1. U.S. Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.™)
AUGUST 2010
Contents
3 Millennial Media’s
Reach & Quick Stats
4 Special Section: Why Mobile is
a Must this Holiday Season
5 U.S. Mobile Advertising
Engagement Data
6 U.S. Mobile Campaign
Targeting Methods
7 Summary & Reporting
Methodology

2. August 2010 S.M.A.R.T.™ Highlights
(Data compiled from 8/1/10 to 8/31/10)
August 2010
U.S. Mobile Internet Reach Place Call was the top performer in the MYDAS™ Portfolio
(Nielsen data from July 2010) Mix™ in August. This tactic was leveraged by government
agencies utilizing the mobile web and the Place Call
The U.S. mobile Web increased by approximately post-click campaign action as a recruiting tactic.
1.67%, from 78.7M to 80M users. Additionally, a social advocacy group promoting sober
rides home to prevent drunk driving leveraged the ease
Millennial Media’s U.S. unique audience reach of Click to Call action on mobile in their campaign.
increased to 72M unique users month-over-month;
Millennial Media continues to reach more than 8 out U.S. Mobile Campaign Targeting Methods
of 10 Mobile web users.
Behavioral Audience represented 15% of campaigns on
Special Section: our network as a targeted reach method in August. This
Why Mobile is a Must this Holiday Season targeting tactic was highly leveraged by Telecom and
Entertainment brands looking to create customized
We partnered with comScore to conduct a research audiences of sports fans to promote their football
survey focused on mobile retail advertising, usage and o erings.
growth over the past year in preparation for the
upcoming retail holiday buying season. Demographic as a targeted reach method represented
37% of the Targeted-Audience Reach in August. Brands in
The study found that nearly 30% of mobile subscribers the Pharmaceutical vertical leveraged this tactic to
accessing retail content on their phones cannot be promote new products for women. This tactic was also
reached online or of ine (in-store). For advertisers this leveraged by an Automotive advertiser who wanted to
means there is a NEW retail audience that can only be reach the Millennials demographic with an end of model
reached through mobile. To reach this untapped year promotion.
market, it is imperative that brands double down with
mobile this holiday season.
Engagement & Targeting
Retail Promotion as a post-click campaign destination
had the largest increase of 3 percentage points
month-over-month. Travel brands –particularly in the
Hotel sub-vertical– were actively engaging consumers
with special o ers for mobile users looking for a last
chance summer getaway. Additionally, CPG brands
were leveraging this campaign action to increase
awareness through promotions around new product
launches for the back-to-school season.
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3. Millennial Media’s Reach & Quick Stats
August 2010
U.S. MOBILE INTERNET REACH
(Re ects Nielsen data from July 2010) Millennial Media’s U.S. reach has grown at the
U.S. REACH GROWTH same rate as, or better than, the U.S. Mobile Web
U.S. MOBILE WEB
80,087,000* 80.1
U.S. MOBILE WEB 72.0
MILLENNIAL MEDIA 59.8
72,012,000*
44.2
Millennial Media Reaches More
MILLIONS
MILLIONS
Than 8 out of 10 Mobile Web Users
MAY 2009 MILLENNIAL MEDIA JULY 2010
MOBILE CAMPAIGN QUICK STATS
13% Advertisers who used
rich media creative
1.03 Number of ads requested
per page view
122 Average monthly page
views per user
4:46 Average user session time
(min : sec)
Source: Millennial Media, 8/10.
DID YOU KNOW?
Millennial Media also publishes the Mobile Mix™ Report which covers the
latest trends with top mobile manufactures, devices, operating systems, etc.?
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*The Mobile Web number was extracted from the Nielsen Mobile Report: Standard Metrics (Internet Applications included), July 2010, All Carriers. The Millennial Media number is a Nielsen
Custom User-De ned Report. See Nielsen methodology and disclaimer information on page 7.
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4. Special Section: Why Mobile is
a Must this Holiday Season
A Joint Study by comScore and Millennial Media
August 2010
Mobile Subscriber Shopping Behaviors Mobile Users vs. Mobile Retail Users Income
CHART A CHART B
35%
30%
27%
25%
Mobile Only 20%
Of ine, Online & Mobile Total Mobile Audience
15% Mobile Retail Users
73%
10% Source: comScore, Q2 2010
Source: comScore, Q2 2010
5%
0%
<$25k $25k to $50k to $75k to $100k+
<$50k <$75k <$100k
mCommerce 35%
30%
Retail Items 25% 31%
Purchased 20% 29%
CHART C 15% 26%
10% 21% 21% 21% 19% 19% 17%
5%
15% 14%
0%
Electronics Clothing/ Food Entertainment Airplane Books Hotel Stays Flowers Tools/Auto/ Sports/ Car Rentals Source: comScore, Q2 2010
Accessories Tickets Tickets (non-digital) Industrial Fitness
With the holiday shopping season upon us, we partnered with comScore to conduct a research survey focused on
mobile retail advertising, usage and growth over the past year. The goal of the study was to gain a better understanding
of mobile retail users, including their purchase habits. The results show that it is imperative advertisers invest now for the
holiday season or they will be missing out on revenue that can only be gained through mobile. Below you will nd
highlights of the study. Look for a full presentation of the joint study in the coming weeks.
Study Insight:
The study found that nearly 30% of mobile mobile. The results also showed that mobile retail
subscribers accessing retail content on their phones users are active in nearly every income bracket,
cannot be reached online or of ine (in-store). For making mobile a great investment for all Retail
advertisers, this means there is a NEW retail audience brands (Chart B).
that can only be reached through mobile. To reach
this untapped market, it is imperative that brands The products and services mobile retail users
double down with mobile for the 2010 holiday purchased varied greatly, but Electronics and
season (Chart A). Clothing/Accessories proved to be the most popular
items purchased. Brands in the Automotive,
The mobile retail user tends to be slightly more Entertainment, CPG and Travel verticals could bene t
af uent than the total mobile audience with nearly greatly from mobile, as each of these areas had
34% making >$100k per year. Luxury Retail brands strong mCommerce activity (Chart C).
should look to target this af uent group through
Methodology: The online data was sourced from comScore’s global panel of 2 million Internet users and sourced from a custom survey analysis.
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5. U.S. Mobile Advertising Engagement Data
August 2010
Campaign Destination Mix – August 2010 MYDAS™ Portfolio Mix – August 2010
CHART A CHART B
30 28%
25%
22% 25 23%
20% MOBILE
20 18% ONLY
16% 16%
Traf c to Site 15 14%
31% 47% Custom Landing Page
Expand Rich Media 10
MOBILE
ONLY
MOBILE
ONLY
MOBILE
ONLY
7%
5 MOBILE
ONLY 3%
0
Site Social Store m-Commerce Watch Retail Submit Application Join/ Place
Search Media Locator Video Promotion Form Download Subscribe Call
View map
Source: Millennial Media, 8/10 Source: Millennial Media, 8/10
Numbers in parentheses represent a month-over-month change. Numbers in parentheses represent a month-over-month change.
*Campaign destinations represent the immediate click-through from creative to site, landing page, or rich media. *MYDAS™ Portfolio represents the multiple calls to action for any given campaign.
August Insight:
Mobile web destinations (Traf c to Site and Custom Retail Promotion as a post-click campaign destination
Landing Page) represented nearly 80% of the had the largest increase of 3 percentage points
Campaign Destination Mix for the third consecutive month-over-month. Travel brands –particularly in the
month, signaling that brands are continuing their Hotel sub-vertical– were actively engaging consumers
commitment to the mobile platform by creating with special o ers for mobile users looking for a last
persistent mobile websites and landing pages chance summer getaway. Additionally, CPG brands
(Chart A). were leveraging this campaign action to increase
awareness through promotions around new product
Expand Rich Media was on the rise again in August launches for the back-to-school season (Chart B).
and represented 22% of the Campaign Destination
Mix. This increase can be attributed to new Place Call was the top performer in the MYDAS™
advertisers, including insurance and CPG brands Portfolio Mix™ in August. This tactic was leveraged by
leveraging the high engagement Rich Media government agencies utilizing the mobile web and
element in their campaigns to promote Apps and the Place Call post-click campaign action as a
video content (Chart A). recruiting tactic. Additionally, a social advocacy group
promoting sober rides home to prevent drunk driving
leveraged the ease of the Click to Call action on
mobile in their campaign (Chart B).
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6. U.S. Mobile Campaign Targeting Methods
August 2010
Campaign Targeting Mix – August 2010 Average Targeted Audience Mix – August 2010 Average
CHART A CHART B
7%
BROAD REACH
15%
57%
GEO
Demographic
41% Behavioral Audience
43% Audience Takeover
TARGETED
AUDIENCE 37%
REACH
Source: Millennial Media, 8/10 Source: Millennial Media, 8/10
*Numbers in parentheses represent a month-over-month change. *Numbers in parentheses represent a month-over-month change.
*GEO is de ned as a campaign targeting method which includes
geographic location, DMA, state, international country, etc.
August Insight:
Targeted-Audience campaign methods (GEO, “Location-based services (GEO) provide marketers with
Demographic, Behavioral, Audience and Audience compelling data that can enable them to present
Takeover) made up 43% of campaigns on our relevant o ers and rewards right when customers are at
network leveraging these methods. the point of decision. Marketers should keep in mind
Targeted-Audience methods allow advertisers to that consumers expect a value exchange in return for
engage in a deeper dialog with mobile users and sharing location information”. ~ e-Marketer, Seven Key
the result is stronger campaign interaction rates Trends in Mobile Usage, September 6, 2010
(Chart A). Brands in the Automotive, Travel, Retail &
Restaurants vertical could emulate the
highly-sophisticated Telecom vertical, which Demographic as a targeted reach method represented
leveraged all of the targeted-audience methods in 37% of the Targeted-Audience Reach in August (Chart B).
their campaigns to optimize engagement rates. Brands in the Pharmaceutical vertical leveraged this
tactic to promote new products for women. This tactic
GEO remained the top targeted-audience was also leveraged by an Automotive advertiser who
campaign method in August. Retail & Restaurant wanted to reach the Millennials demographic with an
franchise locations and small businesses end of model year promotion.
leveraged this tactic to drive foot traf c to their
brick-and-mortar locations through relevant Behavioral Audience represented 15% of campaigns on
targeted promotions. Banking brands were also our network as a targeted reach method in August. This
actively targeting speci c geographic locations targeting tactic was highly leveraged by Telecom and
with new customer promotions (Chart B). Entertainment brands looking to create customized
audiences of sports fans to promote their football
o erings (Chart B).
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7. Summary & Reporting Methodology
August 2010
About Millennial Media
Millennial Media is the proven leader in mobile advertising. With the largest mobile media audience in the
U.S., Millennial Media uniquely o ers brand advertisers the only set of speci c, scalable audiences. Our ability
to reach, target and engage consumers is unparalleled. As an innovative technology leader, our mobile
decisioning, serving and mediation platforms are powering some of the largest companies in the media
business today. The company is committed to growing the mobile advertising marketplace by becoming the
preferred partner to all advertisers seeking to reach mobile consumers, all publishers and developers seeking
to maximize ad revenue and all mobile operators seeking to further monetize their networks. For more
information, please visit http://www.millennialmedia.com or follow us on Twitter @millennialmedia.
Millennial Media was named the 2010 OnMedia Top Private Company in Digital Media and was awarded a
2010 Stevie Award (American Business Awards) for Most Innovative Company of the Year.
About S.M.A.R.T.™
The Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.™) delivers monthly insights on key
trends in mobile advertising based on actual campaign and network data from Millennial Media, Inc.
Millennial Media partners with major carriers, media networks and top-tier publishers to deliver the largest
data set of any third-party U.S. mobile advertising network. As such, we are uniquely capable of reporting
and analyzing the richest sets of carrier, device and campaign data collected over billions of monthly ad
requests. Elevating and driving the whole mobile ecosystem forward is central to our company mission.
Visit www.millennialmedia.com/research to sign up to receive Millennial Media-related news, including
Millennial Media’s Mobile Mix™ and the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™
report. S.M.A.R.T.™ was designed to speak to brand advertisers; however, for information on our performance
product, Decktrade™, please contact us directly or visit our website.
Nielsen Reach Methodology & Disclaimer:
Nielsen Mobile, a service of The Nielsen Company, is the world’s largest independent provider of syndicated consumer research to the telecom and mobile media markets. Nielsen Mobile focuses exclusively on
tracking the behavior, attitudes and experiences of mobile consumers. Their reports also provide up to seven years of data on internet, video, gaming, audio and advertising trends for mobile phone users. Mobile user
behavior information is derived from general U.S. population samples under established and accepted rules. For more information, please visit www.nielsenmobile.com. Disclaimer for ‘Custom Roll-up”: This report is
produced for the convenience of Nielsen clients requiring alternative aggregations of audience traf c. These custom roll-ups are user-de ned and subject to rede nition and renaming upon client request and may be
changed or restated at any point in time. Clients may use the data contained within these custom roll-ups to illustrate their unique business models or partnering relationships for internal analysis. Public use of this
data must clearly state that this is nonstandard aggregation (”Source: Nielsen, Custom User-De ned Report, <Date>”) and cannot be compared to other custom reports or the syndicated reports on a rankings basis,
including category level rankings. Nielsen does not allow for the double counting of traf c. Nielsen makes no claim as to the correctness of the custom aggregations but does certify the measurement traf c data as
accurate.
Millennial Media Methodology:
Network reach is calculated from the count of unique users across our entire network. Millennial Media uses proprietary techniques to uniquely identify at least 75% of our user base persistently across our network
and tracks the unique reach over the course of the month-long period. For the remainder, the unique user data is used to calculate the average frequency of views that a user consumes in a month. We apply that
average frequency to the remaining impressions to determine our network-wide reach. Data provided is derived from Millennial Media server log activity for the time period indicated. Cost Per Engaged User (CPEU™)
averages overall campaign spend against the number of unique users who engaged with the campaign creative. CPEU is derived by applying the overall media spend to the total number of users that engaged in any
one of the actions which campaigns provided, such as expanding a rich media creative, visiting a landing page, watching a video, etc.
For questions about the data in this report, or for recommendations for future reports,
please contact us at research@millennialmedia.com.
©2010 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.
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