Mobile Display Advertisers Double in 2 Yrs

June 8, 2011

comscore-advertising-category-share-mobile-display-ads-jun11.gifThe number of US advertisers using mobile display ad campaigns has more than doubled in the past two years, with mobile content and publishing accounting for half of all products advertised on mobile device, according to March 2011 comScore Mobile AdMetrix data. An analysis of advertised categories revealed that mobile content and publishing accounted for 50% of mobile ads, while 26% of display advertisements were for consumer discretionary goods, IT accounted for 7%, and financial services accounted for 6% of mobile display ads.

In April 2011, 689 advertisers used mobile display advertising campaigns to reach consumers, up 128% from two years prior.

Smartphones Critical to Mobile Advertising Opportunity

comscore-smartrphone-penetration-mar-11-june-2011.JPGMobile media usage and mobile ad exposure show strong differences between smartphone users and feature phone users. More than eight in 10 smartphone users accessed their mobile browser (82.3%) or applications (85%) during March 2011, while just 19.1% of feature phone users utilized their mobile browser and 15.9% accessed apps. This means smartphone users are employing their browsers and apps at a rate four to five times that of feature phone users.

comScore data indicates smartphone users were also far more likely to see web or in app ads (27.5% compared to 5% of feature phone users) due to their heavier usage of mobile browsers and applications. Smartphone users were also about twice as likely to respond to SMS ads (7.7% compared to 3.5%).

With 31% of mobile users now owning a smartphone device, up more than 50% from just 20% a year ago, comScore advises the opportunity to reach consumers through the mobile channel continues to improve.

Mobile Advertising Gains Importance

comScore advises that although mobile advertising is still in its relative infancy, it is quickly gaining importance as new advertisers come into the fold. “The acceleration of mobile media consumption, driven by adoption of smartphones, 3G/4G networks and unlimited data plans, provides a ripe environment for advertisers looking to reach consumers through a variety of platforms,” said comScore VP Hans Fredericks.

According to Fredericks, these platforms include mobile browsers, apps and SMS. As consumer usage and technology continue to advance, he says the industry should look for advertising to play an increasingly important role in the development of the mobile ecosystem.

Millennial Media: Lead Gen Top Mobile Campaign Goal

Thirty percent of the mobile ad campaigns conducted via the Millennial Media network in April 2011 had an advertiser goal of lead generation, according to the June 2011 SMART Report. Sustained in-market presence closely followed as the advertiser goal of 29% of Millennial mobile campaigns. Advertisers in another 17% of the campaigns had a goal of launching or releasing a product, and 13% of the campaigns had an advertiser goal of brand awareness.

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