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Product launch-centered mobile campaigns grow 75pc month-to-month: study

Mobile campaigns that promoted a product launch or release grew 75 percent month-to-month in August, per a new study by Millennial Media.

According to the August SMART report from Millennial Media, mobile is becoming the go-to channel for marketers looking to spread the word on new items. The study also looked in depth at consumer packaged goods advertising.

?Consumer packaged goods advertisers are running sophisticated mobile campaigns, and in particular, they are coming up with creative ways to use video,? said Mack McKelvey, senior vice president at Millennial Media, Baltimore, MD.

Pack on mobile
Millennial also found that forty-two percent of the consumer packaged goods vertical mix came from alcoholic beverage companies.

Cosmetic and hygiene brands made up 26 percent of the total consumer packaged goods advertising on Millennial Media?s network in the month of August. 

Beverage advertising made up 15 percent of the network?s consumer packaged goods mix.

Here is how consumer packaged goods advertising broke down during the month of August

The report says that 67 percent of consumer packaged goods advertisers are looking for a sustained in-market presence with mobile advertising.

Twenty-two percent of consumer packaged goods advertisers want to increase their brand awareness via mobile.

When choosing a post-click action, 56 percent of consumer packaged goods advertisers used video to interact with consumers.

Additionally, integrating mobile, social and local ? also known as mocial ? was a commonly used channel for consumer packaged goods advertisers.

Mocial made up 78 percent of the post-click action mix for mobile-only consumer packaged goods advertisers.

Comparatively, mocial made up 19 percent of all mobile-only advertisers? post-click actions in the month of August.

Twenty-two percent of consumer packaged goods advertisers used an enroll, join or subscribe feature as a post-click action.

Only 11 percent of consumer packaged goods advertisers used site search as a post-click action.

Download now
Looking outside of consumer packaged goods advertising, application download reigned as mobile-only advertisers? post-click actions.

Thirty-one percent of overall mobile-only advertising used an app download as a post-click action.

Mobile commerce made up 13 percent of mobile-only overall advertising.

Thirty-two percent of Millennial?s advertisers used video as a post-click activity.

Traffic to a site made up 48 percent of overall campaign destination.

Custom landing pages accounted for 24 percent of overall destinations.

?Advertisers are using mobile to get the word out about their new products, and this is seen in everything from DVD releases to new car models,? Ms. McKelvey said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York