Millennial Media: Mobile An Untapped Resource To Reach Consumers During The Holidays

Millennial Media today published its monthly S.M.A.R.T report for August, covering an interesting study by comScore regarding the state of mobile retail. The study focused on why mobile is a must for advertisers in the retail space this holiday season.  Interestingly, the study found that nearly 30% of mobile subscribers accessing retail content on their …   Read More

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Millennial Media today published its monthly S.M.A.R.T report for August, covering an interesting study by comScore regarding the state of mobile retail.

The study focused on why mobile is a must for advertisers in the retail space this holiday season.  Interestingly, the study found that nearly 30% of mobile subscribers accessing retail content on their phone could not be reached online or in-store.  For advertisers, this means there’s an untapped retail audience that can only be reached via mobile.  As such, it’s a perfect opportunity for brands to “double down” with mobile for the 2010 holiday season.

As for the normal mobile Web and advertising stats, Millennial reports the US mobile Web increased by approximately 1.67% over the previous month, growing from 78.7M users to 80M even.  As for Millennial itself, its US unique audience reach increased to 72M unique users, showing the company continues to reach more than 8 out of 10 mobile Web users.

In terms of engagement, mobile Web destinations (traffic-to-site and custom landing pages) were the destinations leveraged in nearly 80% of campaigns on Millennial’s network in August, signaling that brands are continuing their commitment to the mobile platform by creating persistent mobile websites and landing pages.  For much more detail, stats and graphics, head on over and download the report — located here.

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2 comments

  1. Sophie Vu

    The findings of this study are quite interesting, particularly that there is a significant group of mobile shoppers that cannot be reached through more traditional mediums. While I agree that there is a significant opportunity for advertisers, this study also speaks to the crucial importance of retailers offering m-commerce capabilities to consumers. Without a commerce-enabled mobile app or website, retailers risk missing out on significant revenue potential this holiday season. The issue we hear retailers struggle with most often is how to reach their vast array of customers in today’s fragmented mobile landscape, without blowing their budget or taking years to create the applications. I work for Kony Solutions; many of our clients have found leveraging a Write Once, Run Everywhere technology effectively solves this problem. This is a single application definition that enables mobile applications to be developed just once and deployed across the entire mobile landscape, with significantly shorter time to market. These app offer cutting edge m-commerce functions, but are more simply updated and maintained as the market and technologies change.

  2. Bob

    I love this Post, but have to wonder if Brands and Agencies are listening?

    Or, is it already too late ("we spent our money, talk to us next year") — because, that's what I'm hearing.

    I've even seen a really fascinating platform for delivering different mobile coupons based on the user's preferences that's really intuitive and based on conversation, not polling. It would be perfect for the Holidays and family engagement, offering everyone something specific to their shopping needs. .

    My guess is that it will be another Year before Brands plan ahead and allocate a chunk of money to mobile, but, they'll totally miss out on 2010.

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