Tag: millenial media

More people are using mobile commerce to make travel plans

A rise in mobile device usage could be good news for travel advertisers.

Based on the findings of a recent study that was conducted by Millennial Media, the leading independent audience platform in digital advertising, mobile commerce may be very promising for travel advertisers because more consumers are using their smartphone, tablets and other similar mobile gadgets for travel purposes, such as researching, booking trips and hotels, and engaging in other travel-related activities.

Mobile consumers are devoting more of their time to engaging in mobile activities using diverse devices.

Millennial Media’s Travel Report has found that this trend has resulted in an increase in the use of mobile in relation to travel. According to the study, of the total digital advertising spending in the travel sector, m-commerce sales are responsible for 12 percent of it and it is on the rise. According to eMarketer, by 2017 it is predicted that US travel mobile commerce sales will be $55.5 billion, which is a 247 percent increase from the $16 billion of last year.

The report, which is part of Millennial Media’s Mobile Intel Series, offers travel advertisers mobile insight and guidance. It provides an in-depth look at the major traveling trends that occurred across the globe throughout 2013. Specific focus was placed on how travel brands have utilized m-commerce to target and immerse consumers, as well as which brands are investing in advertising strategies that target travel and mobile markets.

The main travel mobile commerce audience is men between the ages of 25 and 44.

Mobile Commerce - Travel PlanningIn addition to this finding, the study also said that consumers who used their mobile devices for research and booking travel used more than one gadget. Also, consumers are utilizing mobile for the different steps of the travel process, including researching their options, attractions and accommodations, as well as booking trips via their smartphone, tablet, etc. They also use their mobile during their travels to help them get around and even for writing reviews of their experiences once they are over.

According to the report, “Consumers expect a mobile-friendly experience when accessing travel content. Seamless integration across devices, such as saving account information, mobile boarding passes, and consolidated itineraries gives travellers the mobility they need to stay connected on the go, which in turn helps attract, engage, and retail loyal mobile travel consumers.”

To take advantage of the current trends, the report suggests that travel brands and advertisers need to invest in mobile commerce by growing their mobile sites, so they can offer users an engaging and mobile friendly experience.

Mobile marketing use is strong among restaurants

The latest report from Millennial Media has revealed that this industry is a powerful smartphone ad user.

Millennial Media has now released its most recent SMART report, which seeks to offer a deeper look at the restaurant industry, and in this edition, it has indicated that mobile marketing plays an important role among restaurants.

The report has provided considerable insight into the use of these smartphone friendly ads by these businesses.

Among the mobile marketing statistics that were provided in the report was one that indicated that 80 percent of restaurant campaigns targeting smartphone users includes a page or site that features a store locator. This is extremely notable, because when Millennial Media compared that figure to the average of all total campaigns over its platform, businesses as a whole were using that feature only 15 percent of the time.

The ad network also determined that restaurants have more searchable mobile marketing campaigns than the average.

Mobile marketing and restaurantsWhat it found was that among the mobile marketing campaigns of restaurants, 70 percent allowed consumers to search their site from their smartphones. The average among all of the platform users, was much lower, at 24 percent.

The primary goal for restaurant mobile marketing campaigns – that is, in 80 percent of cases – was to boost foot traffic to their locations. The MM platform overall saw the same goal for their campaigns in only 9 percent of businesses.

In the first quarter of this year, the leading spending vertical was Telecom, and this experienced a year over year increase in spending by 102 percent. The next three leading verticals after Telecom were Entertainment, Finance, and Retail.

The mobile marketing and commerce report showed that when all was said and done, there were eight different verticals that experienced growth in their spending that was 100 percent or greater when compared to the same time in 2012. The leader was Sports, which saw growth in its spending by 600 percent, compared to Q1 2012.

The three leading mobile marketing campaign goals for brands and marketers, said the SMART report, were “Sustained In-Market Presence,” followed by “Driving Site/Mobile Traffic,” and finally “Driving Registrations.”