Millennial Media released its Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.) report today. Advertisers leveraging mobile to deliver locally relevant messages to target audiences were among the top trends. Mobile video ads became mainstream last year as advertisers shifted dollars to mobile from traditional media channels. As a result, developers benefited from higher eCPM campaigns.

Campaign destination measurements, or where advertisers send consumers from ads to view more content, found more than half are driven to a client’s mobile site. The option to watch video was included in nearly a quarter of post-click campaign actions, particularly with entertainment and television advertisers that wanted to promote the release of new movies and mobile devices.