According to Millennial Media, from 2010 to 2011, mobile ad spending in the finance vertical grew by 314 percent worldwide. Banks and credit cards, along with electronic payments, stock trading and insurance services, became the top global brand advertising vertical on the Millennial Media platform in the fourth quarter of 2011, moving ahead of the Retail and Restaurants, Entertainment, Telecom and Automotive.

Within the finance vertical, insurance was the leading sub-category, with a 42 percent share. This was primarily comprised of auto, property and casualty insurance campaigns, but also included health and life insurance campaigns. Insurance companies often used the mobile channel to let consumers get immediate quotes by inputting their information or clicking to call.

Banking was the second leading sub-category, with a 28 percent share. The top campaign goal was lead generation and/or registrations.