Top 20 Handsets Represent 43% of Mobile Advertising Inventory

Mobile advertising agency, Millennial Media has announced the launch of a monthly Scorecard for Mobile Advertising Reach and Targeting (SMART). This monthly report will aim to detail relevant insights about the U.S. mobile advertising market by focusing on reach, targeting, impressions and handset information.

The mobile advertising business is showing strong growth in a tough media market as is evidenced by Millennial Media's SMART. Set against the universe of brand impact studies completed by InsightExpress for over a year, mobile provided 5X the lift (in brand metrics) than that of Internet advertising campaigns, and many leading edge agencies are now making mobile a centerpiece of their media strategy.

"The mobile phone is an essential part of everyday life. At Moxie Interactive we don't think about target audiences", we think about engaging experiences. Whether the consumer is viewing media through an application, browser, or social networking experience, advertisers have a great opportunity to reach their consumers in a very impactful environment" said Joel Lunenfeld, Chief Innovation Officer, Moxie Interactive. "It is great to see Millennial Media release this data, which shows that advertisers are achieving results in mobile."

Highlights from Millennial Media's March SMART include:

• More than 10B U.S. impressions in Q1 2009 (January through March); 3.39B in March alone
• Reach of nearly 31M out of the 56M Nielsen-identified mobile internet users
• The top 20 mobile handsets account for 43% of all mobile web traffic on Millennial Media's networks
• 58% of campaigns utilized some level of geo targeting
• 10 of the top 20 U.S. mobile DMAs by ad requests were in three states: California, Texas and Florida.
• 42% of campaigns utilized frequency capping
• 1.09 were the average number of ad requests per page view
• 42% of brands are utilizing other Third Party tracking capabilities, while 58% rely on Millennial Media for campaign tracking

"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. "We are delighted to put a program in place to help advertisers understand the scale, value and growth of the mobile medium based on our observed network data."

To register to receive Millennial Media's monthly Scorecard for Mobile Advertising Reach and Targeting, go to http://www.millenialmedia.com/research.

Posted to the site on 17th April 2009