Mobile Campaign Goals For Finance Advertisers, Q2 2014 [CHART]

Mobile Campaign Goals For Finance Advertisers, Q2 2014 [CHART]

Finance advertisers on the Millennial Media network are most focused on brand awareness and engagement (37% of campaign goals), per Millennial Media’s report. But their biggest difference from advertisers overall lies with registrations, the goal for 30% of finance campaigns versus 12% of campaigns overall. (The analysts note that insurance brands used registration campaigns to motivate consumers to sign-up for free quotes or estimates for new service.) With respect to post-click actions, the study finds that finance advertisers are significantly more likely to be using site search (used in 49% of campaigns vs. 26% for advertisers overall), but less likely to be driving users to application downloads (13% vs. 28%). Source: Millennial Media / comScore

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