millennialmedia smart 2012 yearinreview

7/29/2019 MillennialMedia SMART 2012 YearInReview

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Visit www.millennialmedia.com/mobile-intelligence to sign up

MARCH 2013

2012 Global TrendsCHART A

Source: Millennial Media, 2012.

Manufacturers around the world released dozens of new mobile

devices in 2012, at a number of different sizes and price points, with a

number of new functions and features. The infrastructure to support

these new mobile devices also increased throughout the year,

providing the platform for enhanced mobile features and use.

DeviceManufacturersConsumers evolved the way they interacted

with mobile in 2012. As consumers across the

world adopted new devices, or added a

second device to their life, users increasingly

relied on and engaged with mobile devices in

different ways throughout the day.

Consumers

In Southeast Asia, phones with

bigger screens grew an average

of63%a month in 2012.

Advertisers in North America leveraged

data to reach real-world audiences, such as

Moms, Sports Fans, and Gadget Geeks.Approximately 46%of

Entertainment campaigns

used social media actions.

85%of tablet owners use their

devices while watching TV.

Advertisers in the Southeast Asia region

invested in hyper-local targeting in 2012

campaign spend grew at 233% a month.

As consumer and manufacturer trends merged

and developed, the mobile advertising

opportunities for both advertisers and

developers evolved in 2012.

What they mean forMobile AdvertisingAdapt Mobile Ads toShorter Use Sessions Mobile is Always On

GameificationAcross Verticals

Increased Rich MediaEngagement

Mobile-OptimizedExperiences

Tablet-Sized Ads

Audience Targeting& Intelligence

Socialization

Multi-Screening

Hyper-Local TargetingMore Video Viewing

There are MoreDevices than Humans

on the Planet

ContentContributors

More Frequent,but Shorter,

Mobile Sessions

IncreasedScreen Size

Increased Availabilityof Devices at

Decreasing Price Points

Increased MobileInfrastructure BetterSpeed & Connection

Mobile behavior changes

throughout the day; with mobile

primetime from 4 pm to midnight.

2012 Global Mobile Trends

Source: Online Publishers Association, 2012.

Utliized in 64%of Product

Launch / Release Campaigns.


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Retail & Restaurants was the number one vertical on the Top 10

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 up16% of the total brand advertiser campaigns in 2012 (Chart D).

These advertisers ran mobile campaigns year-round which droveconsumers to both their retail and online stores.

Health: Fitness & Wellness was the fifth largest growth vertical onour 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 mobiles ability to target audiences and deliver

relevant messages to mobile users interested in health living

content.

Travel showed a 495% year-over-year increase to move up to the

seventh largest brand vertical on our platform in 2012 (Charts B &

C). Travel brands, such as hotels, booking sites, and airlines ran

mobile campaigns year-round to motivate consumers to plan

and book their vacations for any season, often through theirbranded applications. Travel campaigns made up 9% of total

brand advertiser campaigns on our platform in 2012 (Chart D).

Twelve verticals experienced triple-digit growth on our platformin 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

grown their investment in mobile advertising, as others have

grown from an already established base of spending.

Insights:


RETAIL & RESTAURANTSENTERTAINMENTTELECOMMUNICATIONSFINANCEAUTOMOTIVECPG / FMCGTRAVELTECHNOLOGY

EDUCATIONPORTALS & DIRECTORIES

12345678

910

2012

2341579

10

86

2011CATEGORIES

Top 10 Global Brand VerticalsRanked by SpendCHART B

Source: Millennial Media, 2011 & 2012.

MARCH 2013

Mobile Vertical Spending in 2012

VERTICALS GROWTH

Vertical ExplosionYear-Over-Year Spend 2012/2011CHART C

Source: Millennial Media, 2011 & 2012.

GOVERNMENT SERVICES

EMPLOYMENT

TRAVEL

PERSONAL & HOME SERVICES

HEALTH: FITNESS & WELLNESS

ENERGY & POWER

CPG / FMCG

ENTERTAINMENT

AUTOMOTIVE

TELECOMMUNICATIONS

RETAIL & RESTAURANTS

REAL ESTATE

860%

523%

495%

461%

281%

265%

235%

224%

193%

143%

106%

103%

Top 10 Global Brand Verticals asPercent of Total Brand BusinessCount of Campaigns

CHART D

16%

14%

14%

12%

3%

3%

2% Retail & RestaurantsTelecommunications

Finance

Entertainment

Travel

Automotive

CPG / FMCG

Technology

EducationGovernment Services

Others9%

7%

6%

14%



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Source: Millennial Media, 2012. Data is based on the Top 3,000 campaigns on Millennial Medias Platform in 2012.

RETAILPROMOTION

ENROLL / JOIN /SUBSCRIBE

STORE LOCATOR /VIEW MAP

WATCH VIDEOPLACE CALLAPPLICATIONDOWNLOAD

SITE SEARCHMCOMMERCE SOCIAL MEDIA

Post-Click Campaign Action MixCHART E

Store Locator / View Map was included as a Post-Click

Campaign Action in 21% of campaigns on our platform

in 2012 (Chart E). Restaurant advertisers utilized theunique Store Locator / View Map function mobile

provides. A consumers location was pinpointed

through a maps application and then showed the

proximately to brand locations.

In 2012, 16% of all advertisers on the Millennial Media

platform integrated m-Commerce experiences into

their campaigns (Chart E). Entertainment advertisers

created campaigns that promoted new motion picture

or DVD releases and then provided a link to purchasetickets or the DVD.

Brand Awareness represented 14% of Advertisers

Campaign Goals on our platform in 2012 (Chart F). Travel

advertisers ran mobile campaigns aimed to keep theirbrand 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 heavilyutilized the learn more or site search functions in their

campaigns to drive consumers to their webpages

where they could explore the many vehicles and

features offered.

Insights:


2012 Mobile Advertising Trends :Campaign Engagement Methods

MARCH 2013

0%

10%

20%

30%

40%

37%

19% 18%9% 9%

29%21%

16%16%

Sustained In-Market Presence

Brand Awareness

Site Traffic

Product Launch/Release

Registrations

Increased Foot Traffic


Data is based on the Top 3,000 campaigns on

Millennial Medias Platform in 2012.

Advertisers Campaign GoalsCHART F

39%

14%14%

12%

12%

10%

Site Traffic increased 13% year-over-year as more advertisers

wanted to drive consumers to learn more about their brand.

Did You Know?of CPG / FMCG campaign spend

on our platform included some

form of location-based targeting.40%Source: Millennial Media, 2012.


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2012 Mobile Audience Trends

MARCH 2013

Brand advertisers on our platform leveraged

audience targeting technology to make sure their

messages were delivered to the right consumers at

the right time. Of the audiences targeted by brand

advertisers on our platform in 2012, the 10 mostoften targeted audiences are shown in Chart G.

Moms were the 10th most targeted audience bybrand advertisers on our platform in 2012 (Chart G).

Moms are an increasingly active mobile audience,and were most frequently targeted on our platform

in Q3 as Moms prepared their kids to go back to

school for a new year.

On the Millennial Media platform in 2012, SmallBusiness Decision Makers were the 5th most

frequently targeted audience (Chart G). Small

Business Decision Makers were often targeted in

the first and fourth quarters of the year, likely

around fiscal year budget spending needs.

In 2012, Avid Shoppers were the 6th most targeted

audience on our platform (Chart G). Avid Shoppers

were most frequently utilized as an audience

targeting segment by Retail advertisers in Q4, likelyin preparation for the holiday shopping season.

Insights:

Top Targeted AudiencesCHART G


MobileSwitchers

DIYers

Small BusinessDecision Makers

IT Decision Makers

Gadget GeeksAvidShoppers

BusinessTravelers

Vacationers In-MarketAuto Buyer

Moms

CAMPAIGN HIGHLIGHT:ADIDAS

To download the full campaign summary, visitwww.millennialmedia.com/advertise/campaign-successes

GOAL:

Drive foot traffic to New York Citys PennStation to view an Adidas Light You Up

promotional light show.

STRATEGY:

Adidas, in collaboration with Mullensmedihub, worked with Millennial Media to

target mobile users and invite them to a

light show event featuring Argentinian

soccer player Lionel Messi, while promoting

the launch of the new Adidas Adizero F50soccer cleat.

Adidas utilized Millennial Medias targeting

capabilities to reach thousands of mobile

device users, across platforms, within a3-mile radius of Penn Station in the hours

prior to the event.

With the addition of mobile advertising for the Light You Up eventpromotion, Adidas was able to reach local users with a relative and timesensitive message and drive foot traffic to the event.~ Gina Preziosa, VP, Group Media Director, mediahub/Mullen


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In 2012, dozens of new smartphone and tablet devices entered

the mobile market, in addition to new versions of existing devices.Chart I highlights a few of the key new devices that were

introduced into the mobile market in 2012. In November 2012, the

iPad mini entered the market as Apples first 7-inch tablet. The

Samsung Galaxy Note II was released in Q3 of 2012, an upgrade to

the original Galaxy Note, one of the first mobile phones considered

a smartphone/tablet hybrid, which some term a phablet.

Games were the number one application category on our

platform in 2012, maintaining the position from 2011 (Chart H),

mirroring that of app stores, such as iTunes and Google Play.

Highlights of Device & Developer Trends:


MARCH 2013

2012 Device & Developer Trends

1

2

3

4

5

6

7

8

9

10

1

2

3

4

8

6

5

7

CATEGORIES

Games

Music & Entertainment

Mobile Social Media

Communications

Productivity & Tools

Science & Technology

Sports

News

Books & Reference

Weather

Top 10 Application CategoriesRanked by Impressions

CHART H

20112012

Source: Millennial Media, 2011-2012.

2012 Device IntroductionsCHART I

Windows Surface TabletOCTOBER 2012

Apple iPad miniNOVEMBER 2012

HTC One XAPRIL 2012

Nokia Lumia 900JANUARY 2012

Kindle Fire HDSEPTEMBER 2012

Apple iPhone 5SEPTEMBER 2012

Samsung Galaxy Note IISEPTEMBER 2012

Nokia Lumia 920NOVEMBER 2012

Samsung Galaxy S3MAY 2012

Google Nexus 7JUNE 2012

Source: Public news outlets, 2012.


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MARCH 2013

2012 Developer Trends

In 2012, Finance, Dating, and Entertainment were the top

three brand verticals using our self-serve tool mMedia.

Device MixRanked by Impressions

CHART L CHART M

75%

20%

5%

68%

15%

17%


Smartphone data does not include what could be considered Smartphones

running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu.

Smartphones

Feature Phones

Non-Phone Connected Devices

2012 201


Top 5 TabletsRanked by Impressions

CHART N

Apple iPad* Amazon Kindle Fire*Samsung Galaxy Tab*

1 2 3

Motorola Xoom

5

Acer Iconia

4

* Ranked in the top 20 among all mobile devices.

OS MixRanked by Impressions

CHART J CHART K

48%

3% 1% 1%2%

16%

32%

47%

16%

33%


Android

iOS

BlackBerry OS

Windows

Symbian

2012 2011

In 2012, the OS mix on our platform remained relatively

unchanged from 2011 (Charts J & K). The Android operating

system led the OS mix on our platform, representing 48% of

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.

Highlights of Device & Developer Trends:

For more information, visit: www.mmedia.com


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Mobile Audience Solutions Targeting solutions built using Millennial Medias proprietary technology and access to diversevolumes of data. Millennial Medias 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 toindividuals at any given moment. Because the Millennial Media platform operates in real-time, the Relevance Graph, is responsive toevery shift in data, continually refreshing audience segments for our Mobile Audience Solutions as individual interests, activities andneeds 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 orplatform agnostic because we do not focus on one single OS or device type. This enables advertisers to reach as many mobile usersas 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 tocustomers.

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 Medias platform download and integrate our SDKs (available for a varietyof 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 moreadvanced capabilities beyond just voice and mobile web access.

Vertical The classification of advertisers by industry.


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

MARCH 2013


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Summary & Reporting Methodology


2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.

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

Visit www.millennialmedia.com/mobile-intelligenceto 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].

MARCH 2013

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