Ads now reach 31 million U.S. mobile web users

Mobile ads now reach nearly 31 million of the 56 million Nielsen-identified mobile web users in the U.S. according to mobile advertising firm Millennial Media's new monthly brand advertiser-focused Scorecard for Mobile Advertising Reach and Targeting, which promises key metrics and insights about the U.S. mobile advertising market based on the company's actual campaign and network traffic data. According to Millennial Media, the SMART focuses on reach, targeting, impressions and handset information, promising to change the dialogue from publisher-focused industry sizing metrics (e.g., number of impressions) to advertiser and media-relevant metrics. In addition, the SMART offers analysis and recommendations for advertisers looking to better understand the mobile ad segment.

Additional findings of the March 2009 SMART include:

• More than 10 billion U.S. impressions in Q1 2009, with 3.39 billion in March alone
• Reach of nearly 31 million out of the 56 million Nielsen-identified mobile web users
• The top 20 mobile handsets account for 43 percent of all mobile web traffic on Millennial Media's networks
• 58 percent of campaigns utilize some level of geo targeting
• Ten of the top 20 U.S. mobile designated market area by ad requests were in three states: California, Texas and Florida
• 42 percent of campaigns utilize frequency capping
• The average number of ad requests per page view: 1.09

For more on the March 2009 SMART:
- read this release

Related articles:
Millennial Media enhances mobile brand-impact targeting
Millennial Media teams with Bango for ad analytics