Mobile advertising network Millennial Media has released its quarterly SMART Report for Q3, and reported that local market targeting has grown by 50 per cent quarter-on-quarter.
The report says that local market targeting accounts or 66 per cent of all targeted audience campaigns, with the other 34 per cent taken up with behavioural and demographical targeting techniques.
Mobile video campaigns are also on the rise, according to Millennials network data. Campaigns that gave consumers the option to watch mobile video increased 78 per cent quarter-over-quarter and made up 32 per cent of all campaigns. Millennial says that entertainment brands are increasingly driving consumers to movie trailers.
Indeed, entertainment represented the top vertical in terms of international ad spend. In terms of the US, the finance industry leapt from number 3 in the last quarter to be the highest-spending vertical on Millennial Medias network – growing 356 per cent year on year.
Six different verticals experienced triple digit growth or greater year-over-year. Growth figures are led by the Technology vertical, which grew 687 per cent. This vertical is separate to consumer electronics, says Millennial, and refers to B2B technology. 
Advertisers are also increasingly trying to drive mobile consumers to physical locations – with a 27 per cent rise in campaigns that direct consumers to maps.
The Millennial Media SMART Report for Q3 features updates on developer trends and devices, as well as stats from across the companys advertising network. You can download the report here.
