The number of advertisers using mobile display ad campaigns in the US has more than doubled in the past two years, with mobile content and publishing accounting for half of all products advertised on mobile devices, according to research firm, comScore.

In April 2011, 689 advertisers used mobile display ad campaigns to reach consumers, a 128 per cent increase on April 2010. An analysis of advertised categories reveals that mobile content and publishing accounted for 50 per cent of mobile ads, while 26 per cent of display ads were for “consumer discretionary goods”. Information technology accounted for 7 per cent, while financial services accounted for 6 per cent of mobile display ads.

Mobile media usage and mobile ad exposure show strong differences between smartphone users and feature phone users. 82.3 per cent of smartphone users accessed their mobile browser or apps (85 per cent) during March, while just 19.1 per cent of feature phone users used their mobile browser, and 15.9 per cent accessed apps. Smartphone users were also far more likely to see web or in app ads (27.5 per cent vs. 5 per cent) due to their heavier usage of mobile browsers and apps, and were also more likely to respond to SMS ads (7.7 per cent vs. 3.5 per cent).

“Although mobile advertising is still in its relative infancy, it is quickly gaining importance as new advertisers come into the fold,” says comScore vice president, Hans Fredericks. “The acceleration of mobile media consumption, driven by adoption of smartphones, 3G/4G networks and unlimited data plans, provides a ripe environment for advertisers looking to reach consumers through a variety of platforms including mobile browsers, apps and SMS. As consumer usage and technology continue to advance, look for advertising to play an increasingly important role in the development of the mobile ecosystem.”