Mobile Mix From Millennial Media

Millennial Media has launched a new report called Mobile Mix, which covers the latest trends in mobile devices, manufacturers, operating systems, and technology. Some of you might be aware of the fact that Millennial Media already releases a scorecard called SMART (Scorecard for Mobile Advertising Reach and Targeting) every month, which focuses on mobile advertising. The company says that Mobile Mix and SMART will complement each other.

Millennial Media has released its fist Mobile Mix report for the month of March 2010. Given below are some of the highlights from the report.

• Apple accounted for over 40% of the ad impressions in the month of March. The company has held on to the top slot continuously for six months now.

• Manufacturers supporting Google Android enabled devices dominate the list of Top 15 Mobile Manufacturers. In fact, more than 50% of the manufacturers on the list are associated with Android powered devices.

• Mobile handheld devices like iPod Touch, iPad, and Sony PSP accounted for nearly 21% of the impressions in the month of March. This is the first time the report has mentioned something about handheld devices with mobile web facility. Earlier, it used to focus only on mobile phones.

• Android ad requests increased by a whopping 75%, which is unprecedented. RIM ad requests, on the other hand, increased by 25%.

Categories: All things mobile phones.

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Entertainment Sector Tops Mobile Ad Spending

A recent metrics report from Millennial Media has the details about the recent trends in mobile ad spending. According to the report, entertainment is the sector which tops the list as far as mobile ad spending is concerned.

The report also says that 2/3rd of the money spent on entertainment was spent by movie studios for promoting their movies. Major movie studios in Hollywood have been spending a considerable amount of money on mobile ads of late. If you have a high end cell phone like the iPhone or any other web enabled phone for that matter, you could have seen ads for movies like Star Trek, Transformers: Revenge of the Fallen, and Fast & Furious 4. Since the response for such mobile campaigns is usually good, movie studios these days do not think twice to spend money on mobile advertising.

For the regular readers of this blog, this news might not be surprising, as we have already discussed this issue here, here, and here.

Apart from movies, a considerable amount has been spent on games (16% of the total spending), TV (9% of the total spending), music (4% of the total spending), and other things (7% of the total spending) that people are interested in.

One of the things to be noted here is that there has been a considerable change in the way mobile advertising is perceived by large companies in the entertainment industry lately. Earlier, the amount spent on mobile marketing campaigns was very little and it was usually for ringtones and stuff like that. Now, movie studios and television studios are coming up with mobile marketing campaigns to promote their movies, sitcoms, and reality TV shows. This just goes to show that a lot of people are slowly beginning to understand that mobile ad campaigns, when done the right way, can give very good results.

Apart from this, a lot of brands are turning their attention towards mobile ads to drive traffic to their mobile sites and enhance their presence in the mobile world. In my opinion, this is a good sign of things to come in the future. A lot of companies have developed mobile sites to help their readers access the websites they want right from their mobile phone. Since mobile web is becoming increasingly popular and the number of high end mobile users is growing fast, it is a good idea for big companies and popular brands to have their own mobile sites. This issue, as some of you might remember, has been already discussed in this blog.

The report also says that Apple iPhone and iPod Touch continue to dominate the mobile ad market by getting the lion’s share of ad impressions. However, it should be noted that other mobile phones like Samsung Instinct are giving a tough competition to Apple in terms of ad impressions.

Categories: Cell Phone Advertising, All things mobile phones.

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DoubleClick joins hands with industry leaders

DoubleClick, a well-known name in digital marketing, has announced that it will be joining hands with other industry leaders in mobile content to deliver more value to publishers and end users. DoubleClick Mobile, the mobile advertising delivery system from DoubleClick, will join hands with AdMob, Google AdSense for mobile, and Millennial Media’s Decktrade network and MBrand Network.

This partnership, DoubleClick says, is aimed at publishers who are looking to fill their available inventory and maximize their revenue. Thanks to this move by DoubleClick, publishers will now be able to sell mobile display inventory both directly and indirectly, as they have automated access to plenty of mobile advertisers’ networks. DoubleClick Mobile will give an accurate account of the inventory that is ready to be sold, inventory that has already been sold, and the slots filled by ad networks. With this kind of data, publishers will be able to monetize their mobile content better than ever.

Categories: Cell Phone Advertising, All things mobile phones.

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