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:
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.
According to Matt Hoggatt, CEO of mobile audience network ReachMobi, there are rich opportunities in the realm of mobile web, if only mobile companies knew how to realize the platform’s potential. We caught up with Matt for a glimpse into the future of mobile web, and to find out what web push notifications have to offer marketers.
Last week, a panel of ecommerce and mobile experts joined together for a webinar to discuss key topics surrounding the mobile app ... read more
As we have learned from the previous columns in this series, images are the major contributor to bloated, slow-loading mobile pages.
27-year-old Swede Felix Kjellberg, who goes by the name PewDiePie on YouTube, has found himself at the center of a firestorm.