Mobile’s Increasing Sophistication Stirs Advertiser Interest

For many marketers, the world of mobile presents exciting opportunities and confusing challenges. With exponential growth rates predicted in this channel, marketers must start developing their strategies to keep from falling behind. One way to understand what’s working in mobile is to keep up with reports issued by platform operators.

Millennial Mobile regularly releases reports on mobile. According to the firm’s analysts, marketers have been increasing their mobile ad budgets, have shifted to “leveraging audience targeting in lieu of content targeting", and are buying ads to promote in-​market apps.

As they increase their ad budgets, the campaign goals for mobile marketers are all about:

  • Sustained in-​market presence 31%
  • Lead generation/​registrations 25%
  • Product launch/​release 17%
  • Brand awareness 14%
  • Increased foot traffic 10%
  • Site traffic 3%

With respect to behavioral audiences, the top candidates in mobile campaigns this year have ranged from IT decision-​makers to movie lovers to business travelers. As marketers identify audiences, platform providers can ensure that ads appear with content which is likely draw their interest, whether it’s news, traffic or sports scores. It is this increasing sophistication that should make it easier and more cost efficient to target specific consumers.

To get consumers to interact with mobile campaigns, marketers are using a variety of strategies. The top methods include application download (42%), enroll/​join/​subscribe (34%), and mobile social media (21%).

But marketers, content and platform providers, and developers remain dependent on hardware changes and the preferences of consumers for specific devices. In addition to the increasing sophistication in the mobile marketplace, developers are also planning for an expected increase in Windows Phone apps. Marketers will be keeping their eye on this development for the rest of 2012 as well.

[Source: SMART Report. Millennial Media. June 2012. Web. 25 Jun. 2012]


Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.