millennialmedia smart q1 2013

7/28/2019 MillennialMedia SMART Q1 2013

1/9

SpecialRestaurantReportQ1 2013

#SMART

Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)


2/9

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

TELECOMMUNICATIONSENTERTAINMENT

FINANCERETAIL

AUTOMOTIVECONSUMER GOODSTRAVEL

TECHNOLOGYEDUCATION

RESTAURANTS

12

34

567

89

10

Q1 2013

31

24*

586

79

4*

Q1 2012CATEGORIES

Top 10 Global Advertising VerticalsRanked by SpendCHART A

*Previously reported as a combined vertical.Source: Millennial Media, Q1 2013.

Q1 2013

Global Mobile Vertical Spending

VERTICALS GROWTH

Vertical ExplosionYear-Over-Year Spend Q1 2013/Q1 2012CHART B

Mobile Ad Spend Per Mobile Phone UserBy Country

Source: Millennial Media, Q1 2013.

SPORTS

NONPROFIT & CHARITIES

ENERGY & POWER

EMPLOYMENT

GOVERNMENT SERVICES

CONSUMER GOODS

AUTOMOTIVE

TELECOMMUNICATIONS

600%

264%

261%

231%

189%

188%

109%

102%

Report ChangeWhile the Retail & Restaurants verticals have traditionally beencombined in our reports, these verticals will now be reportedseparately. We made this change to keep up with the evolvingmobile advertising landscape. This quarter, you can find anin-depth look at the Restaurants vertical starting on Page 4.

Telecom Tops in Q1Telecommunications was the top vertical on our platform in Q1(Chart A), growing campaign spend 102% from the same quartera year ago (Chart B). Mobile carriers and device manufacturersran video campaigns promoting new device launches.

Beauty Product InnovationConsumer Goods was the sixth largest vertical spending on ourplatform in Q1 (Chart A), growing 188% year-over-year (Chart B).Cosmetics & Hygiene brands ran brand awareness campaignsthat utilized a variety of interactive methods, such as swipingacross and shaking the device to engage users.

Emerging Verticals Show GrowthThe Sports vertical saw the largest year-over-year growth in Q1,followed by the Non-profit & Charities and Energy & Powerverticals (Chart B). Traditionally, these verticals have not been topten spenders, but have recently grown their investment inmobile. In the Sports vertical, we saw leagues and organizationsdevelop their own branded applications to share content.Non-profit health organizations used mobile to drive awarenessof important issues.

DID YOU KNOW?

Source: eMarketer report, May 2013; with data from 2011.

The UK and the US are the largest spenders in mobile advertising perconsumer, spending $49 per mobile phone user in each country. Asconsumer adoption of mobile devices continues to increase globally,there is a clear opportunity for advertisers to increase their presence onthis most interactive of platforms.

U.S.JAPANCANADAGERMANYSOUTHKOREA

FRANCE UK

$8 $10$12

$20$30

$49 $49


3/9

Source: Millennial Media, Q1 2013.*Updated categories for 2013; includes Interactiveas a new category. Data is based on the Top 750 Campaigns on Millennial Medias Platform in Q1 2013.

Post-Click Campaign Action MixCHART C


Global Mobile Advertiser Trends:Campaign Engagement Methods & Goals

Sustained In-Market PresenceSite/Mobile Traffic

RegistrationsBrand AwarenessIncreased Foot Traffic

Product Launch/Release

Source: Millennial Media, Q1 2013.Data is based on the Top 750 campaigns on Millennial Medias Platform in Q1 2013.

Advertisers Campaign GoalsCHART D

37%

18%16%

13%

9%

8%

Q1 2013

App Store Top of the ChartsThis quarter, application download was used in 45% of campaignson our platform (Chart C). The Entertainment vertical integrated appdownload capabilities into mobile ads to drive consumers todownload, purchase, or consume entertainment content.

Interacting with Mobile AdsInteractive actions were utilized in 12% of the campaigns on ourplatform in Q1 (Chart C). Interactive is a new category whichrepresents post-click actions which are unique to mobile, such asswiping across the screen, shaking the device, utilizing the touchscreen, or playing games. These innovative features help connectmobile consumers to the ad using familiar and fun ways ofinteracting with the device.

Sign-up for SavingsDriving registrations was the goal of 16% of the brand advertisers onour platform this quarter (Chart D). Retailers often paired registrationswith retail promotions to offer consumers a mobile coupon in

exchange for information.

Consumer Goods Drive Brand AwarenessIn Q1, brand awareness campaigns were run by 13% of theadvertisers on our platform (Chart D). Consumer Goods brandslayered multiple post-click actions in order to drive brand awareness.For example, food advertisers often utilized video with site searchactions to send consumers to a mobile landing page wherenutritional and recipe information was available.

RETAILPROMOTION

ENROLL / JOIN /SUBSCRIBE

STORE LOCATOR /VIEW MAP

WATCH VIDEOPLACE CALLAPPLICATIONDOWNLOAD

SITE SEARCHMCOMMERCEINTERACTIVE SOCIAL MEDIA

0%

10%

20%

30%

40%

50%

45%

13% 12% 12%15%

24%

15%17%

6% 7%


4/9

SITE SEARCH

24%

72%


Vertical Insight: Restaurants

Site Search Heavily UsedOver 70% of Restaurant advertisers on our platform in Q1 included a SiteSearch option in their campaigns (Chart E). Oftentimes, Restaurantadvertisers used their mobile web or landing page to house multipletypes of information, such as nutritional details, coupons, and locationlistings.

Mobile Coupon SuccessRestaurant brands utilized Retail Promotions as part of their campaignsnearly five times as often when compared to all advertisers (Chart E).Harvester, a restaurant chain in the UK, utilized Retail Promotion by

running a mobile coupon campaign leveraging Passbook in order to drivehungry consumers into their locations (Campaign Summary, Page 6).

Drive to Drive-ThruStore Locator / View Map was the largest post-click campaign action usedby Restaurant advertisers on our platform in Q1 (Chart E). Over 80% ofRestaurant advertisers included this action in their mobile campaign,whether as the primary goal (Chart F), or a secondary action on a richmedia or mobile landing page.

Site/Mobile TrafficBrand Awareness

Increased Foot TrafficProduct Launch/Release

Source: Millennial Media, Q1 2013.Data is based on the Top 750 campaigns onMillennial Medias Platform in Q1 2013.

Restaurant Advertisers Campaign GoalsCHART F

2%

81%

9% 8%

Q1 2013

As mentioned on Page 2, we have traditionally reported Retail & Restaurants as a combined vertical. Retail &

Restaurants was the largest vertical on our platform in 2012, growing 106% year-over-year. To keep up with the

changing mobile landscape and campaigns on our platform, we will now separate Retail & Restaurants in our

research reports. While these verticals often utilize mobile ads to drive consumers into locations, the characteristics of

these verticals make them unique. This quarter, we are highlighting the Restaurants vertical.

Restaurant Advertisers Post-Click Campaign Action MixCHART E

ENROLL / JOIN /SUBSCRIBE

STORE LOCATOR /VIEW MAP

WATCH VIDEOAPPLICATIONDOWNLOAD

MCOMMERCEINTERACTIVE

0%

20%

40%

60%

80%

100%

45%

13% 12% 12% 15%17%

2% 4%

28%

1%

SOCIAL MEDIA

15%15%

83%

11%

Source: Millennial Media, Q1 2013.Data is based on the Top 750 Campaigns on Millennial Medias Platform in Q1 2013.

Restaurant AdvertisersAll Advertisers

PLACE CALL

6%


5/9

NEW REPORTS AVAILABLE NOW

May 2013 Mobile MixThe May Mobile Mix report takes a closerlook into mobile device, OS, application, andtablet trends on the Millennial Mediaplatform. Additionally, this report features aspotlight on the Android operating system.


Q1 2013


Travelers Research On-the-GoThe Top 10 Audiences Engaging with Restaurant Ads onour platform in Q1 are shown in Chart G. The DIYersaudience was the most likely to engage with Restaurantads, followed by Travelers, and Music Fans. Travelers, bothfor business travel and personal vacation, use mobile todiscover local restaurants when they are in a new city.

Bargain Hunters Looking for a Meal DealBargain Hunters also regularly engaged with RestaurantAds on our platform (Chart G). Bargain Hunters aremobile users looking for a retail promotion, mobilecoupon, or incentive to induce purchase. According toresearch from eMarketer, the number of mobile couponusers in the U.S. grew over 16% last year.

Foodies Hunger for ContentAnother top audience engaging with Restaurant Ads isthe Foodies audience (Chart G). Foodies are interested inboth discovering and contributing food-related contentwith their mobile device, such as searching for a new

type of cuisine to try, or posting a photo or review of ameal online.

Top Audiences Engaging with Restaurant AdsCHART G


DIYers

TravelersAvidShoppers

Music Fans

Casual Gamers

Bargain HuntersTradesmen

Foodies

EntertainmentFans

Business & FinanceEnthusiasts

Mobile Intel Series: Consumer Goods

Mobile Intel Series: Consumer Goods providesinsight into this mobile audience, how theyare using mobile to access content, and bestpractices for how consumer goods brandscan succeed in mobile advertising.

To download the free guide visit:www.millennialmedia.com/mobile-intelligence/mobile-intel-series

To download the free report visit:www.millennialmedia.com/mobile-intelligence/mobile-mix


6/9


Q1 2013


GOAL:Reach relevant consumers in the UK and offer a seamless experience of

downloading and redeeming a Harvester voucher.

STRATEGY:The UK restaurant chain Harvester created a campaign that offered consumers

5 off their bill when spending 30 or more. With the help of technology

partner Eagle Eye, the campaign was the first ever in the UK to take advantage

of the new Passbook functionality in iOS6.

When consumers clicked on the offer, they were given a unique voucher thatwas delivered straight to the Passbook app on their device. The voucher could

be redeemed when paying the bill, and was processed directly from the POS

terminal, giving the restaurant additional insight into campaign effectiveness.

CAMPAIGN SPOTLIGHT: HARVESTER

To download the full Campaign Summary visit:www.millennialmedia.com/advertise/campaign-successes

According to research from eMarketer, mobile payments in the U.S. alone are expected to grow to over $62 billion by

2016. Mobile payments offer unique opportunities for retailers to connect with and capture information from consumers

throughout the purchase funnel, from leveraging geo-targeting around a Restaurant location, offering mobile coupons

that can be saved to a mobile wallet, and to capturing point-of-sale data. In the UK, restaurant chain Harvester had great

success integrating iOSs Passbook with a mobile coupon campaign in order to drive foot traffic into their restaurants.

Best MobileCouponing Campaign

The campaign exceeded our expectations. ClearlyApple Passbook users love a great deal as much asthey love their technology! Eagle Eyes platformgave us the real-time data and secure redemptionwe needed to control the offer with confidence,

while Millennial Medias platform hit the right users.

~ Helen Worrall, Senior Advertising & Communications Manager Mitchells & Butlers


7/9


Q1 2013

Device Trends


Top 5 Tablets on the Millennial Media PlatformBy ImpressionsCHART J

Apple iPad*

1

Samsung Galaxy Tab*

2

Amazon Kindle Fire*

3

Asus Transformer Pad

5

Google Nexus Tablet

4

* Ranked in the top 20 among all mobile devices

The Google Nexus 7 Tablet

GREW 126%from the previous quarterto enter our Top 5 Tablets.

Device MixRanked by ImpressionsCHART H

70%

25%

5%


SmartphonesNon-Phone Connected Devices

Feature Phones

OS MixRanked by ImpressionsCHART I

52%

1% 1%

7%

39%


AndroidiOSBlackBerry OS

WindowsSymbian

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

Apple

Samsung

BlackBerry

HTC

LG

Motorola

Amazon

SonyEricsson

Nokia

HUAWEI

ZTE

Asus

Kyocera

Sony

Pantech

36.87%

26.96%

6.47%

4.82%

4.52%

4.36%

2.19%

1.64%

1.39%

1.39%

1.07%

0.85%

0.60%

0.53%

0.51%

RANK MANUFACTURERS Q1 2013


Top 15 Manufacturers (all devices)Ranked by ImpressionsCHART K


8/9

Audience Targeting A strategy used by advertisers to deliver relevant messaging to specific target audiences. Built upon massivevolumes of diverse user, location, app, and 3rd party data, Millennial Medias audience targeting uses a variety of targeting techniques toreach audiences, including behavioral, local, contextual, demographic, retargeting, tactical, and content-based solutions.

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 users aspossible, 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.) toindividuals 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, thusmonetizing their apps. Developer partners on Millennial Medias 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 moreadvanced capabilities beyond just voice and mobile web access.

Vertical The classification of advertisers by industry.


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

Q1 2013


9/9

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 helpapp 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 theMobile 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] .

Q1 2013

millennialmedia smart q1 2013

Documents