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May 28, 2010

According to Milliennial Media's latest monthly report on mobile ad trends, the retail and restaurants category of mobile Internet advertising climbed into the top ten mobile advertising space ranked by ad spend for April 2010.

On average, the mobile Internet grew a little over 1.92 percent to 73.27 million users in the U.S. for the month of March, said Millennial, but citing Nielsen data.

Millennial Media is an independent mobile media network connecting brands and audiences with mobile marketing for various wireless and Internet service providers.

Its S.M.A.R.T (Scorecard for Mobile Advertising Reach and Targeting) accounts for various key trends in mobile advertising based on actual campaign and network data.

The top 10 vertical advertising markets on the mobile Web are:

* Portals and directories
* Entertainment
* Telecommunications
* Travel
* Finance
* Education
* Dating
* CPG
* Pharmaceuticals
* Retail
* Restaurants

Overall, the mobile Web ad market is expected to peak in mid-June and continue throughout the year.

'Submit Form' represented over 70 percent of post-click actions and Join/Subscribe accounted for over 25.9 percent, indicating brands were building database lists for remarketing to consumers for summer sales and specials and in preparation for back-to-school promotions, according to Millennial Media.

About 11 percent of the research firm's retail and restaurant campaigns directed users to mobile coupons.

Millennial added that it lumps retails and restaurants together because of their similarities.

Both use wireless to boost traffic to stores and restaurants and to grow revenues through point-of-sale efforts. Both advertising segments also provide personal and timely offers that are highly targeted to their audiences.

It will be interesting to see how much more the mobile Web ad space will continue to grow for the balance of the year and 2011.

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Source: Milliennial Media.