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Sustaining in-market presence and lead generations were advertisers' main campaign goals last year, SMART report finds


By The Drum Team | Editorial

March 15, 2012 | 1 min read

Millenial Media’s Scorecard for Mobile Advertising Reach and Targeting (SMART) report has found that three global trends for 2011 were local targeting, mobile video and mass market reach.

The research found that sustained in-market presence was the leading campaign goal in 2011, and made up over 31% of all campaigns, while driving lead generation/registrations was the second leading goal at 25%.

Product launch/release; brand awareness; increased foot traffic and site traffic were also rated on the list.

The list of global advertising verticals, ranked by spend, found that financial topped the list, followed by retail and restaurants; while technology was at the bottom, despite a 698% growth in spend.

Gavin Stirrat, managing director EMEA, said: “The Millennial Media global SMART report, Year in Review, outlines how different verticals are all finding their own unique ways to leverage mobile in different markets, and this ranges from FMCG to Automotive. As a whole, we saw nine distinct verticals experience triple digit growth in 2011, and it was exciting to see mobile used successfully in such a wide range of industries.”

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