In Q1 2012, 5 verticals experienced triple digit growth in year-over-year spending on the Millennial Media mobile network, according to the network’s June 2012 SMART report. Sports led the way with the largest increase, at an impressive 287%, followed by news, with a 261% jump. Travel experienced a 200% rise in ad spend, taking it to the third spot among the top 10 global advertising verticals. CPG/FMCG posted a 179% increase in spend, to rank as the sixth-largest advertising vertical, while health: fitness and wellness saw 111% growth.

Millennial insight indicates that sports advertisers used mobile to raise awareness of seasonal events, with campaigns geared towards increasing ticket sales and viewership. Travel advertisers used their mobile spend to target customers with post-holiday getaway ideas and travel deals aimed at upping travel sales during the off-season months. Read the rest at MarketingCharts.