Millennial Media’s S.M.A.R.T Report, or Scorecard for Mobile Advertising Reach & Targeting, provides a nice glimpse into the world of mobile advertising on a month-to-month basis to track changes and highlight trends as seen from one of the largest mobile ad-networks in the US.
Along with the normal metrics, November’s report highlighted consumer behavior trends over Thanksgiving and the days following, giving an interesting overview of how people interacted with the mobile Web over the holiday weekend.
Interestingly, the report highlights the fact that the CPG (Consumer Packaged Goods) and food ad vertical showed mobile interaction lifts for recipes two days prior to Thanksgiving and again on Thanksgiving day when people were searching for last minute recipe tips. Subsequently, a 31 percent lift in interaction rates within the CPG/food vertical was reported on November 24th, compared to month-to-date data through November 23rd.
Even more interesting was in the restaurant/fast food category, where an interaction lift of 51 percent was observed on November 27th, the day after Thanksgiving and Black Friday. While the masses were out shopping, the subsequent result was an influx of mobile use presumably researching restaurants and finding coupons while on-the-go.
A surprising insight was also observed in terms of mobile dating. Interaction rates spiked 19 percent over Thanksgiving weekend, providing a perfect opportunity for marketers in this particular niche vertical.
As Millennial points out, these data points represent huge opportunities for marketers to be creative and target consumers in various relevant categories over the holiday season. Anyone operating in the CPG/food vertical would know to boost their efforts for recipes on the days leading up to Thanksgiving and boost mobile coupons and restaurant-oriented advertising on the day after, for example.
Knowing how consumers truly interact with the mobile Web is one of the most valuable assets to any mobile marketer, thus the continued importance of research such as Millennial’s monthly S.M.A.R.T reports. November’s report includes a ton of other metrics associated with November consumer behavior- head on over and download a copy for yourself.
