Millennial Media has released its latest SMART report, covering Q1, 2012. The report reveals that the leading behavioural audiences targeted in Q1 included in-market auto intenders; IT decision-makers; gadget geeks, and movie buffs.
Telecoms was the leading global vertical on the Millennial platform in Q1, followed by Finance and Travel. Five different verticals grew over 100 per cent year-on-year in spend, led by Sports, which grew by over 285 per cent.
The lead campaign goal was sustained in-market presence, followed closely by lead generation/registrations. 42 per cent of all campaigns allowed the consumer to download an app as a post-click action. Finally, mobile social media was used in 21 per cent of all campaigns on Millennial’s platform in the quarter. 
You can download the full report here.
