Verticals Ramp Up Year-Over-Year Mobile Ad Spending in Q3 - eMarketer

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Verticals Ramp Up Year-Over-Year Mobile Ad Spending in Q3

Site search was top mobile ad action

December 27, 2012

The US mobile ad market has yet to show any signs that it is slowing down. According to eMarketer estimates, mobile ad spending in the US will total more than $4 billion as 2012 comes to a close. The high growth rate of ad spending domestically has been driven in part by “native” ad formats incorporated into social media, such as Facebook’s mobile newsfeed ads.

This trend appears to be reflected on the worldwide stage as well, according to research from Millennial Media. The mobile ad platform provider found that Q3 2012 showed high year-over-year mobile ad spending growth in several verticals. Automotive lead the way, with a 574% jump in mobile spending, followed by travel (431%), education (421%) and sports (417%).

Leading Industries Worldwide, Ranked by Mobile Ad Spending Growth, Q3 2012 (% change vs. same period of prior year)

These figures should be taken with a grain of salt, however, as they may be the result of brands and companies starting from a low base and shifting resources into mobile for the first time.

Advertisers were most interested in using mobile ads to lead viewers to site searches; this action was utilized by 41% of campaigns. That was followed by app downloads, used by 32% of campaigns, and then social media actions, used by 28%.

Actions Offered by Mobile Ad Campaigns Worldwide, Q3 2012 (% of campaigns)

Advertisers also had clear goals for their campaigns, with the top two being maintaining a market presence and driving traffic to websites.

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Check out today’s other articles, “Facebook Still Top Social Site for Sharing Product Info” and “In Sweden, In-Store Mobile Payments Lag.”


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