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

AUGUST 2011 CONTENTS

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

Spotlight on the CPG Ad Vertical

August 2011

CPG Campaign Goal Mix

August 2011 CHART A

CPG Vertical Mix

August 2011 CHART B

11% 22% 67%

SUSTAINED IN MARKET PRESENCE BRAND AWARENESS LEAD GEN/REGISTRATIONS

6% 11% 15% 26%

42%

ALCOHOLIC BEVERAGES COSMETICS & HYGIENE BEVERAGE FOOD HOUSEHOLD PRODUCTS

Source: Millennial Media, 8/11. Data is based on the Top 250 Campaigns on Millennial Medias Network in August 2011.

Source: Millennial Source: Millennial Media, 8/11.

Post-Click Campaign Action Mix for Millennial Media Advertisers

CPG Advertisers vs. All Advertisers August 2011 CHART C
80% 70% 60% 50% 40% 30% 20% 10% 0%

78%

ALL ADVERTISERS CPG ADVERTISERS

31% 11% 25% 22%

56% 19% 15% 11% 32%

APPLICATION DOWNLOAD

ENROLL / JOIN / SUBSCRIBE

MOCIAL MOBILE SOCIAL MEDIA

SITE SEARCH

WATCH VIDEO

Source: Millennial Media, 8/11. Data is based on the Top 250 Campaigns on Millennial Medias Network in August 2011.

CPG Insights
In August, Sustained In-market Presence was the number one campaign goal among CPG advertisers, representing 67% of the CPG Campaign Goal Mix (Chart A). CPG advertisers drove consumer engagement through application downloads, mobile games and social media campaigns. Alcoholic Beverage brands accounted for 42% of the CPG Vertical Mix (Chart B). During the summer months, we saw an increase in Alcoholic Beverage advertisers taking advantage of the unique ability of mobile to reinforce their brands by delivering fun and interactive marketing campaigns to their target customers. Mocial (Mobile Social Media) represented 78% of the Post-Click Campaign Action Mix for CPG Advertisers in August (Chart C). CPG advertisers utilized mobile campaigns to drive customers to social media outlets where they could engage with the brands and provide feedback on products. Watch Video accounted for 56% of the Post-Click Campaign Action Mix for CPG Advertisers (Chart C). In August, CPG brands promoted their products by integrating video into their marketing campaigns. CPG advertisers led other verticals in utilizing video to educate and engage customers.

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Total Network Mobile Advertising Engagement Data

August 2011

Advertiser Campaign Goals

August 2011 CHART A

Campaign Destination Mix

August 2011 CHART B

6% 8% 12% 20%

31%

23%

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

24% 48% 28%

TRAFFIC TO SITE APPLICATION DOWNLOAD CUSTOM LANDING PAGE

Source: Millennial Media, 8/11. Data is based on the Top 250 Campaigns on Millennial Medias Network in August 2011.

Source: Millennial Media, 8/11. 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 August 2011.

Post-Click Campaign Action Mix

August 2011 CHART C

35% 30% 25% 20% 15% 10% 5% 0%

31%

25% 13%
ENROLL / JOIN / SUBSCRIBE M COMMERCE

19%
MOCIAL MOBILE SOCIAL MEDIA

18%
PLACE CALL

20%
RETAIL PROMOTION

25% 15%
SITE SEARCH STORE LOCATOR

32% 21%
VIEW MAP WATCH VIDEO

APPLICATION DOWNLOAD

Source: Millennial Media, 8/11. Data is based on the Top 250 Campaigns on Millennial Medias Network in August 2011.

August Insights
Product Launch/Release grew 75%, representing 23% of the Advertiser Campaign Goals (Chart A). In August, advertisers in the Entertainment vertical utilized mobile to increase awareness of new movie launches and DVD releases. Telecom advertisers also leveraged mobile campaigns in August to increase brand awareness of new mobile phones and tablets during the Back to School shopping season. Custom Landing Page as a Campaign Destination represented 28% of the Campaign Destination Mix, a 24% increase month-over-month (Chart B). This growth demonstrates advertisers were promoting seasonal sales, promotions and product launches in August. Retail Promotion grew 12% month-over-month and represented 20% of the Post-Click Campaign Action Mix in August (Chart C). Retail advertisers heavily used Retail Promotion as a Post-Click Campaign Action to incentivize shoppers to go to stores to complete their purchases. Store Locator experienced a 14% growth month-over-month, with 25% of the Post-Click Campaign Action Mix in August (Chart C). Entertainment and Telecom advertisers increased their usage of Store Locator as a Post-Click Campaign Action to drive customers to movie theaters to see new movie releases and stores to buy new mobile devices.

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Mobile Campaign Targeting Methods

August 2011

Campaign Targeting Mix

August 2011 CHART A

Targeted Audience Mix

August 2011 CHART B

8% 25% 67%

BROAD REACH

57%

TARGETED AUDIENCE REACH

43%

LOCAL MARKET AUDIENCE DEMOGRAPHIC AUDIENCE BEHAVIORAL AUDIENCE

Source: Millennial Media, 8/11.

Source: Millennial Media, 8/11. Local Market is dened as a campaign targeting method which includes geographic location, DMA, state, international country, etc.

August Insights
Targeted-Audience campaigns (Local Market Audience, Demographic Audience, and Behavioral Audience) represented 43% of the Campaign Targeting Mix in August (Chart A). Campaigns leveraging Broad Reach targeting methods (Run of Network, Custom Subnet and Channel) accounted for 57% of the Campaign Targeting Mix (Chart A). Brands across multiple verticals, including Entertainment and Retail & Restaurants leveraged Broad Reach Targeting methods to increase awareness of their new movie releases and summer sales. Finance advertisers ran mobile campaigns to generate leads for their new credit and loan products. Local Market Audience as a targeting method represented 67% of the Targeted Audience Mix in August (Chart B). This summer, Travel and Retail & Restaurant advertisers targeted customers with a variety of regional promotions to increase travel and foot trac to local shopping areas near popular summer destinations. Demographic Audience targeting was 25% of the Targeted Audience Mix in August (Chart B). Brands in the Finance and Education verticals used Demographic Audience targeting to reach students and increase their awareness of student credit cards and educational programs.

DID YOU KNOW?

In August, Android and Windows impressions each grew 48% month-over-month. To learn more about the latest mobile device trends, download Millennial Medias August 2011 Mobile Mix Report.

Click Here to Download Now!

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

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Summary & Reporting Methodology

August 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 Mobile Intel Series. For questions about the data in this report, or for recommendations for future reports, please contact us at research@millennialmedia.com.

2011 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.

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