Everybody is in agreement that mobile phones and tablets have already colonized our planet. Particularly, the rise of smart phones has driven the mobile ads market to increase by 17% within a relatively short period of time. Enterprises are capitalizing on the fact that consumers are becoming highly dependent on mobile gadgets for music, gaming and shopping. The mounting demands for apps that support everyday transactions within the mobile platform inspire investors to shift their money towards mobile ads. Undoubtedly, there is an immense potential, but how companies will use these to their advantage is an issue that Millennial Media has been following for months now.
Millennial Media’s Scorecard for Mobile Advertising Reach and Targeting, or SMART Report, showed some interesting ways in which brands are empowering their local markets via hyperlocalization: “Product Launch/Release grew 24% as a Campaign Goal across all network advertisers in May. Advertisers in the Entertainment, Telecom and Automotive verticals highly leveraged mobile to increase awareness of their new products and services… 49% of all Targeted Audience campaigns used Local Market audience targeting, as advertisers are often turning to mobile as an effective way to reach local consumers.”
The same report also offers some thought-provoking statistics for the auto industry in particular, which is gaining in the mobile sector on a few levels. More than 62% of publishers using the Post Click Campaign have involved the following: Site Search, Store Locator, and View Map. These tools are being leveraged by dealers to sell cars and services to consumers with additional services to personalize and target marketing approaches.
Millennial Media, the brain behind this report, is also involved in some numbers games as they head towards an IPO. As they move closer to going public, the whole company is gearing up to follow the lead of successful stock market entrée of most tech enterprises that debuted on Wall Street recently.
Mobile phones and tablets are becoming an advertising frontier at an incredible pace. With a rapid increase of almost 74% in mobile retail usage year-over-year, there is no way we will see any cessation in mobile ads and campaigns. In fact, this platform is already a recognized prospect for brands, publishers and advertisers.
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