On Thursday, Millennial Media – a top independent mobile advertising platform company – published its latest S.M.A.R.T. report, which is a special Year in Review edition focusing on the growth and insightful developments around the world of mobile in 2011.
In 2011, Millennial Media found, nine verticals experienced triple digit growth year-over-year. Health: Fitness & Wellness has not been on the Top 10 Global Advertising Vertical ranking to date, yet experienced growth of 229% year-over-year.
Finance, meanwhile, was the leading global vertical on Millennial Media’s platform (ranked by spend) and grew 314 percent year-over-year.
Sustained In-Market Presence was the leading campaign goal in 2011, and made up over 30 percent of all campaigns. Driving lead generation/registrations was the second leading goal. 24 percent of all campaigns in 2011 had a “watch video” post click action. 31 percent of campaigns enabled consumers to place a call, and 32 percent let them download an app.
Millennial Media also found that gaming was the top overall app category in 2011 (replacing Music & Entertainment, which was on top in 2010), and grew 16 percent year-over-year.
In addition to the growth seen across the industry, Millennial Media’s own growth was equally noteworthy, as the company’s long list of happy customers and clients only grew longer.
“We’ve been very impressed with the ability of the Millennial platform to extend our brand campaign in mobile with high levels of consumer engagement,” said Christi Gettinger, Sr. Director Brand Management Westin Hotels & Resorts. “We are inspired by the results from a recent media effectiveness test indicating our rich mobile units with Millennial are driving positive lifts across key brand attributes.”
To check out the new report in full, click here.
