Baltimore, MD — Millennial Media, the independent leader in mobile advertising, recently released a comprehensive whitepaper on mobile advertising in the automotive industry. The whitepaper is the second edition of Millennial Media’s Mobile Intel Series—a collection of special reports on the mobile advertising landscape containing deep dives on specific verticals.  The first report, issued in June 2011, focused on the mobile Retail sector.

Produced in conjunction with comScore, the Mobile Intel Series is designed to guide marketers through the immediate and very real opportunities in mobile advertising. The automotive whitepaper contains information on the mobile auto audience, and how they use their mobile devices to research cars, find dealers, engage with brands post-purchase and more. The report also contains data on what top auto brands are doing in mobile today, and how they are reaching and engaging consumers.

According to the comScore study, 68 percent of mobile auto consumers are male, and 55 percent of the consumers are between the ages of 18-34. Mobile auto consumers also tend to be more affluent than the general mobile population, with 34 percent of users having an annual income of over $100,000. These consumers also choose to access auto content frequently, with 31 percent of mobile auto consumers accessing the content at least once a week, and 21 percent accessing the content almost every day.

Other highlights in the report include:

• The heightened interest in mobile advertising is global, with only minor differences between mobile auto users in the U.S., Europe and Japan.
• Supporting product launches or releases (i.e. new car models) was the top campaign goal for auto advertisers in Q2.
• Auto advertisers are trying to increase overall brand awareness, and reach consumers who may not currently be in the market for a new car. “Sustained In-Market Presence / Brand Awareness” was the campaign goal for 19 percent of all auto campaigns that ran in Q2.
• Auto brands are using mobile to drive local consumers into dealerships or to the auto brand’s mobile site. Compared to all other advertisers, automotive advertisers implemented Site Search, Dealer/Store Locator, and View Map actions in their mobile ads at much higher rates.

“Mobile ad spend in the automotive industry has grown over 200 percent in the last year, and advertisers are recognizing that they can make a real impact with consumers,” said Jamie Fellows, Senior Vice President, Product, at Millennial Media. “Whether they are trying to increase brand awareness, drive consumers to a dealership, or increase app downloads, mobile is a medium which works for auto advertisers. We hope the latest version of the Mobile Intel Series can help brands navigate this landscape.”

The insights in the whitepaper are based upon a study commissioned with comScore, and Millennial Media’s observations across thousands of mobile advertising campaigns on its platform.

Visit http://www.millennialmedia.com/research/mobile-intel/ to download the free report.

About Millennial Media

Millennial Media is the leading independent mobile advertising and data platform. As an independent company, Millennial Media commands an impressive share of the mobile display advertising market. The company’s technology, tools and services also power some of the largest companies in the media business today. Millennial Media is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all application and media developers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. Millennial Media was named one of the top 75 fastest growing private companies in America by the Inc 500. Visit http://www.millennialmedia.com for more information; and join our Facebook community, follow us on Twitter at @millennialmedia or subscribe to our YouTube page at http://www.youtube.com/user/millennialmediavideo for exclusive videos. Mobile developers can visit http://developer.millennialmedia.com/ to learn more about monetizing their apps.