Millennial Media put out its Scorecard for Mobile Advertising Reach and Targeting aka SMART report for March 2010 with some interesting mobile marketing insights.
One of those insights is that the travel industry is making huge leaps in making mobile marketing a priority.
First the March S.M.A.R.T. report illustrates the growth of the United States mobile web user base from 57 million a year ago to over 72 million in February 2010 with a year over year growth of 26% according to Nielsen.
Then it shows that portals & directories are spending the most on mobile advertising while the largest gainer in Q1 2010 being the travel industry.
Summer is peak travel season so hotels, tourism, & transportation are fully leveraging mobile not just for brand awareness but to drive actual revenue with direct bookings.
E-Marketer cited a report by PhoCusWright predicting in 2010 that
US travelers will spend $76 million on direct domestic hotel bookings through a mobile device.
What I felt was the most heartening beyond Millennial Media Android ad impressions going up 72% over last month, was that mobile users increased to an average of almost 130 monthly page views in March 2010 versus 115 in Q4 2009.
Then culminating into whats seen as the true sweet spot of mobile marketing being location based mobile services which is validated in a survey by the Mobile Marketing Association & Luth Research
26% of respondents reported having used this service at some point compared to 53% of Apple iPhone owners who use location services at least once a week.
This is why FourSquare, Gowalla, Twitter, Facebook, Google and many others are fighting to become the defacto location based social media portal.
Travel and location are key for mobile marketing which is the destination I recommend all businesses should visit.