Mobile Search-Targeted Campaigns Up In 2012
The top mobile search categories didn’t necessarily attract the most ad dollars last year, according to new data from location-based mobile ad network xAd.
The top verticals searched via mobile devices were local restaurants, travel (gas stations, hotels, transportation) and health and beauty. But only travel was among the top three in advertising along with telecom and financial services. Telecom and financial services are typically among the highest-spending ad categories online, so that appears to carry over to mobile as well.
Looking at how companies are advertising in mobile, xAd said targeting based on mobile search was the fastest growing area last year, with the number of campaigns up more than four-fold. More than half (55%) campaigns used geo-fencing, while those using standard geo-targeting fell from 64% to 13% of campaigns in 2013.
Regionally, most search activity was heaviest in the South, while the South and Midwest had the most targeted cities for mobile advertising. The xAd network reaches about 100 million people a month, or 76% of the U.S. smartphone audience.