The number of US advertisers* using mobile display ad campaigns reached 689 in April 2011, up 128% from two years earlier, according to a study by comScore. Campaigns related to mobile content and publishing comprised the plurality of mobile ads, amounting to 50% as of March 2011, followed by ads for consumer discretionary goods (26%), information technology (7%), and financial services (6%).
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Smartphone users are driving most of the growth in the mobile ad space. Some 82.3% of smartphone users accessed their mobile Web browsers as of March and 85.0% used apps, whereas 19.1% of feature phone owners used their handset's browsers and 15.9% used apps.
Due to their heavier use of mobile browsers and apps, smartphone users are also more likely than feature-phone users to view Web or in-app ads (27.5% vs. 5.0%) and respond to SMS ads (7.7% vs. 3.5%).
The opportunity to reach consumers via mobile channels continues to improve: 31% of mobile users now own a smartphone, up from just 20% one year earlier.
