We saw a rise in mobile commerce over the holiday shopping season, and it looks like things really got started during the month of November, according to Millennial Media’s latest SMART report. According to the study, mCommerce saw a 64 percent month-over-month increase as a Post-Click action. Store locators ran plenty of campaigns, especially retail and auto advertisers for a 47 percent month-over-month augmentation, comprising 33 percent of all campaigns in the Millennial Media platform.

There was a change in strategy as well, driving consumers to mobile sites instead of custom downloading page or app download page, subsequently increasing month-over-month impressions by 7 percent. 60 percent of all campaigns used the said strategy.

As for telecom advertisers, those that promoted new products such as phones and tablets makes up 68 percent of all campaigns, though its only 16 percent of the top campaign goals across all verticals. Yet again, mCommerce was employed as a post-click action in 68 percent of all telecom campaigns. Among these Post-Click actions, “Place Call,” “Store Locator” and “View Map,” top the charts in driving consumers to physical outlets.

Contributing to the increase of mobile ad revenue in November is the release of mobile devices towards the end of the year, such as the Droid RAZR, Galaxy Nexus, HTC Radar 4G, Samsung Galaxy Tab 10.1, and T-Mobile MyTouch and MyTouch Q. It’s also around this time that the source code for Android 4.0 Ice Cream Sandwich was released. Last month, Android CEO Any Rubin said that 700,000 Android devices are activated every month.

The mobile web is becoming more popular than mobile apps as far as redirecting users goes, and this trend became really noticeable during the holidays. Cyber Monday and Black Friday rocked the mobile commerce scene with surges of apps and advertisements.

Apart from the SMART report, Millennial Media filed for an IPO last week. This was expected to happen this year though it who would have thought it would happen so early. The company has so far generated $70 million in revenue in the first nine months of 2011, up from $6.2 million in 2008.  Ad impression-wise, Millennial is growing substantially, and has processed 40 billion impressions in December 2011 alone.

Google is also hopeful for increases in mobile ad revenue, and Piper Jaffray analyst Gene Munster predicts that it could soar beyond $4 billion in 2012, up from $2.5 billion last year. The prediction was based on Apple’s iPhone and iPad smartphones, as well as Android OS (thanks to AdSense for mobile and the AdMob unit.)