Millennial Media releases report on mobile ad trends in the travel industry
While the airlines and their custom publishing partners try and figure out their approach to tablet editions, mobile continues to prove to be a boon for the travel industry, in general, as customers use their smartphones and tablets to book flights and hotels, rent cars, and surf travel websites.
Millennial Media has released a report that looks at mobile advertising trends in the category, one that continues to enjoy tremendous growth, while remaining one of the top categories for mobile brand advertising (third behind telecommunications and finance, according to the company).
The July 2012 S.M.A.R.T. Report can be downloaded here.
According to Millennial Media the category grew over 200 percent in the first quarter of the year as travel advertisers looked to reach their customers on the go.
While travelers generally used their mobile devices for personal and business communications such as email and social media, 23 percent of travelers now use their devices for early check-in, while 27 percent now book restaurants through their devices.
According to the Millennial Media report, by far the number one goal of travel ad campaigns is “sustained in-market presence” (62 percent), as opposed to increasing site traffic (second at 16 percent).