Mobile ad network Millennial Media has released its latest S.M.A.R.T. (Scorecard for Mobile Advertising Reach and Targeting) report, covering 2013, based on EMEA brand campaign data from its platform.

The report reveals that Entertainment was the top vertical by mobile ad spend in 2013, followed by Retail and Telecommunications, with triple digital growth in ad spend across no fewer than eight industry sectors in EMEA. Leading the charge were Pharmaceuticals (up 876 per cent), Restaurants (357 per cent) and Health & Fitness (345 per cent).

The single biggest call-to-action was to download an app, used in 34 per cent of campaigns across all Millennial’s advertisers. Advertisers’ campaign goals shifted in 2013, however, with the goal of driving to mobile traffic almost doubling year-on-year, while band awareness increased by eight percentage points over 2012.

23 per cent of EMEA advertisers running campaigns through Millennial Media in 2013 did so with the objective to further brand awareness. The most popular vertical sector running brand awareness campaigns was Automotive, with 75 per cent of campaigns aiming to improve brand awareness.

The report also reveals the impact of rich media ad creative. In both the Education and Automotive verticals, clickthrough rates for rich media ads were 350 per cent higher than for standard banner ads.