Millennial Media’s SMART Report Highlights Growing Importance of All Things Local in Mobile Marketing

On Thursday, Millennial Media released its monthly SMART report, which presents more than a few interesting tidbits on the many ways in which brands try to reach local consumers. According to the report highlighting all the findings in the world of mobile during the month of May, campaigns with store locators increased 48% month-over-month. The …   Read More

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On Thursday, Millennial Media released its monthly SMART report, which presents more than a few interesting tidbits on the many ways in which brands try to reach local consumers.

According to the report highlighting all the findings in the world of mobile during the month of May, campaigns with store locators increased 48% month-over-month.

The report also highlighted how 49% of all targeted audience campaigns used local market audience targeting, as advertisers are often turning to mobile as an effective way to reach local consumers.

By comparison, campaigns that gave users the option to take a social media action grew 36% month-over-month. This is often seen in Telecom, Entertainment and Retail, as advertisers try to gain social media followers or get feedback on new movie releases/product launches.

Targeting by demographic grew 12% month-over-month and represented 38% of targeted audience campaigns. An example of this would be finance advertisers targeting college students with info on student loans or credit products.

Also noteworthy in the new report is the rapid adoption of mobile marketing and targeted mobile ads within the automotive world.

“In May, product launch/release was the number one campaign goal for auto advertisers, representing 36% of the Automotive Campaign Goals,” the SMART report reveals. “Automotive advertisers leveraged mobile to increase the awareness of their new model year car releases.”

Over 50% of all Automotive campaigns ran Targeted-Audience campaigns (using Demographic Audience, Local Market Audience and Behavioral Audience targeting methods) in May.

Although the latest SMART report was a page-turner in its own right, Millennial Media has something special planned for July.

“In July,” the independent mobile advertising and data company said, “we will release the second edition of our Mobile Intel Series. Designed to help brands navigate opportunities in mobile advertising, our second edition in the series will focus on the mobile auto landscape. Insights are based upon a research study we commissioned with mobile measurement firm, comScore, and our own network observations across thousands of mobile ad campaigns.”

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