiday promotions, Entertainment brands with international movie releases, and various Tourism boards promoting last-minute holiday travel specials leveraged this highly-effective method last month.
Click here to download the free full report including Millennial Media’s Mobile Landscape Snapshot, Spotlight on the Financial Services 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.
Erin (Mack) McKelvey is senior vice president/marketing at Millennial Media