Millennial Media mobile advertisers spent a lot of the quarter chasing after IT Decision Makers, Gadget Geeks and In-Market Auto Intenders, which I take to mean people who have expressed an interest in possibly buying a new car.
Other top targets include business travelers, movie buffs, moms, spring Do-It-Yourselfers, small business decision makers, entertainment fans, and of course, the mobile switchers. Looking at that list, I have to wonder who is missing? I myself fall into five of those categories, even my husband, who is not a big mobile user falls into two.
At a glance, I’d say the under-served areas are sports fans, dads, outdoorsy people and adventure lovers, people who travel for enjoyment and students. Is that because these people aren’t seen as being mobile-oriented or is it a need that someone (you?) can fill?
Looking strictly at ad spend, the automotive industry blew everyone else off the road with 372% growth year-over-year but it came in third for actual dollars. Telecom and Retail / Restaurants took first and second.
Once they caught the mobile users’ attention, 44% of all campaigns on MM’s platform asked consumers to download an app. This appears to be up over last year, but the data points don’t match up exactly, so I don’t want to say for sure. Maybe someone from Millennial can help us out. (ETA: Answered “the App Download percentage in Q2 of 2011 was 29%.” So, wow, what a difference a year makes.)
The big surprise is that watch video is only 8%. Video is such a trend both online and on mobile devices, I would expect to see more of that in mobile ads. And here’s a hint for advertisers, video ads are about the only kinds of ads on my iPad that I interact with because they’re usually entertaining, so next quarter, let’s pump up that last box.
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