Top Mobile Ad Spenders by Vertical; Top Handsets by Ad Impression Share

The entertainment sector spent the most on mobile advertising in the U.S. during the second quarter of the year, followed by telecommunications, portals, dating and retail, according to data from mobile ad network Millennial Media.

Despite its reputation as a big mobile advertiser and likely a result of ongoing financial conditions, the automotive vertical was only seventh on the list behind the typically more mobile-apprehensive consumer-packaged goods (CPG) vertical.

Ads for movies fuelled activity in the entertainment category, accounting for 63 percent of its spend, followed by gaming and TV, which attracted 16 percent and 9 percent, respectively.

Top 10 Q2 Mobile Advertising Verticals Ranked by Spend*
Rank Vertical
1 Entertainment (Motion picture, TV, music, and games)
2 Telecommunications
3 Portals
4 Dating
5 Retail
6 Consumer-packaged goods
7 Automotive
8 Armed forces
9 Education
10 Travel
*Does not include mobile apps, ringtones or downloads
Source: Millennial Media, June 2009

Additionally, the research found that Apple’s iPhone is now the dominant U.S. handset it terms of ad impressions served, enjoying a 2 percentage point increase in June and overtaking Samsung’s SPH-M800 as a result.

Most other handsets in the top 10 experienced a drop in impressions, besides the Google Android powered HTC G1 and the Blackberry Curve. The LG VX900 also experienced a very slight increase with 0.01 percent growth.

Top 10 Mobile Phones By Ad Impression Share*
Rank Device June (%) May (%) Percentage Point Change
1 Apple iPhone 8.58 6.54 2.04
2 Samsung SPH-M800 (Instinct) 6.22 7.19 -0.97
3 Blackberry Curve 5.84 5.67 0.17
4 Samsung SCH-R450 4.29 4.39 -0.10
5 Blackberry Pearl 2.85 3.01 -0.16
6 Danger Sidekick 2008 2.70 2.95 -0.25
7 Tmobile/HTC G1 (Dream) 2.12 1.82 0.30
8 Danger Sidekick LX 1.80 2.10 -0.29
9 LG CU920 (Vu) 1.78 1.82 -0.04
10 LG VX9700 (Dare) 1.64 1.63 0.01
*Does not include non-phone Wi-Fi devices such as iPod Touch, Sony PSP, Nintendo DS, Amazon Kindle
Source: Millennial Media, June 2009

As advertisers become increasingly mobile-savvy, the research also found that 61.6 percent of mobile ads served during Q2 directed users to customized mobile landing pages, with 30.8 percent pointing to a dedicated mobile site, suggesting continued maturity of the mobile channel.

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