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Mobile ad network Millennial Media is out with its latest monthly (December) Scorecard for Mobile Advertising Reach & Targeting (SMART).

Most notable from the findings was that Entertainment was dethroned as the top mobile ad spending category by Portals & Directories. These include online portals such as AOL and Microsoft, trying to plant a stake in mobile and buy traffic to get the ball moving.

Another fast moving category on the list was Travel, moving from 10 to 8. This was one of the focal points of this month’s report and the drill down of travel spending categories was likewise offered (chart below).

Other highlights include (Millennial’s emphasis):

  • U.S. Mobile Web: Decreased slightly to 66.6M users, according to Nielsen (Nov.)
  • Special Section: Travel Knows Mobile. Millennial Media Knows Travel: For the first time since S.M.A.R.T was first published in March 2009, Entertainment was not the top advertising vertical.  Portals and Directories took the top slot in Q4. Telecom, Finance, Entertainment and Dating round out the top 5.
  • Engagement: Average monthly page views per user increased to 125 in December from 113 in November, and average user session times increased from 5:02 to 5:09 (min:sec).
  • Devices: Samsung represented approximately 23 percent of our network impression share in Q4. But the iPhone was the leading smartphone on our network with 41 percent of our network U.S. impressions.

The SMART report is similar in concept to AdMob’s monthly reports in that it highlights spending and activity on Millennial’s network. As such, it’s not directly representative of all mobile activity and spending, but valuable data nonetheless to view directionally and over time. Past coverage is here (scroll).

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