1. #SMART

2. 2012 Global Mobile Trends
MARCH 2013
2012 Global Trends
CHART A
Consumers Device
Consumers evolved the way they interacted Manufacturers
with mobile in 2012. As consumers across the Manufacturers around the world released dozens of new mobile
world adopted new devices, or added a devices in 2012, at a number of different sizes and price points, with a
second device to their life, users increasingly number of new functions and features. The infrastructure to support
relied on and engaged with mobile devices in these new mobile devices also increased throughout the year,
different ways throughout the day. providing the platform for enhanced mobile features and use.
Content Increased
Contributors Screen Size Increased Mobile
Infrastructure – Better
More Frequent, Speed & Connection
but Shorter,
Mobile Sessions Increased Availability
There are More of Devices at
Devices than Humans Decreasing Price Points
on the Planet
In Southeast Asia, phones with
bigger screens grew an average
of 63% a month in 2012.
85% of tablet owners use their
devices while watching TV.
Gameification
Source: Online Publishers Association, 2012. Across Verticals Tablet-Sized Ads
Mobile behavior changes
throughout the day; with mobile
Multi-Screening primetime from 4 pm to midnight.
What they mean for
Adapt Mobile Ads to
Shorter Use Sessions Mobile Advertising Mobile is Always On
As consumer and manufacturer trends merged
and developed, the mobile advertising
opportunities for both advertisers and
developers evolved in 2012.
Increased Rich Media
Engagement Audience Targeting
& Intelligence
Socialization
Mobile-Optimized
Experiences
Advertisers in North America leveraged
Approximately 46% of data to reach real-world audiences, such as
Entertainment campaigns Moms, Sports Fans, and Gadget Geeks.
used social media actions.
More Video Viewing
Hyper-Local Targeting
Advertisers in the Southeast Asia region Utliized in 64% of Product
invested in hyper-local targeting in 2012 – Launch / Release Campaigns.
campaign spend grew at 233% a month.
Source: Millennial Media, 2012.
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3. Mobile Vertical Spending in 2012
MARCH 2013
Top 10 Global Brand Verticals Vertical Explosion
Ranked by Spend Year-Over-Year Spend – 2012/2011
CHART B CHART C
CATEGORIES 2012 2011 VERTICALS GROWTH
RETAIL & RESTAURANTS 1 2 GOVERNMENT SERVICES 860%
ENTERTAINMENT 2 3
TELECOMMUNICATIONS 3 4 EMPLOYMENT 523%
FINANCE 4 1 TRAVEL 495%
AUTOMOTIVE 5 5 PERSONAL & HOME SERVICES 461%
CPG / FMCG 6 7
TRAVEL 7 9 HEALTH: FITNESS & WELLNESS 281%
TECHNOLOGY 8 10 ENERGY & POWER 265%
EDUCATION 9 8 CPG / FMCG 235%
PORTALS & DIRECTORIES 10 6
ENTERTAINMENT 224%
Source: Millennial Media, 2011 & 2012. AUTOMOTIVE 193%
TELECOMMUNICATIONS 143%
RETAIL & RESTAURANTS 106%
Insights: REAL ESTATE 103%
Retail & Restaurants was the number one vertical on the Top 10
Source: Millennial Media, 2011 & 2012.
Global Brand Verticals on the Millennial Media platform in 2012,
growing 106% year-over-year to move up and into that position
from 2011 (Charts B & C). Retail & Restaurant brands made up
16% of the total brand advertiser campaigns in 2012 (Chart D).
These advertisers ran mobile campaigns year-round which drove
consumers to both their retail and online stores.
Top 10 Global Brand Verticals as
Percent of Total Brand Business
Count of Campaigns
Health: Fitness & Wellness was the fifth largest growth vertical on CHART D
our platform after seeing large increases in year-over-year spend
both in 2012 (281%, Chart C) and 2011 (229%). Advertisers in this
vertical invested in mobile’s ability to target audiences and deliver 14% 16%
2% Retail & Restaurants
relevant messages to mobile users interested in health living Telecommunications
content. 3% Finance
3% Entertainment
Travel showed a 495% year-over-year increase to move up to the 14% Travel
seventh largest brand vertical on our platform in 2012 (Charts B & 6% Automotive
C). Travel brands, such as hotels, booking sites, and airlines ran CPG / FMCG
mobile campaigns year-round to motivate consumers to plan 7% Technology
and book their vacations for any season, often through their 14% Education
branded applications. Travel campaigns made up 9% of total Government Services
9% Others
brand advertiser campaigns on our platform in 2012 (Chart D). 12%
Twelve verticals experienced triple-digit growth on our platform
in 2012 (Chart C). Six of these verticals are not in the list of Top 10
Brand Verticals on our platform. This set of emerging verticals has Source: Millennial Media, 2012.
grown their investment in mobile advertising, as others have
grown from an already established base of spending.
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4. 2012 Mobile Advertising Trends :
Campaign Engagement Methods
MARCH 2013
Post-Click Campaign Action Mix
CHART E
40%
30%
37%
20%
29%
10%
19% 18% 21%
16% 16%
0% 9% 9%
APPLICATION ENROLL / JOIN / MCOMMERCE SOCIAL MEDIA PLACE CALL RETAIL SITE SEARCH STORE LOCATOR / WATCH VIDEO
DOWNLOAD SUBSCRIBE PROMOTION VIEW MAP
Source: Millennial Media, 2012. Data is based on the Top 3,000 campaigns on Millennial Media’s Platform in 2012.
Insights: Advertisers’ Campaign Goals
CHART F
Store Locator / View Map was included as a Post-Click
Campaign Action in 21% of campaigns on our platform 10%
in 2012 (Chart E). Restaurant advertisers utilized the
Sustained In-Market Presence
unique Store Locator / View Map function mobile
provides. A consumer’s location was pinpointed 12% 39%
Brand Awareness
Site Traffic
through a maps application and then showed the Product Launch/Release
proximately to brand locations. Registrations
12% Increased Foot Traffic
In 2012, 16% of all advertisers on the Millennial Media
Source: Millennial Media, 2012.
platform integrated m-Commerce experiences into Data is based on the Top 3,000 campaigns on
their campaigns (Chart E). Entertainment advertisers 14% 14% Millennial Media’s Platform in 2012.
created campaigns that promoted new motion picture
or DVD releases and then provided a link to purchase
tickets or the DVD.
Brand Awareness represented 14% of Advertisers’ Site Traffic increased 13% year-over-year as more advertisers
Campaign Goals on our platform in 2012 (Chart F). Travel wanted to drive consumers to learn more about their brand.
advertisers ran mobile campaigns aimed to keep their
brand name top of mind with consumers to drive hotel
stays and trip planning.
In 2012, Site Traffic made up 14% of all Advertisers’
Campaign Goals (Chart F). Car Manufacturers heavily Did You Know?
40%
utilized the “learn more” or “site search” functions in their of CPG / FMCG campaign spend
campaigns to drive consumers to their webpages on our platform included some
where they could explore the many vehicles and form of location-based targeting.
features offered. Source: Millennial Media, 2012.
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5. 2012 Mobile Audience Trends
MARCH 2013
Top Targeted Audiences
CHART G
Moms DIYers Avid Business Gadget Geeks
Shoppers Travelers
Vacationers Mobile Small Business In-Market IT Decision Makers
Switchers Decision Makers Auto Buyer
Source: Millennial Media, 2012.
Insights: CAMPAIGN HIGHLIGHT:
ADIDAS
Brand advertisers on our platform leveraged
audience targeting technology to make sure their
messages were delivered to the right consumers at GOAL:
the right time. Of the audiences targeted by brand Drive foot traffic to New York City’s Penn
advertisers on our platform in 2012, the 10 most Station to view an Adidas “Light You Up”
often targeted audiences are shown in Chart G. promotional light show.
Moms were the 10th most targeted audience by STRATEGY:
brand advertisers on our platform in 2012 (Chart G). Adidas, in collaboration with Mullen’s
Moms are an increasingly active mobile audience, medihub, worked with Millennial Media to
and were most frequently targeted on our platform target mobile users and invite them to a
in Q3 as Moms prepared their kids to go back to light show event featuring Argentinian
school for a new year. soccer player Lionel Messi, while promoting
the launch of the new Adidas Adizero F50
On the Millennial Media platform in 2012, Small soccer cleat.
Business Decision Makers were the 5th most
frequently targeted audience (Chart G). Small Adidas utilized Millennial Media’s targeting
Business Decision Makers were often targeted in capabilities to reach thousands of mobile
the first and fourth quarters of the year, likely device users, across platforms, within a
around fiscal year budget spending needs. 3-mile radius of Penn Station in the hours
prior to the event.
In 2012, Avid Shoppers were the 6th most targeted
audience on our platform (Chart G). Avid Shoppers “With the addition of mobile advertising for the “Light You Up” event
were most frequently utilized as an audience promotion, Adidas was able to reach local users with a relative and time
targeting segment by Retail advertisers in Q4, likely sensitive message and drive foot traffic to the event.”
in preparation for the holiday shopping season. ~ Gina Preziosa, VP, Group Media Director, mediahub/Mullen
To download the full campaign summary, visit
www.millennialmedia.com/advertise/campaign-successes
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6. 2012 Device & Developer Trends
MARCH 2013
2012 Device Introductions
CHART I
Nokia Lumia 900 Samsung Galaxy S3 Kindle Fire HD Samsung Galaxy Note II Apple iPhone 5 Nokia Lumia 920
JANUARY 2012 MAY 2012 SEPTEMBER 2012 SEPTEMBER 2012 SEPTEMBER 2012 NOVEMBER 2012
HTC One X Google Nexus 7 Windows Surface Tablet Apple iPad mini
APRIL 2012 JUNE 2012 OCTOBER 2012 NOVEMBER 2012
Source: Public news outlets, 2012.
Highlights of Device & Developer Trends: Top 10 Application Categories
Ranked by Impressions
In 2012, dozens of new smartphone and tablet devices entered CHART H
the mobile market, in addition to new versions of existing devices.
2012 2011
Chart I highlights a few of the key new devices that were CATEGORIES
introduced into the mobile market in 2012. In November 2012, the 1 Games 1
iPad mini entered the market as Apple’s first 7-inch tablet. The 2 Music & Entertainment 2
Samsung Galaxy Note II was released in Q3 of 2012, an upgrade to 3 Mobile Social Media 3
the original Galaxy Note, one of the first mobile phones considered 4 Communications 4
a smartphone/tablet hybrid, which some term a “phablet.” 5 Productivity & Tools 8
6 Science & Technology –
Games were the number one application category on our 7 Sports 6
platform in 2012, maintaining the position from 2011 (Chart H), 8 News 5
mirroring that of app stores, such as iTunes and Google Play. 9 Books & Reference –
10 Weather 7
Source: Millennial Media, 2011-2012.
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7. 2012 Developer Trends
MARCH 2013
OS Mix Device Mix
Ranked by Impressions Ranked by Impressions
CHART J CHART K CHART L CHART M
2012 3% 1% 2% 1% 2011 2012 2011
20% 15%
16% 16%
48% 47% 5% 17%
75% 68%
32% 33%
Android Smartphones
iOS Feature Phones
BlackBerry OS Non-Phone Connected Devices
Windows
Symbian Source: Millennial Media, 2011-2012.
Smartphone data does not include what could be considered Smartphones
Source: Millennial Media, 2011-2012. running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu.
Highlights of Device & Developer Trends: Top 5 Tablets
Ranked by Impressions
In 2012, the OS mix on our platform remained relatively CHART N
unchanged from 2011 (Charts J & K). The Android operating
system led the OS mix on our platform, representing 48% of 1 2 3
impressions. iOS was the second largest OS on our platform in
2012 with 32% of the impression share.
Non-Phone Connected Devices increased five percentage
points year-over-year to represent 20% of impressions we saw
on our platform (Charts L & M). The growth of this category is
largely attributed to the increased adoption of tablet devices.
Apple iPad* Samsung Galaxy Tab* Amazon Kindle Fire*
4 5
In 2012, Finance, Dating, and Entertainment were the top Acer Iconia Motorola Xoom
three brand verticals using our self-serve tool mMedia.
For more information, visit: www.mmedia.com * Ranked in the top 20 among all mobile devices.
Source: Millennial Media, 2012.
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8. S.M.A.R.T.™ Glossary of Terms
MARCH 2013
Mobile Audience Solutions – Targeting solutions built using Millennial Media’s proprietary technology and access to diverse
volumes of data. Millennial Media’s platform accesses and analyzes data – Location, Social, Interest and Mobile – to provide a unique,
multi-dimensional view of individual profiles. We call this our Relevance Graph. This view gives us deep insight into what is relevant to
individuals at any given moment. Because the Millennial Media platform operates in real-time, the Relevance Graph, is responsive to
every shift in data, continually refreshing audience segments for our Mobile Audience Solutions as individual interests, activities and
needs change.
Cross-Platform – Pertaining to multiple devices (smartphones, tablets, feature phones, non-phone connected devices), carriers (AT&T,
Verizon, Vodafone, etc.), or platforms (iOS, Android, BlackBerry, Windows Phone, Symbian, etc.). Millennial Media is cross-platform – or
“platform agnostic” – because we do not focus on one single OS or device type. This enables advertisers to reach as many mobile users
as possible, regardless of their mobile device or carrier of choice.
Developer – Provider/creator of mobile applications and sites. Developers range from large entities (brands, portals, news sites, etc.)
to individuals who focus on just a handful of applications.
Feature Phone – Any web-enabled mobile phone that is not a smartphone.
Impression – A count of the number of times an ad unit appears on a mobile device.
Interactive Video – A high-impact video ad layered with interactive features that deliver a uniquely mobile, actionable experience to
customers.
Inventory – The ad space available on mobile websites and applications.
Non-Phone Connected Device – A non-phone mobile device. This includes tablets, gaming devices, e-readers, MP3 players, etc.
Post-Click Campaign Action – The action a marketing campaign is driving the customer to take once an ad is viewed (i.e., Place Call,
Download Application, View Map, etc.).
SDK – Software Development Kit. A tool that enables developers to seamlessly integrate mobile advertising into their applications,
thus monetizing their apps. Developer partners on Millennial Media’s platform download and integrate our SDKs (available for a variety
of operating systems – iOS, Android, Windows Phone, etc.) to gain access to the ads run by our advertising partners.
Smartphone – Any web-enabled and application-enabled mobile phone that runs on an operating system and offers the user more
advanced capabilities beyond just voice and mobile web access.
Vertical – The classification of advertisers by industry.
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9. Summary & Reporting Methodology
MARCH 2013
About Millennial Media
Millennial Media is the leading independent mobile advertising and data platform. Our technology, tools and services help
app developers and mobile website publishers maximize their advertising revenue, acquire users and gain audience insights.
Our platform also enables us to offer advertisers powerful Mobile Audience Solutions (MAS) that utilize our significant scale,
sophisticated targeting and uniquely engaging creative capabilities to deliver meaningful results.
About S.M.A.R.T.™
The Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ delivers regular insights on key trends in mobile
advertising based on actual campaign and platform data from Millennial Media.
Visit www.millennialmedia.com/mobile-intelligence to sign up to receive Millennial Media-related news including the
Mobile Mix™ report, the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ report, and the Mobile Intel Series.
For questions about the data in this report, or for recommendations for future reports,
please contact us at research@millennialmedia.com.
©2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.
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