Technology firms are increasingly turning to mobile advertising as a channel to reach their target audiences, with growth of 132 per cent since last year, whilst IT decision makers were the most frequently targeted audience by Technology advertisers…
Technology firms are increasingly turning to mobile advertising as a channel to reach their target audiences, with growth of 132 per cent since last year, whilst IT decision makers were the most frequently targeted audience by Technology advertisers, according to the latest campaign and platform data for Q3 from Millennial Media's S.M.A.R.T. (Scorecard for Mobile Advertising Reach & Targeting) report.
Compared to B2C advertisers, B2B brands in the Technology vertical are looking to target a very specific type of mobile user, and are utilising mobile audiences in order to effectively deliver relevant messages. Of the Technology advertisers on the Millennial Media platform in Q3:
• 40 per cent were networks & systems brands, such as those selling enterprise computing systems or information technology solutions, often targeting IT decision makers
• Hardware advertisers accounted for 32 per cent of Technology advertisers in Q3, including manufacturers of computers, components and tools
• Video was included in almost a third (31%) of Technology advertiser’s mobile campaigns in Q3, a greater rate than all advertisers (22%), with a primary aim to generate brand awareness of products and services
“B2B advertisers seeking to reach business and IT decision makers are at an advantage in mobile as those consumers are more likely to own more than device for work and personal use,” said Zac Pinkham, EMEA MD for Millennial Media. “B2B technology brands are clearly capitalising on the unique targeting properties that mobile offers in order to reach their often-specific target audience.”
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