In 2012, the government services industry (i.e., political advertisers during the election) recorded the biggest year-over-year (YOY) growth in mobile advertising spend on the Millennial Media platform, up some 860%, according to the 2012 Scorecard for Mobile Advertising Reach and Targeting (SMART) report.
The employment sector ranked second in mobile ad spend growth (up 523% YOY), followed by travel services (495%), and personal and home services (up 461%):
Below, additional findings from Millennial Media’s 2012 Year-in-Review SMART report.
Retailers and Restaurants Are Top Spenders
Despite the impressive growth, the retail and restaurants industry still accounted for the largest share of spending on the Millennial Media platform in 2012 (16%). Those advertisers ran mobile campaigns year-round which drove consumers to both retail and online stores, according to the report.
The telecom and finance industries each accounted for 14% of total mobile spend in 2012, and the entertainment industry accounted for 12%.