Millennial Media a couple of days ago released its latest SMART report. This one focuses on the travel vertical (like the one in July 2011). According to the data travel is now the third largest advertiser category on the Millennial network.
In Q1 2011 travel was ninth in terms of advertiser spend, while retail & restaurants was number one. The latter has now slipped to number four.
In terms of the composition of advertisers in the vertical (Chart A below), "booking agents and sites" remains the largest single sub-category. However it now represents a larger percentage of spend than last year (47% in 2011 vs. 57% in 2012). The remainder of the sub-categories are largely the same, although there have been some shifts in the overall share of spend.
As mentioned, Chart A below reflects the advertiser composition of the travel category on Millennial's network. Chart B is the same data from one year ago.
Finally the actions that travel advertisers were seeking to drive consist mostly of mobile app downloads. That in turn suggests mobile booking and e-commerce or loyalty/CRM functions. Surprisingly, relatively few of advertisers are seeking drive telephone calls, which is a major way that travel companies still do business.