The Millennial Media SMART report for September is out. As usual it has lots of data about advertisers and their campaigns. You can get the full report here.

I will, in my capricious way, selectively highlight data from the report. Of interest, 44% of mobile marketers on Millennial's network used some sort of targeting while 56% wanted broad reach. Among the targeting methodologies used (geographic, demographic, behavioral audience and audience takeover) 42% used geotargeting. That means roughly 18% of advertisers on Millennial's network are doing geotargeting.

Equally interesting are data published by Millennial but from InsightExpress' Q2 2010 Digital Consumer Portrait of mobile moms:

• 32% of moms own a Smartphone in 2010 vs. 20% in 2009 (a 60% increase)
• 32% of moms say they use the Mobile Internet once a week in 2010 vs. 20% in 2009 (a 60% increase).

General smartphone penetration in the US is 25% per Nielsen. Moms make the household buying decisions so they're one of the most critical audiences for marketers to reach. The first chart below has more of the IE mom-related data:

Moms and their mobile usage: 

Targeting on Millennial's network:

Campaign destinations/landing pages:

Compared to a year ago many more advertisers are driving application downloads.