Millennial Media’s 2012 Highlights: Samdroid Reigns, Top Verticals by Spend

Millennial Media has released an infographic that offers year-in-review data. I’ve excerpted what I thought were the most interesting aspects. However you can see the entire infographic here. There were two data sets that I found most interesting. The first is verticals ranked by ad spend on the company’s network. Automotive was the leading vertical and biggest gainer in 2012. This is mostly car makers doing broad, awareness-oriented brand advertising. Screen Shot 2012-12-20 at 6.44.21 AM Below is an example of automotive general awareness advertising (though not necessarily from Millennial Media). The screens I’ve presented are just a few from the ad. The ad makes it possible to locate a dealer to do a test drive — but that capability is buried a few clicks down and below the fold. Screen Shot 2012-12-20 at 6.54.19 AM If you take a look at all the categories in the Millennial top verticals list, all are categories in which most of the transactions will be realized offline. However I would bet that few if any of the advertisers in these categories are doing anything like trying to drive consumers into local outlets or stores. For example, the graphic below shows Millennial’s most recent data on the distribution of “post click” objectives associated with the campaigns on its network. Only 19% of these ads contained a “store locator.” And those are probably not prominently displayed. Most of these campaigns are simply branding campaigns. Screen Shot 2012-12-20 at 7.02.55 AM This is a significant missed opportunity. Only 5% of retail spending in the US happens online and an even smaller amount through mobile devices. The rest — literially more than $4 trillion — is offline. The ability to lead consumers to a store or point of sale is one of the great opportunities of mobile. However it’s not really being utilized or exploited by advertisers. The other interesting piece of data in the Millennial infographic shows the growth (and decline) of Android OEMs. Samsung is winning and HTC, Motorola (Google) and LG are losing when it comes to Android share. As I’ve now argued numerous times Android is increasingly identified with Samsung. Partly this is because Samsung is making compelling devices — although the LG Nexus 4 is the best Android handset on the market — but it’s equally because Samsung is spending so much money on marketing around the globe. Just as Android now controls more than 50% of the global smartphone market, Samsung will soon control more than 50% of the Android market. Screen Shot 2012-12-20 at 6.44.01 AM