Tag: mobile ads

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.

What 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.”

One third of online ad spending is directed toward smartphone and tablet using consumers.

According to the latest eMarketer study that has created a profile of the global industry for the first time ever, mobile marketing is an industry that is now worth $16 billion globally, and Google has the lion’s share of it at 55 percent.

The report also indicated that advertising over this channel represents a third of all of the global digital spending.

The eMarketer report indicated that in fiscal 2013, Google brought in over $8.8 billion in from mobile marketing. In second place, far behind Google, was Facebook, which drew $2 billion, which was an increase of just under a half billion from the year before. The third largest was Pandora, followed by the online version of Yellow Pages, YP. Last among the top five was Twitter.

As companies see increasing benefits from mobile marketing, they are redirecting their online spend toward that channel.

eMarketer pointed out in its mobile marketing report that “After making nearly half a billion dollars worldwide on mobile ads last year, Facebook—which had no mobile revenue in 2011—is expected to increase mobile revenues by more than 333% to just over $2 billion in 2013.”

This most recent year represented the middle of a new and powerful online and mobile marketing push for Twitter, which was seeing a global market share of less than 2 percent. This is expected to increase to the point that it will break the 2 percent mark this year. However, in the United States, it will hold a much larger space at 3.6 percent.

The mobile marketing dominance at Google has recently been the focus of the FTC and its competition regulators. As that massive company continues to grow and expand, it is also absorbing a larger amount of the advertising business over smartphone and tablet channels. At the same time, it is managing to keep a solid hold over to portion of the desktop advertising business.

eMarketer’s global mobile marketing report pointed out that Google will be boosting its revenues faster than the overall market’s growth over the upcoming year as a result of “continued monetization of YouTube and growing adoption of mobile advertising.”