millennial media smart 2011 yir

8/2/2019 Millennial Media Smart 2011 YIR

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In 2011, nine verticals experienced triple digit growth year-over-year

(Chart B). Health: Fitness & Wellness has not been on the Top 10Global Advertising Vertical ranking to date, yet experienced growth of

229% year-over-year (Chart B). Health: Fitness & Wellness advertisers

leveraged mobile to provide seasonally relevant messages to

customers, heavily promoting fitness products during the beginning

of the year and summer months, while promoting wellness productsand services during the cold and allergy seasons.

Finance was the number one vertical on the Top 10 Global

Advertising Vertical ranking (Chart A). Finance campaign spending

grew 314% year-over-year (Chart B). In 2011, Banking advertisersutilized mobile to create awareness campaigns and drive customers

into their branch locations while insurance and credit card brands

heavily utilized mobile for generating leads.

Entertainment experienced a 133% increase year-over-year (Chart B)and ranked in the number three spot on the Top 10 Global

Advertising Vertical ranking (Chart A). In 2011, advertisers in the

Entertainment vertical leveraged mobile to create awareness of new

motion picture and DVD releases. They also drove downloads of

branded applications, which allowed customers to watch premiumtelevision content on-the-go.

CPG/FMCG ranked in the number seven spot on the Top 10 Global

Advertising Vertical ranking (Charts A). Year-over-year CPG/FMCG

spending increased 199% (Chart B). CPG/FMCG advertisers utilizedmobile to engage customers through social media platforms. They

leveraged those channels to cross-promote and drive product reuse

by providing product usage tips to their target audiences.

Insights:

Source: Millennial Media, 2011.

Top 10 Global Advertising Verticals2011 Ranked by SpendCHART A

FINANCERETAIL & RESTAURANTSENTERTAINMENTTELECOMMUNICATIONSAUTOMOTIVEPORTALS & DIRECTORIESCPG/FMCGEDUCATIONTRAVEL

TECHNOLOGY

123456789

10

RANK CATEGORIES

Mobile Vertical Spending in 2011

VERTICALS GROWTH

Vertical ExplosionYear over Year Spend Growth - 2011/2010CHART B

TECHNOLOGY

FINANCE

HEALTH: FITNESS & WELLNESS

CPG/FMCG

RETAIL & RESTAURANTS

AUTOMOTIVE

PHARMACEUTICALS

ENTERTAINMENT

EDUCATION

2011 Year in Review

Visit www.millennialmedia.com/mobile-intelligenceto sign up

698%

314%

229%

199%

193%

185%

159%

133%

122%

Audience Targeting: Real World Audiences

Audience Targeting builds audiences by analyzing massiveamounts of data every day, supplying algorithmically controlledenrollments into rich behavioral models. This enables verticals, like

Automotive, to connect with their intended audiences at exactly

the most relevant time and place. Audience Targetings capacity to

reach consumers who are actively considering product purchase

is powering the Automotive verticals spend growth.

Visit www.millennialmedia.com/advertise/targeting to learn more

TIME

ACT

IVITY

Location

Actions

ViewsStandard Attributes


AUTO INTENDER AUDIENCE


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LOCAL TARGETINGNA: In 2011, we saw a shift in

advertising dollars from traditional

media, such as print and radio, to

mobile campaigns.

EMEA: Sophisticated targeting,

including local market targeting, has

been a key driver for retail spend as this

maximises campaign effectiveness by

targeting consumers when they are inthe vicinity and drives instore footfall.

SEA: Advertisers leveraged mobile to

deliver locally relevant messages totheir target audiences, knowing that

within Southeast Asia, consumer

trends can vary greatly from country

to country.

MOBILE VIDEONA:Throughout the year we saw

brands increase their investment in

mobile video advertising to drive

brand awareness for their productsand services.

EMEA: Entertainment advertisers led

other verticals in incorporating mobile

video into their campaigns, enabling

their movie trailers and TV spots toengage audiences at scale.

SEA: In 2011, we saw an increase in

the adoption of tablets andsmartphones. Advertisers responded

to this trend by increasing the usage of

mobile video and extending their TV

creative to mobile.

MASS MARKET REACHNA:Brands further utilized mobile as a

mass media solution, enabling them to

reach audiences at scale.

EMEA: Brands are demanding social

media integration within ad units, to

leverage the omnipresent nature of the

channel and encourage secondary, viral

content distribution.

SEA: Brands recognized the continued

need to create cross-platform mobile

campaigns in response to the explosion

of iOS and Android in the region. WhileAndroid is growing rapidly in Indonesia,

BlackBerry continues to dominate and

is the leading mobile platform that

brands target in the Indonesian market.

TOP 3 GLOBAL ADVERTISER TRENDS OF 2011


Data is based on the Top 250 Campaigns monthly on Millennial Medias Platform in 2011.

SUSTAINED INMARKET PRESEN

LEAD GEN/REGISTRATIONS

PRODUCT LAUNCH/RELEASE

BRAND AWARENESS

INCREASED FOOT TRAFFICSITE TRAFFIC

25%

31%

18%

12%

9%

5%

2011 Mobile AdvertisingTrends & Campaign Goals

In 2011, we saw three main advertiser trends emerge, the

growth of local market targeting, the adoption of mobile

video, and the continued use of mobile for mass market

reach. Our Top 3 Global Advertisers Trends capture how

each of these global trends were seen on a local level inNorth America (NA), Europe, the Middle East, Africa (EMEA),

and Southeast Asia (SEA).

The Top Campaign Goal in 2011 was Sustained-In-Market

Presence, representing 31% of the Advertisers CampaignGoal Mix (Chart A). Campaigns with the goal of

Sustained-In-Market Presence drove consumers to

download applications and to play branded games topromote their products and services, while increasing their

brand awareness and loyalty.

Lead Gen/Registrations represented 25% of the Advertisers

Campaign Goal Mix (Chart A). Education was one of the top

verticals which ran campaigns with a goal of Lead

Gen/Registrations. Education brands focused on generatinglead lists for their various regional degree programs.

Insights:

Advertisers Campaign Goals2011

CHART A

2011 Year in Review



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HTML5 The next-generation of HTML which is

changing the mobile advertising world. HTML5 is a

combination of the fifth revision of the HTML markup

language, CSS3, and a series of JavaScript APIs that is

cross-platform, eliminating the need for 3rd party

plug-ins. HTML5 enables mobile advertisers to create

powerful, vibrant experiences that enhance

interactivity and connectivity, which previously could

only be created for desktop platforms.

GOAL:Extend Westins new campaign into mobile channels with cutting edge richmedia that would drive brand awareness and preference with travelers on-the-go.

STRATEGY:The campaign featured two separate rich media creatives. The first was a shakable

unit that allowed consumers to display different Westin images that could bechanged by physically shaking the phone. The second unit featured a screen full

of balloons, which users could pop by touching. When every balloon waspopped, an image was revealed of a woman lying on a bed of balloons, symbolic

of how Westin has engineered a good nights sleep through the Heavenly Bed.

CAMPAIGN HIGHLIGHT: WESTIN

2011 Mobile Advertising Trends Spotlight on HTML5

Make MotionHTML5 can manipulate the page beyond itsdimensions, using gestures or user position toprovide immersive experiences for users.

Use VideoHTML5 enables users to rotate, move, and resizevideo to maximize their experience.

Create Audio Events

3rd party plug-ins are no longer needed withHTML5, making audio simple and dependable.

DOWNLOAD THE FULL CAMPAIGN SUMMARY NOW!www.millennialmedia.com/advertise/campaign-successes

We've been very impressed with the ability of the

Millennial platform to extend our brand campaign in

mobile with high levels of consumer engagement. We are

inspired by the results from a recent media effectiveness

test indicating our rich mobile units with Millennial aredriving positive lifts across key brand attributes.~ Christi Gettinger, Sr. Director Brand Management Westin Hotels & Resorts

BEST PRACTICES:DEFINITION:

2011 Year in Review



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0%

5%

10%

15%

20%

25%

30%

35%

40%

CAMPAIGN HIGHLIGHT:MODERN WARFARE 3

GOAL:Drive pre-orders ahead of the game release date,

generate awareness and social media buzz.

STRATEGY:

The rich media creative included a video trailer,post-click social media actions, and a store

locator that enabled consumers to find the

nearest site where they could pre-order. The

campaign also leveraged mCommerce to allowconsumers to pre-order the game from

Amazon.com directly on their mobile devices.


Data is based on the Top 250 Campaigns monthly on Millennial Medias Platform in 2011.

RETAILPROMOTION

ENROLL/JOIN/

SUBSCRIBE

STORELOCATOR

VIEWMAP

WATCHVIDEO

PLACECALL

APPLICATIONDOWNLOAD

SITESEARCH

mCOMMERCE MOBILESOCIALMEDIA

Campaign Destination Mix2011CHART A

MOBILE SITE

APPLICATION DOWNLOAD

LANDING PAGE

25%

53%

22%

Application Download represented 25% of the

Campaign Destination Mix and 32% of the Post-Click

Campaign Action Mix in 2011 (Charts A & B). With therapid Tablet adoption that occurred in 2011, customersincreasingly had two or more mobile devices and

advertisers responded to this trend by creating branded

applications with the full functionality of their websites

in a simple user interface. The Retail and Finance verticals

led other verticals in creating high utility applicationsthat allow customers to easily transact on-the-go.

Watch Video was included in 24% of the campaigns in

2011 as a Post-Click Campaign Action (Chart B).

Entertainment and Telecom advertisers heavily utilizedWatch Video as a Post-Click Campaign Action in their

mobile campaigns to promote the release of new

motion pictures and new mobile devices.

In 2011, Store Locator accounted for 23% of thePost-Click Campaign Action Mix (Chart B). Advertisers in

the Retail vertical leveraged mobile to promote seasonal

sales, while Auto advertisers promoted new model year

releases; both verticals drove customers to brick and

mortar locations (retail outlets and auto dealerships) tocomplete their purchases.

Insights:

2011 Mobile Advertising Trends Campaign Engagement Methods

Post-Click Campaign Action Mix2011

CHART B


Campaign destinations represent the immediate click-through from creative to site, landing page, or

rich media. Data is based on the Top 250 Campaigns monthly on Millennial Medias Platform in 2011.

"Modern Warfare 3 was the most talked about entertainment release o2011 and the multi-faceted nature of the campaign allowed us to hit allour objectives. Not only did the mobile campaign drive strong consumeawareness across a key touch point, but it helped fuel fan engagementacross all major social media platforms."

~ Alex Hicks, Activation Manager at MEC

32%

36%

19%

31%

22%

15%

23%

18%

24%

13%

2011 Year in Review

DOWNLOAD THE FULL CAMPAIGN SUMMARY NOW!www.millennialmedia.com/advertise/campaign-successes



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MOBILEADVERTISINGBEST PRACTICESFOR APP

DEVELOPERSAs in-app advertising becomes central to a mobile appdevelopers monetization strategy, its important to understandhow to make the most of this growing opportunity.Developers should consider the following best practices tomaximize the revenue they earn through advertising:

Integrate all types of ads This includes banners and richmedia, but also mobile video ads that can dramaticallyboost eCPMs.

Provide available metadata Metadata includes age, zipcode, latitude/longitude, etc. This is data that users haveagreed to share with your application, and have given youpermission to share with us.

Integrate the latest SDKs To access all of the availablerevenue-generating technology and capabilities desired bytop brand advertisers.

Mobile application developers can visitdeveloper.millennialmedia.com to learn more.

2011 Developer Trends

With advertisers shifting spend to mobile from otherchannels, video ads became mainstream and app

developers benefited from these higher eCPM campaigns.

Developers embraced the cross-platform opportunity.

They built and monetized applications across everymajor platform.

As tablets soared in popularity with consumers,

developers responded with applications for iPad,

Amazons Kindle Fire, and other popular devices.

TOP 3 DEVELOPER TRENDS OF 2011

Gaming applications moved into the number one spot on the

Top Mobile Application Categories ranking in 2011, growing

16% year-over-year (Chart A). Popular gaming developers like

Zynga and Rovio heavily contributed to the continued growth

of gaming applications in 2011.

Music & Entertainment applications moved to the number

two position on the Top Mobile Application Categories

ranking in 2011 (Chart A). With the increased sophistication ofSmartphones and the larger viewing screens of tablets, Music

& Entertainment applications doubled their impression share

year-over-year, as consumers started using their mobile

devices for entertainment.

In 2011, Android led the OS Mix on our platform with 47% of

the impressions, a 57% increase year-over-year (Chart B, Page

7). Android was the fastest growing OS on our platform in

2011 and overtook iOS as the leading OS at the end of 2010.

In 2011, over a dozen new tablet devices entered the market,

along with new versions of the two leading tablet devices, the

Apple iPad and the Samsung Galaxy Tab (Chart A, Page 7).

In November 2011, the Kindle Fire entered the U.S. market asthe first significant contender to the leading tablet, the Apple

iPad. Within the first few weeks of launch, the Kindle Fire grew

at an average daily rate of 19%, slightly outpacing the growth

of the original Apple iPad at its launch (Chart A, Page 7).

Highlights of 2011 Device &Developer Trends:

2011 Year in Review

GAMES

MUSIC & ENTERTAINMENT

SOCIAL NETWORKING

COMMUNICATIONS

NEWS

SPORTS

WEATHER

PRODUCTIVITY & TOOLS

HEALTH & FITNESS

TRAVEL & LOCAL

2

3

1

4

8

7

5

2010 CATEGORIES

Top Mobile Application CategoriesRanked by ImpressionsCHART A

Source: Millennial Media, 2010-2011.

1

2

3

4

5

6

7

8

9

10

2011



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2011 Developer Trends

2011 Year in Review

2011 U.S. Tablet LaunchesCHART A

Source: Washington Post, CNN Money, Amazon, PC World, InfoSync, Android Community, 2011.

Motorola XoomFEBRUARY 2011

Dell Streak 7FEBRUARY 2011

Apple iPad 2MARCH 2011

BlackBerry PlaybookAPRIL 2011

HTC FlyerMAY 2011

Amazon Kindle FireNOVEMBER 2011

Sony Tablet DAUGUST 2011

Galaxy Tab 10.2JUNE 2011

HP TouchpadJULY 2011

2012011

Connected Device MixRanked by Impressions

CHART C

68%

15%

17% 55%

14%

31%

Source: Millennial Media, 2010-2011.

Smartphones

Feature Phones

Other Connected DevicesSource: Millennial Media, 2010-2011.Other includes webOS, Danger, Nokia OS, Palm OS.

41%

3% 2%

6%

30%

18%47%

1%1%2%

33%

16%

20102011

OS Mix including Smartphones &Other Connected DevicesRanked by Impressions

CHART B

iOS

Android RIM

Windows

Symbian

Other



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S.M.A.R.T. Glossary of Terms

Audience Takeover A targeting technique that allows an advertiser to achieve dominant share-of-voice with a target audience.

Behavioral Audience A targeting technique that categorizes customers by their interests.Campaign Destination Used to define where advertisers are sending consumers from their ads to view more content. Based upon thousands ofcampaigns, we find that campaigns drive to three primary destinations: Traffic to Site (the clients persistent mobile site), Custom Landing Page (aspecial mobile landing page created for the campaign), or Application Download.Connected Device A mobile device, such as a traditional mobile phone, a smartphone and a tablet, that is able to connect to the internet througha cellular, wireless or other network.Cross-Platform Pertaining to multiple devices (Smartphones, tablets, feature phones, connected devices), carriers (AT&T, Verizon, Vodafone,Telefonica, SingTel, etc.), or platforms (iOS, Android, RIM, Windows Phone 7, 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 mobiledevice or carrier of choice.

Deal Size The size of a clients mobile advertising contract.Developer Provider/creator of mobile applications or a publisher of mobile sites.

eCPM Also Effective CPM or Effective cost per thousand impressions. Used as a performance measure to estimate earnings for every thousandimpressions received. eCPM is derived by dividing total earnings over total number of impressions in thousands.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.Inventory The ad space available on mobile websites and applications.Local Market A targeting technique that allows advertisers to customize their message to local markets i.e. DMA to more precise levels of

granularity. (Previously classified as GEO in earlier SMART reports).

Mobile Targeting A strategy used by advertisers to achieve their campaign goals by delivering relevant messaging to specific target audiences.Advertisers have a variety of targeting strategies available to them including, Audience Targeting, Local Market Targeting and Tactical Targeting.Targeting strategies vary according to campaign objectives.

Mobile Video A high impact HD video ad that can be layered with interactive features to deliver a uniquely mobile, actionable experience tocustomers.

Post-Click Campaign Action The action a marketing campaign is driving the customer to take once an ad is viewed (i.e., Place Call, DownloadApplication, View Map, etc.).SDK Software Development Kit. A tool that enables developers to seamlessly integrate mobile advertising into their applications, thus monetizingtheir app. Developer partners on Millennial Medias platform download and integrate our SDKs (available for a variety of operating systems iOS,

Android, Windows Phone 7, 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 advancedcapabilities beyond just voice and mobile web access.Vertical The classification of advertisers by industry.

2011 Year in Review



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2012 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.

Summary & Reporting Methodology

About Millennial Media

Millennial Media is the leading independent mobile advertising platform company. Our technology, tools and services help

app developers and mobile website publishers maximize their advertising revenue, acquire users for their apps and gain

insight about their users. We offer advertisers significant audience reach, sophisticated targeting capabilities and the ability

to deliver rich and engaging ad experiences to consumers on their mobile connected devices.

Visit www.millennialmedia.comfor more information.

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 mobileadvertising based on actual campaign and platform data from Millennial Media.

Visit www.millennialmedia.com/researchto 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 [email protected].

2011 Year in Review


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