Millennial Media has released its first S.M.A.R.T report of the new year, following its 2009 “year in review” posted last month. Along with the usual data and insight from Millennial’s ever-growing network, this month’s report includes a special section comparing the performance of advertising on mobile devices using norms developed in online ad testing- a unique study conducted by InsightExpress.
First, a little context- the mobile Web, as measured by Nielsen, came in at a total audience of 67,004,000. Of which, Millennial reached roughly 54,371,000 via its network, representing a network audience reach of 81% of total U.S mobile Internet users. “Traffic to Site” remained the primary destination advertisers directed traffic to, once again, representing 45 percent of the total campaign destination mix, while custom landing pages and app downloads came in second and third at 34 percent and 16 percent respectively.
With regards to the study conducted by InsightExpress on behalf of Millennial Media, five categories were used — unaided awareness, aided awareness, mobile ad awareness, brand favorability and purchase intent — comparing campaign effectiveness by ad vertical. Mobile campaigns in the Retail Vertical showed the largest differences in three of the five categories; Aided Awareness, Purchase Intent, and Unaided Awareness, while CPG campaigns indexed high in the Brand Favorability category.
To wrap things up for this month’s report, Millennial revealed that 10 percent of its advertisers used rich media creative during January, while average monthly pageviews per user reached 127. Most surprising of all though, was the fact that Apple impressions experienced the largest month over month increase ever in January at 71 percent.
