Mobile campaigns aim at consolidation

18 March 2013

NEW YORK: The main campaign goal of mobile advertisers is to maintain their presence in the market, a new study has found.

The 2012 SMART (Scorecard for Mobile Advertising Reach and Targeting) report from Millennial Media, a mobile advertising platform, established that 39% of marketers used mobile to sustain an in-market presence.

This was almost three times as much as the next two goals: 14% sought to build brand awareness and a similar proportion wanted to drive site traffic.

Product launches were cited by 12% and the same percentage was looking for registrations.

Finally, just 10% aimed to increase foot traffic, although Millennial Media also noted that a fifth of campaigns on its platform included a store locator or 'view map' option.

The biggest spending sector was 'retail and restaurants', which accounted for 16% of spending on the Millennial Media platform in 2012 and had doubled in value from the previous year.

Advertisers in this sector ran mobile campaigns year-round which drove consumers to both retail and online stores, according to the report.

This was followed by telecoms and finance, both on 14% of total spend, and entertainment on 12%.

Travel accounted for 9%, automotive for 8% and packaged goods for 6%. The remainder was made up of education, government services and 'other'.

As regards post-click campaign actions, 37% of campaigns offered users the chance to download an app, while 29% gave a 'site search' option.

Around 21% of campaigns featured a store locator/view map function, 19% invited users to join or subscribe and 18% linked to social media channels.

Sixteen per cent were integrated with an m-commerce component and an equivalent percentage asked users to watch a video.

Retail promotions featured in just 9% of campaigns, the same figure as offered the opportunity to place a call.

Data sourced from Millennial Media/MarketingProfs; additional content by Warc staff