Millennial Media Compares 2 Years of Mobile Advertising Trends In 50th S.M.A.R.T Report

Millennial Media has reached a major milestone in publishing its 50th S.M.A.R.T report, also known as the “Scorecard for Mobile Advertising Reach and Targeting.”  As such, the mobile advertising powerhouse has produced the most comprehensive research report to date.

For anyone within the mobile advertising industry, you’ve likely relied on Millennial’s research over the last two and half years to stay up on the ever-changing trends, devices, verticals and more that drive the market.  In fact, according to Millennial, its research is used by all 25 of the top mobile agencies, all 20 of the top ad agencies, and 70% of the top 20 Ad Age advertisers.  In addition, its research has been referenced more than 5,000 times by press, analysts, customers, etc and has seen more than 20,000 downloads to-date.

Now, on to the data.  In terms of general mobile advertising growth, Millennial and Gartner reported total mobile advertising revenue in 2010 totaled $1.627B, and in June of this year, Gartner projected that the worldwide market would more than double by the end of 2011 over 2010 to total an estimated $3.309B.  By 2015, however, Gartner projects total revenue to top $20.6B.

Looking at mobile vertical spending in Q2, six specific verticals experienced triple-digit growth including travel, entertainment, automotive, pharmaceuticals, retail/restaurants, and finance — the latter of which seeing an impressive 1,095% growth over Q2 2010.  Retail and restaurants took the top spot for U.S. mobile verticals in Q2 while “portals & directories” took the top spot on an international scale.

In terms of mobile campaign engagement methods, “application download” grew 9% quarter-over-quarter and represented 23% of Millennial’s “Campaign Destination Mix” for Q2, while “View Map” grew 28% quarter-over-quarter as a “Post-Click Campaign Action.”  Looking at general campaign destinations, driving traffic-to-site represented 52% of all campaigns, while driving traffic to a custom landing page and driving app downloads rounded out the rest with 25% and 23% respectively.  It’s worth mentioning that, when compared to Millennial’s very first S.M.A.R.T report back in 2009, the “app download” campaign action has grown an impressive 667% — mirroring the massive growth in mobile app usage and smartphones in general.

Looking further in how far we’ve come in the last 2.5 years, the top 5 mobile phones in Millennial’s network in March 2009 included (in descending order) the Apple iPhone in the #1 spot, followed by the Samsung Instinct, the Blackberry Curve, the Samsung Messenger and the T-Mobile Sidekick — note two out of 5 were feature phones.  Jump to Q2 2011 and the iPhone remains in the number one spot, followed by the Blackberry Curve, the Motorola Droid, the Samsung Nexus S and the Blackberry Bold 2.  The entire list of the top 20 phones for Q2 were smartphones.

As always, the report includes much more data and explanation, so head on over and download a copy for yourself.  In honor of its 50th report, Millennial produced the following video that features several industry insiders talking about what the company’s research means to their business and how valuable it is to the industry in general . . .