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Q2 S.M.A.R.T. Report Shows Emphasis on Techies and Car Buyers

That day has arrived! It’s time to reveal the findings from Millennial Media’s October S.M.A.R.T. report. (With bonus points to anyone who knows what S.M.A.R.T. stands for.)

This edition, which looks at data from Q2 2012, is focused on the most frequently targeted audience types and here they are!

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.

For more, download your own copy of Millennial Media’s October S.M.A.R.T. report, all it will cost you is your email address. What a deal.