Millennial SMART Report Reviews 2011

Mobile ad network Millennial Media has released its latest SMART report, reviewing 2011 in mobile advertising. Over the course of the year, nine verticals – including finance (314 per cent), FMCG (199 per cent), and automotive (185 per cent) – experienced triple digit year-over-year growth in spend on Millennials platform. Leading the way, though, was technology, which saw a growth of 698 per cent in 2011.

In terms of apps, gaming was the top category in 2011, according to the report, growing 16 per cent year-on-year to dethrone music and entertainment. 32 per cent of ad campaigns enabled consumers to download an app, while 31 per cent featured the ability to make a call. 24 per cent of all campaigns in 2011 featured a watch video post-click action.

“The Millennial Media SMART Year in Review outlines how different verticals are all finding their own unique ways to leverage mobile in different markets, and this ranges from FMCG to Automotive,” says Gavin Stirrat, managing director EMEA, Millennial Media. “As a whole, we saw nine distinct verticals experience triple digit growth in 2011, and it was exciting to see mobile used successfully in such a wide range of industries.”

The two most popular goals for the campaigns were sustained in-market presence, motivating 30 per cent and, at 25 per cent, driving lead generation or registrations was the second leading goal.

You can download the full report here.