Summits Yellow

Explosive Growth in Mobile Ad Spend in Q3 2012

Kirsty Styles

Global mobile ad spend on Millennial Media's platform saw explosive growth between Q3, 2011, and Q3, 2012, according to Millennial's SMART report for December.

Ten verticals experienced triple-digit growth on the platform in the year period, with telecoms holding the number one spot for the greatest ad spend across the first nine months of the year.

Retail and restaurants were the second biggest-spending vertical in Q3, pushing finance into third place. Automotive and travel rounded out the top five ad spenders of 2012 so far.

Automotive has seen the largest year-on-year growth, at 574 per cent, followed by travel at 431 per cent and education at 421 per cent – just in time for the start of the new term. In the previous quarter's report, travel had grown by 200 per cent compared to last year.

Though not a top 10 vertical, a spike in activity around the US election saw the Government Services vertical grew almost 294 per cent on Millennnial's platform in Q3.

The report also focuses on post-click activity - 41 per cent of its top 750 campaigns result in a site search, 32 per cent prompt an app download and 28 per cent lead to a social media action. 24 per cent now result in an mCommerce transaction.