Source: Fierce Mobile Content
The entertainment industry topped all other verticals in respect to mobile advertising spending in the second quarter according to mobile advertising network Millennial Media’s June 2009 Scorecard for Mobile Advertising Reach and Targeting. The motion picture business contributed 63 percent of entertainment vertical spending in Q2, followed by games at 16 percent-television was responsible for 9 percent, and music generated 4 percent. Millennial Media notes that after entertainment, the telecommunications industry was second on the list of verticals spending on mobile ads, adding that the previous quarter was the most active the firm has seen in terms of operators promoting their own services via mobile. The rest of the top ten, in descending order: Portals, dating, retail, consumer packaged goods, automotive, armed forces, education and travel.
Among the other highlights of the June 2009 SMART, Millennial Media experienced a 68 percent month-over-month increase in iPhone and iPod touch impressions. The iPhone generated 8.58 percent of total Millennial impressions last month, up from 6.54 percent in May. While Apple’s overall impression share increased 4.20 percent in June to 16.15 percent, Samsung retains the top position with the largest impression share throughout Q2, yielding 22.55 percent of impressions in June.