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Government services sees 860% increase in mobile year-over-year spend


By Ishbel Macleod, PR and social media consultant

March 12, 2013 | 1 min read

Advertisers in the government services vertical saw a 860 per cent increase in mobile year-on-year spend, according to figures from Millennial Media.

Despite this, government services did not rank in the top ten verticals for 2012 based on spend, with retail & restaurants coming out on top; followed by entertainment; telecommunications and finance.

Brand awareness represented 14 per cent of advertisers’ campaign goals on our platform in 2012, the same per cent of advertisers that said site traffic was their key goal. Travel advertisers ran mobile campaigns aimed to keep their brand name top of mind with consumers to drive hotel stays and trip planning.

However, it was found that the key goal for advertisers was sustained in-market presence, with 39 per cent agreeing this.

The Millennial Media year in review SMART report also discovered that 40 per cent of FMCG spend on our platform included some form of location-based targeting, while 21 per cent of campaigns on our platform included a store locator or “view map” option.


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