Millennial Sees Rise in Targeted Local Ads

US ad network Millennial Media has published its Millennial Monthly report for February, reporting that mobile local-market targeted ads grew 22 per cent month-on-month. This follow a 15 per cent month-on-month increase between December 2010 and January 2011. 

Another significant growth area was mCommerce as a post-click campaign action. This ad goal more than doubled in February. Retail advertisers incorporated mCommerce into their Valentines Day and Presidents Day promotions, offering additional discounts for items purchased via the mobile web or in the advertisers retail application, says Millennial.

Application downloads as a post-click campaign action also grew, by 14 per cent, while video play as a post-click campaign action grew by 13 per cent. 

Valentines weekend also saw a massive lift in consumer interaction with dating ads – measured on a weekend-by-weekend basis, dating ads saw an 80 per cent rise in interaction. Food, (36 per cent), Cosmetics & Hygiene (33 per cent), and Retail (22 per cent) also saw interaction increases over the Valentines weekend.