Millenial Media has added 3 new campaign types to the campaigns it measure in its monthly  Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.): m-Commerce, Social Media and Site Search.  In its first 2010 report, the company found that 20% of advertisers directed users to take an m-Commerce actions from either ad creatives, custom landing pages or mobile sites, 6% had a Social Media call to action, and 2% of all campaign actions in January were for Site Search.

The report is available from Millenial Media’s blog.

More details in this Media Post article.