Mobile ads are reaching 1 in 4 Americans

Mobile advertising company Millennial Media has revealed that its ad network had reached 73.5 million unique users in the US in the last 12 months, that’s one in four of the population and more than 80% of mobile web users (according to Nielsen figures which put the total US mobile market at 82 million) .

The new figures, published in Millennial’s September SMART (Scorecard for Mobile Advertising Reach and Targeting) Report also reveal that six of its advertising verticals saw triple-digit growth compared to the same period last year.

Impressive growth was seen in the Financial vertical, which grew 800% over the period. Followed by Retail and Restaurants (with an impressive 745%), then Travel at 411%.

Despite coming 6th in the growth tables Entertainment which grew at 315% also takes top places in the sector that’s worth the most, with Telecomms in second place, and Retail and Restaurants in third.

The focus of Millennial’s campaigns also shows how online marketing differs from its mobile counterpart. 46% of Millennial’s campaigns focused on traffic-to-site advertising, 33% took the user to a custom landing page and 21% encouraged users to buy an app, such as an iPhone application.

Millennial said that the growth showed no sign of slowing down.

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