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BizReport : Mobile Marketing : April 20, 2009

Millennial Media introduces scorecard for mobile Internet advertisers

Reach and engagement have been put at the center of a new set of monthly, advertiser-focused metrics that will give a better understanding of the U.S. mobile ad market.

by Helen Leggatt

Millennial Media, one of the U.S.'s biggest mobile ad network companies, has released its first Scorecard for Mobile Advertising Reach and Targeting - or SMART for short.

By focusing on key metrics such as impressions, reach, engagement, targeting and handset information, Millennial Media is enabling advertisers to better understand the value and scale of the mobile medium.

"Mobile is real, has attractive reach, and is delivering the most cost-effective engagement in the digital advertising space," said Paul Palmieri, president and CEO, Millennial Media.

Millennial Media generated 10 billion mobile ad impressions in the U.S. during Q1 09, with 3.39 billion impressions in March alone. Its network now reaches 31 million of the country's 56 million Nielsen-identified mobile Internet users.

Other key findings from the SMART include:

- The top 20 mobile handsets account for 43% of all mobile web traffic on Millennial Media's networks.

- 58% of campaigns implement some level of geo-targeting.

- Ten of the top 20 U.S. mobile designated market area by ad requests were in three states: California, Texas and Florida.

- 42% of campaigns utilize frequency capping.

- The average number of ad requests per page view is 1.09.

Tags: ad impressions, engagement, Millennial Media, mobile, mobile advertising, reach, Scorecard, SMART

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