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

JULY 2011 CONTENTS

2 Spotlight on the Travel Ad Vertical 3 Total Network Mobile Advertising Engagement Data 4 Mobile Campaign Targeting Methods 5 Summary & Reporting Methodology

Spotlight on the Travel Ad Vertical

July 2011

Travel Campaign Goals

July 2011 CHART A

Travel Vertical Mix

July 2011 CHART B

4% 1%
BOOKING SITES HOTELS & RESORTS AMUSEMENT PARKS TOURISM TRANSIT CRUISES

7% 7% 7% 79%

7%
SUSTAINED IN MARKET PRESENCE SITE TRAFFIC BRAND AWARENESS LEAD GEN/REGISTRATIONS

20% 21%

47%

Source: Millennial Media, 7/11. Data is based on the Top 250 Campaigns on Millennial Medias Network in July 2011.

Source: Millennial Source: Millennial Media, 7/11.

Post-Click Campaign Action Mix for Millennial Media Advertisers

Travel Advertisers vs. All Advertisers July 2011 CHART C

86%

100% 80% 60% 40% 20% 0%

31% 31% 14%

ALL ADVERTISERS TRAVEL ADVERTISERS

15%

7%

21%

7% 15% 7%

21%

7%

19%

7%

APPLICATION DOWNLOAD

ENROLL / JOIN / SUBSCRIBE

M COMMERCE

PLACE CALL

SITE SEARCH

STORE LOCATOR

VIEW MAP

Source: Millennial Media, 7/11. Data is based on the Top 250 Campaigns on Millennial Medias Network in July 2011.

Travel Insights
In July, Sustained In-Market Presence was the number one campaign goal for travel advertisers, representing 79% of the Travel Campaign Goals (Chart A). Travel advertisers with a goal of Sustained In-Market Presence drove application downloads to increase consumer engagement and reuse of their mobile applications. As Hotel & Resort brands have seen success in mobile advertising, they have continued to invest in the space. In July, Hotel & Resort advertisers made up over 60% of the Travel Vertical Mix , with 40% coming from Booking Sites and 21% making direct advertising buys (Chart B). These savvy travel advertisers utilized mobile to deliver localized messages to a broad base of potential customers. Application Download accounted for 86% of the Travel Post-Click Campaign Action Mix (Chart C). In July, Travel brands promoted their applications as a research and booking tool for summer travelers. Travel advertisers are leading other verticals in creating utility applications and enabling their customers to transact on-the-go. Enroll/Join/Subscribe represented 14% of the Travel Post-Click Campaign Action Mix in July (Chart C). Travel advertisers utilized mobile campaigns to increase awareness of their rewards programs and incentivize customers to enroll.

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Total Network Mobile Advertising Engagement Data

July 2011

Advertiser Campaign Goals

July 2011 CHART A

Campaign Destination Mix

July 2011 CHART B

5% 30%
SUSTAINED IN MARKET PRESENCE LEAD GEN/REGISTRATIONS BRAND AWARENESS INCREASED FOOT TRAFFIC PRODUCT LAUNCH/RELEASE SITE TRAFFIC

13% 14% 16%

19% 54% 27%

TRAFFIC TO SITE APPLICATION DOWNLOAD CUSTOM LANDING PAGE

22%

Source: Millennial Media, 7/11. Data is based on the Top 250 Campaigns on Millennial Medias Network in July 2011.

Source: Millennial Media, 7/11. Campaign destinations represent the immediate click-through from creative to site, landing page, or rich media. Data is based on the Top 250 Campaigns on Millennial Medias Network in July 2011.

Post-Click Campaign Action Mix

July 2011 CHART C
35% 30% 25% 20% 15% 10% 5% 0% APPLICATION DOWNLOAD ENROLL/JOIN / SUBSCRIBE M COMMERCE MOCIAL MOBILE SOCIAL MEDIA PLACE CALL RETAIL PROMOTION SITE SEARCH STORE LOCATOR VIEW MAP WATCH VIDEO

31%

31% 15% 24% 21% 18% 15% 21% 19%

31%

Source: Millennial Media, 7/11. Data is based on the Top 250 Campaigns on Millennial Medias Network in July 2011.

July Insights
Increased Foot Trac grew 55% as a Campaign Goal in July (Chart A). Advertisers in the Entertainment vertical leveraged mobile to drive moviegoers to the theater while advertisers in the Retail and Telecom verticals drove customers to retail outlets for Back to School sales. Application Download as a Campaign Destination represented 27% of the Campaign Destination Mix, a 12% increase month-over-month (Chart B). This growth demonstrates advertisers are utilizing mobile to drive increased consumer engagement through application usage. Watch Video grew 69% month-over-month and represented 31% of the Post-Click Campaign Action Mix in July (Chart C). The Entertainment vertical heavily used Watch Video as a Post-Click Campaign Action to promote new movie releases and the season premieres of summer television shows. Mocial (Mobile Social Media) experienced growth of 34% month-over-month, with 24% of the Post-Click Campaign Action Mix in July (Chart C). Entertainment, Telecom, and CPG advertisers increased their usage of Mocial as a Post-Click Campaign Action to acquire social media followers and gather feedback on movie releases and new product launches in July.

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Mobile Campaign Targeting Methods

July 2011

Campaign Targeting Mix

July 2011 CHART A

Targeted Audience Mix

July 2011 CHART B

8% 25% 67%

BROAD REACH

56%

TARGETED AUDIENCE REACH

44%

LOCAL MARKET AUDIENCE DEMOGRAPHIC AUDIENCE BEHAVIORAL AUDIENCE

Source: Millennial Media, 7/11.

Source: Millennial Media, 7/11. Local Market is dened as a campaign targeting method which includes geographic location, DMA, state, international country, etc.

July Insights
Targeted-Audience campaigns (Local Market Audience, Demographic Audience, and Behavioral Audience) represented 44% of the Campaign Targeting Mix in July (Chart A). Campaigns leveraging Broad Reach targeting methods (Run of Network, Custom Subnet and Channel) accounted for 56% of the Campaign Targeting Mix (Chart A). Brands across multiple verticals, including Entertainment, Telecom, and Travel, leveraged Broad Reach Targeting methods during July to increase awareness of their new product releases and summer travel deals. As traditional local advertising spend shifts to mobile, Local Market Audience targeting grew 22% and represented 67% of the Targeted Audience Mix in July (Chart B). Finance and Retail & Restaurant advertisers targeted customers with a variety of regional promotions to increase foot trac into their brick-and-mortar locations. Demographic Audience targeting represented 25% of the Targeted Audience Mix in July (Chart B). Advertisers in the Travel vertical used demographic targeting to reach Moms and increase awareness of summer specials on hotels and amusement parks. Automotive advertisers targeted adult Males with new model year release campaigns to drive them to the nearest dealership for a test drive.

DID YOU KNOW?

Smartphones accounted for 53% of Wi-Fi impressions on our network in July 2011. To learn more about the latest mobile devices and trends, download Millennial Medias July Mobile Mix Report.

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http://www.millennialmedia.com/research/mobilemix/

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Summary & Reporting Methodology

July 2011

About Millennial Media Millennial Media is the leading independent mobile advertising and data platform. As an independent company, Millennial Media commands an impressive share of the mobile display advertising market. The companys technology, tools and services also power some of the largest companies in the media business today. Millennial Media is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all application and media developers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. Millennial Media was named one of the top 75 fastest growing private companies in America by the Inc 500. Join our Facebook community, follow us on Twitter at @millennialmedia or subscribe to our YouTube page for exclusive videos. Mobile developers can visit http://developer.millennialmedia.com/ to learn more about monetizing their apps. 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 mobile advertising based on actual campaign and network data from Millennial Media, Inc. Millennial Media partners with major carriers, media networks and top-tier publishers to deliver the largest data set of any third-party U.S. mobile advertising network. As such, we are uniquely capable of reporting and analyzing the richest sets of carrier, device and campaign data collected over billions of monthly ad requests. Elevating and driving the whole mobile ecosystem forward is central to our company mission. Visit www.millennialmedia.com/research 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 newly released Mobile Intel Series. For questions about the data in this report, or for recommendations for future reports, please contact us at research@millennialmedia.com.

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