Gavin Stirrat (Millennial Media) slides from iStrategy London May 2012

1. GETTING TO GRIPS WITH MOBILE
Gavin Stirrat, MD EMEA gavin@millennialmedia.com @gavjs

2. Millennial Media
Independent
 Founded in 2006 by
mobile, advertising, and media MOBILE DISPLAY ADVERTISING MARKET SHARE
innovators
 No operating system bias
 Platform and device agnostic
 Listed on NYSE in March 2012
Mobile Focus
 Not part of a major PC internet portal
or search engine
 We don’t sell handsets or own an app
store
 Mobile advertising is all we do
Industry Insight
 Monthly SMART and Mobile Mix December 2011
reports are widely sourced, with more
than 3000 press and analyst references

3. Agenda for this session
￭ Getting to grips with mobile
￭ The world is changing
￭ Millennial facts and figures
￭ Dive into finance
￭ How brands are using mobile
￭ Q&A

4. Putting Mobile in Context
Population
in billions % Penetration
Source: Chetan Sharma Consulting, April 2012

5. Rapidly shrinking adoption cycles
Global Units
Shipped (000s)
Quarters after
launch
Source: Apple

6. Mobile overtaking PCs
Source: Morgan Stanley

7. Mobile media day
Can you score each media in terms of your attention level out of a total of 100?
• Average of 18 mobile media
50 occasions per day
• 69% of users access content
45
through their browser
40 • Mobile is an evolving
Average engagement score
companion presenting
35 different opportunities at
different times of the day
30
• 40% of respondents are more
25 likely to respond to an ad on
their mobile
20 • 27% use their mobile as their
6-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am preferred media of choice
mobile media TV Newspaper / magazine Radio PC / laptop
Source: IAB’s Mobile & the Media Day Study, Jan 2011

8. Smartphone ownership by OS
Source: Millennial Media 2011

9. Delve into finance

10. Industry Sector Market Shares
Top 5 Online
Advertisers H1 2011
Top 5 Online
Advertisers H1 2011
• Finance 16%
• Consumer Goods 15%
• Entertainment & the media 12%
• Travel & transport 10%
Source: IAB / PwC mobile ad spend survey 2011 • Retail 10%

11. Change in Industry Sector Market Shares 10-11
All Sectors Ad-Spend 2011
£203m
145% YOY
£83m Growth
All sectors Ad-Spend 2010
Finance Ad-Spend 2011
£20.9m
36% YOY
£15.4m Growth
Finance Ad-Spend 2010
Source: IAB / PwC mobile ad spend survey 2011

12. User demographics
>£16k £16k>£45k £45k>£65k £65k+
Source: comScore/Millennial Media Mobile Finance Study 2011

13. 2nd device ownership
37% of mobile subscribers who access financial
services via mobile, also own a tablet or e-reader.
22% of all mobile subscribers also own a tablet or e-reader.
Source: comScore/Millennial Media Mobile Finance Study 2011

14. Mobile Finance Access
Mobile banking content is accessed the most frequently, but mobile finance users
find value in accessing all types of finance content on their mobile devices.
Source: comScore/Millennial Media Mobile Finance Study 2011

15. Mobile Finance Access
The majority of mobile finance users access content via
browser, yet interactions with apps are rapidly increasing
and remain critically important.
Source: comScore/Millennial Media Mobile Finance Study 2011

16. 2011 Finance Vertical Mix
Source: Millennial Media 2011

17. Finance Advertisers’ Campaign Goals Vs All Sectors
Source: Millennial Media 2011

18. Finance Post-Click Campaign Action Mix Vs All Sectors
Finance Advertisers
do not spend heavily on
local or brand activities
Finance Advertisers
over-Index on Place Call
& Enroll/Join/Subscribe
Source: Millennial Media 2011

19. 2011 Verticals Year-in-Review
Source: Millennial Media 2011

20. Conclusions
Ad Spending Follows Consumer Behaviour
￭ Consumer behaviour has evolved as a result of Smartphone and tablet penetration
￭ How brands connect with consumers has also changed
￭ Increased mobile spending by brands has followed this change in consumer behaviour and
is a result of:
￭ New brands entering the space
￭ Increased investment made by brands who have leveraged mobile advertising from the start
Opportunities for Brands
￭ Mobile consumer behavior will continue to evolve
￭ Mobile consumers select known, trusted brands
￭ Not all brands are focusing yet beyond immediate-conversion activities
￭ There is great growth opportunity for brands who also use mobile to drive brand
awareness, product launches, etc.

21. Lloyds TSB Mobile Banking
Objective:
Launch the mobile banking
app to a tech savvy
audience.

22. A combination of ad units gave maximum impact
Expandable Ads Standard Ads
SMS Ads

23. Results were incredible.
• App went straight to
No. 1 and has been in
Top 5 since
• Hyper-targeted SMS
ads had 5x
engagement
• CTR for Christmas
burst was 1.5% higher
than initial burst

24. Visa Spring 2012
For this campaign Visa had a dual objective;
• opt-ins to the database
• Extend the reach of the TV creative.

25. Visa: Banner to Video
25

26. Visa: Standard Pre Roll
26

27. Visa: Interactive Video
27

28. Visa Spring 2012
Results were strong with
• over 50% of videos viewed
to completion
• interactive pre-rolls
delivering around a 10%
CTR, which is phenomenal.

29. Q&A

30. THANK YOU