Mobile advertising firm Millennial Media has appointed former Yahoo! CEO, Mollie Spilman as its executive vice president and chief marketing officer. In the newly created role, Spilman will be responsible for leading the company’s worldwide marketing, advertising and branding efforts, as well as the company’s business development efforts. She will be based out of Millennial Media’s Baltimore headquarters and will report to CEO Paul Palmieri.

“Mobile monetization and the App Economy are changing the current media landscape as we know it,” said Spilman. “Millennial Media is at the centre, of this shift, and I look forward to helping the company drive the industry forward.”

Before Yahoo!, Spilman served as Chief Sales & Marketing Officer of Advertising.com, President and CEO of Three Stage Media, CEO of Tidal TV(now Videology) and has held other senior positions at media companies including Time Warner, Meredith Corporation, Discovery Networks and Phase2Media.

Millennial has also released its latest SMART Report, looking at activity in the Millennial network for Q2, 2012. The most frequently-targeted audience on Millennial Media’s platform during the quarter was IT Decision-makers, followed by ‘Gadget Geeks’ and ‘In-market Auto Intenders’.

The report also reveals that five different verticals experienced triple digit year-on-year growth, led by the automotive industry, which grew 372 per cent. Telecoms was the top individual vertical on Millennial’s platform, ranked by spend.
44 per cent of all campaigns on Millennial’s platform offered consumers the ability to download an app as a post-click action. The top three advertiser campaign goals were Sustained In-Market Presence, Driving Registrations, and Driving Site Traffic. Combined, these three goals made up 80 per cent of all campaigns.