Millennial Media: Advertisers Should Spend More On Ads For The Holidays

Millennial Media: Campaign Destination Mix (August 2010)

Millennial Media wouldn’t be doing their job if they weren’t trying to get brands to spend more on mobile advertising, and this time it didn’t hesitate in getting to the punch: “It is imperative that brands double down with mobile for the 2010 holiday season.”

The statement was included in Millennial’s monthly report. As part of the August edition, Millennial included results from a study commissioned by Millennial, and conducted by comScore (NSDQ: SCOR), on the upcoming holiday shopping season.

Not many details were included in the report, but Millennial would like you to believe the highlight was that it identified a new way to reach some people who are not accessible through traditional advertising mediums, such as online or in stores. The study found that nearly 30 percent of mobile subscribers “accessing retail content on their phones” cannot be reached online or offline (in-stores). Furthermore, Millennial concluded these people were worth tapping into, especially for luxury brands since they tended to be slightly more affluent than the general mobile audience (34 percent made greater than $100,000 a year).

Beyond the special report, here’s other trends identified in the month of August:

Targeting: 41 percent of campaigns used location as a way to target their audience. The second-most commonly used measurement was demographic information, followed by “behavioral,” which was used by telecom and entertainment brands looking for sports fans to promote their football offerings.

Destination: In August, most mobile ads, or about 47 percent, preferred directing people to the advertisers’ web site. The second-most likely destination was a custom landing page, followed by a rich media experience (a la iAd). While its the smallest segment, Millennial says rich media campaigns is growing, driven by insurance and consumer-packaged goods trying to promote apps and video content.

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