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Finance brands splash out on mobile spend

Regional – Finance brands were the fastest growing in terms of mobile spend in Asia Pacific, with an average monthly growth of 108% in 2012, according to a report by Millennial Media.

The data is from Millennial Media’s Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.) report on mobile advertising based on campaign and platform data on its platform.

The report covers the markets of Singapore, Malaysia, Indonesia, Philippines, Thailand, Vietnam, Australia, India, China, Hong Kong, Taiwan, Japan and South Korea and was based on brand vertical spending in these markets from January 2012 to December 2012. The report also classifies advertisers into verticals by industry.

Advertisers from the finance vertical largely ran mobile campaigns to drive app downloads which allowed consumers on-the-go access to their accounts as well as for easy credit card sign-ups, said the report.

As for the biggest mobile spenders, telcos took the spot for Asia Pacific on Millennial Media’s platform in 2012, pulling in 17% of the total brand spend. “Advertisers ran mobile campaigns every month to drive consumers to their retail stores and online sites,” said a note in the report.

Entertainment followed as the second biggest spending vertical in Asia Pacific, running mobile campaigns to drive product launches and new game releases.

In general, finance, retail & restaurants and telecommunications were the fastest growing Southeast Asia verticals in terms of average monthly spend in the year.

Globally, the government services showed the biggest increase in mobile spending, with a 860% growth in 2012.

This was followed by the employment vertical which saw a growth of 523% in 2012 and travel, which saw a 495% growth.

Millennial Media reaches 400 million unique users globally. Figures were not available on its size and reach in Asia Pacific.

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