It was quite interesting to discover that car manufacturers have been among the 10 biggest spenders on mobile marketing for more than two years, spending 72% more than dealerships, auto repair services and online car listings.
These are insights from a report prepared by mobile advertising platform company Millennial Media, which listed retail companies as the biggest spenders on mobile advertising in the second quarter of the year, jumping three places from the ranking published the previous quarter after scoring annual growth of 413%. Next came non-profit organisations and charities, which boosted their mobile advertising spend by 299% year-on-year. Third was the technology sector with a 279% surge in mobile ad investment, followed by government services, restaurants, consumer goods and employment organisations.
Apps lead the way when it comes to mobile advertising formats deployed by companies and apps are used in 35% of all campaigns, while site search was runner-up with 30%. Another preferred form of advertising in the April-June period was video, devised for 17% of the campaigns on Millennial Media’s platform.
The research, published in Mobile Entertainment, shows that site search is used in 70% of the post-click campaigns of automobile manufactures. Videos are used more in auto commercials than any other sector, while store locator services are deployed for 32% of auto campaigns.
More than half of auto campaigns are aimed at enhancing brand awareness, while 19% are designed to accelerate traffic to company websites.