In its latest “SMART” report, Millennial Media looks into the various targeting options available for US mobile advertisers and has also measured the average cost incurred to acquire an engaged user. According to this report, here are the various mobile ad campaign targeting options and the share of budget it constitutes

Run-of-Network : 38%
Channel : 22%
Demographic : 20%
Custom Subnet : 15%
Audience : 4%
Takeover : 2%

Average Cost of acquiring an engaged user
Behavioral : $1.38
Takeover : $0.50
Demographic : $0.25
Channel : $0.21
Custom Subnet : $0.20
Run-of-Network : $0.12

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