Millennial Media released its Mobile Mix Report today, confirming a lot of what you already thought of the mobile market–it’s still red hot. In the U.S., the mobile web continues to grow, increasing about 3% in April 2010, from 73.2 million users to 75.3 million. The report goes on to note the increasing levels of engagement, signifying the areas of interest consumers are concentrating on. Millennial Media has seen a 50% increase in the number of campaigns redirecting mobile traffic to social media sites, over the course of the year.

That says a lot about the direction of mobile media, and the subsequent mobile marketing. Earlier this week we looked at AdMob’s report, which looked at the mobile advertising landscape comparatively, over the past 12 months. On a global level, there’s been an overall increase in smart phone distribution and engagement, with a booming industry cropping up around mobile advertising. The mobile industry’s ability to target users is a big draw for these innovative times, but as Millennial Media points out, there’s still a great deal of savvy that goes into mobile marketing.

Thre’s a section dedicated to this vertical in the report, highlighting several aspects of campaign management, targeting, and ad type behavior. Looking at different variables, Millennial Media offers insight to the types of apps best used to interface with the web and utilize lead generation, as well as the types of ads that are the most effective. With a heavy social media slant, the report also looks at the drive behind this particular type of integration, as it pertains to the social mobile and consumer spaces.

From the report:

So, the mobile web and mobile ads are growing like crazy. What’s it mean for you? Finding useful ways to fit your business into the growing ad strusture, as an advertiser or a network, will leave you ripe with opportunity. Where we’re likely to see a great deal of growth in the immediate future is in metrics and management. There’s going to be a lot of experimentation going on, as businesses and brands seek out the best ways to reach consumers on-demand. Infrastructures for handling that data, repurposing it and using it for enterprise recommendations is an important way in which the mobile landscape will be able to monetize itself over the coming year or so.