Millennial Media Details Travel Mobile Advertising Vertical in Latest S.M.A.R.T Report

In its latest S.M.A.R.T Report for July, Millennial Media takes a deep look at the travel vertical in terms of mobile advertising engagement.

Booking sites represented the majority of advertisers within the travel vertical at 47%, while hotels and resorts came in second with 21% of the mix.  Amusement parks, tourism, transit and cruises round out the top six at 20%, 7%, 4% and 1% respectively.  In looking at campaign goals for travel-related mobile ads on Millennial’s network, “sustaining in-market presence” was by far the most popular goal at 79% of all travel ads for the month of July.  Driving site traffic, lead gen and brand awareness rounded out the rest of the mix, each with 7% of the total.

Looking at the broader landscape, Millennial is reporting that “sustained in-market presence” remains the top campaign goal for any advertiser on its network, representing 30% of the overall total, followed by lead gen at 22%, brand awareness as 16%, increasing foot traffic at 14%, promoting a product/service launch at 13% and driving site traffic at just 5%.  In looking at mobile advertising engagement in general, driving site traffic was the number one campaign destination on the company’s network in July, followed by driving mobile app downloads and driving traffic to a custom landing page.

In terms of campaign targeting, Millennial is reporting that 56% of all campaigns in July focused on a broad reach, while roughly 44% relied on a targeted audience reach.  Of that targeted audience reach, “local market audiences” were the most popular.  For much more data, information and colorful graphs to analyze, head on over to Millennial Media and download the full report.