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MillennialMedia Q3 Shows Rise in App Downloads and Video Ads




2011 is headed into the home stretch, so it’s time to look back at what the third quarter had to offer. Yes, it’s time for another look at a MillennialMedia SMART report.

Overall, the report shows that mobile advertising is still on an upswing which shouldn’t come as a surprise to anyone. What might surprise you are the stats themselves. Like this: Watch Video as a post-click campaign action rose 78% over last quarter. It jumped from 18% to 32% making it one of the top 3 trends of Q3.

Video is everywhere. More advertisers are using video to show off features and benefits of their products. Others use video as a source of entertainment creating a positive (and hopefully viral) experience that shoppers will learn to associate with a brand.

Application downloads as a campaign destination grew 22% quarter over quarter. Games continue to be the number one download. News applications grew 36% while Smartphone usage popped up 7%.

Where do we go from here? Millennial Media says our mobile ad campaigns will be getting more sophisticated. Behavioral targeting combined with mobile device demographics will help companies reach a specific audience with customized ads. Also, the line between brick and online will become even more blurred.

The reality is, at least a quarter of all consumers are never really offline and that’s something retailers need to think about if they want to succeed in business.

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