Portals and directories top mobile advertising spend in Q4

Portals and directories generated more mobile advertising spending in the fourth quarter of 2009 than any other vertical, according to mobile ad network Millennial Media's latest U.S. Scorecard for Mobile Advertising Reach and Targeting report. The entertainment vertical, which topped spending on all previous S.M.A.R.T. reports dating back to March of last year, dropped to fourth in Q4--telecommunications was second, followed by finance. Millennial Media adds it expects the financial services and banking sectors to continue their upward ad spend in 2010 as they continue to extend their products and services to the mobile platform.

Millennial Media reports that users averaged 115 mobile page views per month in Q4, with the number of ads requested per page averaging 1.03. Average user session time in Q4 increased to 4:59. Millennial Media notes that Apple remained the number one device manufacturer in Q4, claiming 24.28 percent of impressions in December and an average of 24 percent throughout the quarter despite iPhone and iPod touch impressions decreasing 0.36 percent in December. Samsung trailed with 23 percent impression share in Q4.

For more on the December 2009 S.M.A.R.T. report:
- read this release [1]

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