Home  › Media › Mobile

Tech and Finance Among Fast-Growing Mobile Ad Groups

  |  November 15, 2011   |  Comments

Millenial Media's Q3 report highlights spending shifts in mobile.

Technology and finance advertisers moved aggressively into mobile in Q3 2011.

According to mobile advertising platform Millennial Media's quarterly SMART Report, the technology vertical grew 687 percent year over year, while finance grew 356 percent. While tech is still a relatively small portion of the company's total ad traffic, its emergence highlights growing adoption of mobile media, according to Mack McKelvey, senior vice president, Millennial Media.

This chart, courtesy of Millennial, shows year-over-year spending growth by vertical, between Q3 2010 and Q3 2011: 

verticals-millenial

Finance became the company's top vertical for advertising for the first time last quarter. The report is based on data from Millennial's 23 billion monthly ad requests.

Thirty eight percent of the company's financial ad traffic came from insurance companies, followed by 22 percent for financial services such as investing or loans. Banks and credit cards each accounted for 18 percent of ads served.

In addition to banks pushing credit cards for back-to-school shopping, banks and insurance companies had a lot to talk to consumers about last quarter, including hurricanes, storms and earthquakes, McKelvey says.

"In some areas, the power was out for days, so mobile was the only way to reach people," McKelvey points out.

There are other contributing factors to the increase in financial-sector mobile advertising, according to Millennial Media. For example, 80 percent of people accessing financial information or apps via mobile own a smartphone, more than double the general mobile population. The mobile finance audience is also 76 percent more likely to own a tablet or e-reader.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...