Millennial Media today released its monthly S.M.A.R.T report for December with an emphasis on the massive growth being seen in mobile advertising verticals, many of which showing triple-digit growth year-over-year.
The top five verticals in Q4 2010 were telecommunications, retail & restaurants, entertainment, finance and automotive, with the latter showing an astonishing 623% growth year-over-year. Equally impressive is growth posted by the retail & restaurants category and the entertainment vertical, with 572% and 274% year-over-year growth respectively.
In terms of campaign mix, Millennial is reporting that 49% of mobile campaigns were designed to drive consumers to a website, while 16% of campaigns were designed to drive app downloads. In addition, 57% of campaigns used a “general broad reach,” while 43% targeted a specific audience. Of the targeted campaigns, targeting by demographic was the most popular method.
The full report is available here.