Millennial: 12 Verticals Doubled Mobile Ad Spend in 2012

Millennial Media saw the spend from 12 different verticals grow by over 100 percent year-on-year on its advertising platform during 2012, according to its SMART 2012 Year in Review report. That growth was as high as 860 per cent for the Government Services vertical, with Employment, Travel, and Personal & Home Services all seeing growth over 400 per cent.

The single top spending vertical on the platform was Retail & Restaurants, making up 16 per cent of the total brand advertiser campaigns in 2012. In 2011, it was the second-biggest spending vertical, but a growth of 106 per cent year-on-year put it ahead of the Finance vertical.

The most common post-click action in 2012 was driving downloads of an app, with 37 per cent of all campaigns on the platform offering it as an option. This was followed by site search functionality (29 per cent) and a store locator or view map option (21 per cent).