The world is already at an important junction in time and space, will all roads leading to mobile platforms.  Can you even imagine a life without mobile devices? These have been instated as a segment of the assembly line of our human race’s existence, life-changing gadgets that they are. The London riots awareness campaign is a very good example of how mobile technology has utterly changed society, communication and the mobilization of entire populations. In its 50^th mobile intelligence report, Millennial Media presents a holistic view of the mobile industry in varied spectra, noting its principles in delivering research for the mobile marketing industry during a time when such data wasn’t largely available (see video below).

Mobile Practice Lead at Razorfish, Paul Gelb’s insight on mobile targets it as the leading and bonafide mass media platform. He said, “Mobile is the first truly mass media. There are over three times the number of mobile subscribers as there are TV subscribers. Globally, it’s the most adopted technology and media channel in history. The engagement rates are higher. And inventory, thanks to 24-hour access to users, is unmatched.”

In general, the study reflected growth in almost all dimensions of mobile advertising and the emergence of new industries driven by smartphone boom at a large scale. Here are some interesting tidbits from the Q2 S.M.A.R.T. Report:

Mobile Verticals Explosion

US mobile advertising verticals greatly vary from the global perspective. The former ranked retail & restaurants, telecommunications and finance at the top three, while worldwide shows portals & directories, education and travel as the prime performers.  The verticals explosion over the last year mirrored overwhelming figures from some 1095% growth in finance verticals, 956% in retail & restaurants and 426% in pharmaceuticals, and the list goes on. This is an indication that companies are now placing consistent investments in mobile advertising.

Interactive mobile ads through HD video

Interactive mobile advertising stats revealed that in the US alone, there’d been a 40% increase in mobile viewing.  Companies are lured to create high definition mobile video ads to promote their products and services. Highlighted in campaigns are three interactive buttons that allow actionable experience to mobile users: Share, Web and Buy buttons.

Smartphone usage at home

Remarkably, people actually spend more time utilizing their smartphones at home than somewhere else. This gives an impression that while PCs and laptop are still in existence, mobile platforms are seriously taking the helm.  Around 59% of the respondents said that they go online using their smartphones at home.  It is also inside the abode where some 72% explore mobile apps.  Entertainment through smartphones at home is also a hit.  Just think of all those mobile games you play while sitting on your own throne.

Mobile ads are still into local market

While most campaigns eye for broad reach, targeting specific audience sees tremendous growth. With this targeted audience mix, 44% are after the local market audience. This micro attack hopes to eventually create local awareness of the brands and making an impact on a large scale.  Over the past two years, both demographic and local targeting grew at a record pace, starting from 1 % in 2009.

Device and Developer Trends Still Crazy Over Gaming

The billion-dollar market created by users’ innate love for mobile games has remained strong, sitting at the pinnacle of global application categories.  But, the biggest gain went to travel, a unit that saw 57% spike in application impressions by way of mass usage of transit and tourism guides and air travel-related promotions.

 Looking Back: The Tides Have Shifted

In just over 700 days, the mobile landscape has already changed contours.  In 2009, the top three mobile manufacturers in chronological order were Samsung, LG and Apple. This year, Apple grabbed the reign from Samsung and LG fell down to 6^th place, replaced by RIM.  Device input also changed regime from QWERTY two years ago to the touch screen of today.  Perhaps the biggest winner of all are smartphones themselves—from occupying 9 seats of the 20 top ranked mobile devices, after 8 quarters, they’ve already expelled featured phones of the list and snatched all 20.

The startling shifts and unprecedented progression with the mobile advertising, developing and the industry as a whole will continue as the world embraces mobile platforms unconditionally, making it a staple piece of our lives.