AdMob isn’t the only ad network to be sharing monthly mobile metrics. Millennial Media yesterday launched a new monthly brand advertiser-focused Scorecard for Mobile Advertising Reach and Targeting (SMART).
Millennial Media says reach and engagement are two of the most critical factors in establishing initial advertising campaign goals. “We wanted to give the ad market the data they have been craving,” says Paul Palmieri, president and CEO of Millennial Media.
The metrics show that in March, Millennial had a reach of nearly 31 million out of the 56 million mobile Internet users that Nielsen identified in February.
The mobile ad industry has come a long way in just the last year, Palmieri says. The market is beginning to rationalize and shake out here and there, which is good for companies like Millennial but also not so good in the sense that the industry no longer has as many venture capital-backed firms out there evangelizing for mobile.
He says mobile ad networks are not trying to compete against one another so much as they’re competing against online and other forms of media to grow the mobile market bigger for everyone. Millennial Media believes the mobile display market, which includes banners and text links that are not search oriented, was about $150 million last year and will double this year to about $300 million.