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Mobile video ads are on the rise and they’re not just for movies and games anymore




Summer time is movie time but according to the June S.M.A.R.T. Report from Millennial Media, the entertainment industry isn’t the only industry taking advantage of mobile, video advertising.

23% of the mobile campaigns in Q1 had a “Watch Video” action and that’s up from 17% last year. Surprisingly, Energy & Power companies delivered a large number of video ads in the first part of the year. Their goal was to drive traffic to mobile sites and for general consumer awareness. Energy & Power was also one of the biggest growth verticals in Q1 showing a 270% increase in mobile ad spend over last year.

The big prize for the biggest growth goes to the Pharmaceutical industry. Their year-over-year growth was 491%. Last year they weren’t even in the top ten for spend and now they’re number 7. This is proof that mobile is becoming as common in our lives as the TV. It’s no longer just a toy for techies and trendies – it’s become an indispensable tool for a large portion of Americans.

Here’s a look at the most popular mobile ad actions:

Millennial Media Post Click Q1 2014Compared to Q1 in 2013:

Millennial Media Post Click Q1 2013

Look at the change in the first option – application download. That’s dropped off by half! What’s up with that? We know apps are still hot so it’s not a lack of interest. Perhaps there are other, better ways of promoting apps. . . I can’t figure this one at all.

(Note that the boxes don’t line up exactly so make sure you’re comparing labels not place in line)

M-Commerce promotion is up but not by much – 12% in 2013, 15% in 2014. Place call dropped a little but retail promotion rose 10% in 21014. Site Search is another big winner rising from 24% to 37% and there’s mobile going from 17% last year to 23% this year.

Also look at Social Media. A year ago 15% of mobile ads had social media clicks as the ad action. Now, only 8% are driving traffic to a social media site. That’s a small number but a big difference and a sign of how disenchanted we’ve become with social.

Store Locator / View Map has also dropped off. That might be because stores now have that as part of their own mobile site so they’d rather drive traffic to the site than to the map. Maybe?

What about you? How have your marketing goals changed in the past year? Are you using more video? Driving less traffic to social? We’d like to know.