Mobile intel-retail-vol1

Mobile Intel Series:

Volume 1

a Millennial Media / comScore Retail Study

Mobile Insights for Retail Brands

Mobile Intel Series: Retail a Millennial Media/comScore Retail Study

The Opportunity

The Mobile Retail Audience

Mobile Retail Consumption

Consumer Behavior: Mobile’s Role in Retail

Bottom of the Funnel: Closing the Deal

A Global Trend

Retailers Leveraging Mobile Advertising

Types of Retailers Investing in Mobile

Mobile Retail Campaign Goals

Targeting Strategies: Reaching Consumers

Engaging Mobile Retail Consumers

Conclusions

Action Items for Retail Brands

Summary & Reporting Methodology

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Spurred by increased consumer mobile usage, mobile advertising is growing rapidly and is poised for even greater expansion. From 2009 to 2010, the U.S. mobile advertising market – including search and display advertising – more than doubled, going from $368 million to $877 million (IDC, Dec 2010). IDC further predicts the U.S. mobile advertising market may double again in 2011 – approaching $2 billion. Similar growth is projected globally. According to Juniper Research, worldwide mobile ad spending is forecasted to grow from $3.1 billion in 2010 to $11 billion in 2015 (Juniper Research, Dec 2010) – a 2.5X increase.

This guide is designed to help retail marketers navigate the immediate, very real opportunities in mobile advertising. Specifically covering:

• Who mobile retail consumers are & what mobile shoppingbehaviors they exhibit

• How retail brands are utilizing mobile

• How brands can navigate mobile to reach and engage consumerswhen it matters most

The insights here are based upon a study Millennial Media commissioned with mobile measurement firm, comScore, and Millennial Media’s network observations across thousands of mobile ad campaigns.

www.millennialmedia.com/research 2

The Opportunity

comScore Mobile Retail Study The study Millennial Media commissioned with comScore surveyed consumers with several key objectives in mind:• Explore the mobile retail industry and understand its growth• Delve into the demographics and behavior of mobile retail consumers• Understand exactly how mobile is being utilized throughout the purchase funnel

Methodology:

Mobilens Survey Q2 ’10, n=39,000

Plan Metrix Mobile Survey, Q2 ’10, n=15,000

comScore Custom Wireless Survey, June 2010, n=6,576

mCommerce data includes all worldwide buying on U.S. sites

Millennial Media Network DataThe first 2011 Quarterly S.M.A.R.T.™ report data featured is based on actual campaign and network data from Millennial Media. This data was accumulated across 67 billion mobile impressions in 250 countries & territories in Q1 2011.

With increased Smartphone penetration, the number of individuals with web- and app-enabled devices is growing. According to comScore, Smartphone ownership was up 67% year-over-year (to 22% penetration) in June 2010 (see Chart A). As the addressable audience for mobile advertising has grown, so too has the opportunity to reach that audience with a relevant message.

So who are the consumers accessing retail content on their mobile devices? The comScore study reveals that the vast majority of mobile retail users are tech-savvy digital natives between the ages of 18 and 35 for whom the mobile phone has become an indispensible part of their daily routine (see Chart B).

These consumers also tend to be more affluent. comScore breaks down mobile retail users by income, showing that the percentage of mobile retail users is higher than the total audience in several income brackets (see Chart C).

Mobile retail users lead in the $100,000+ annual income bracket, providing retail advertisers – particularly those selling luxury goods – a significant audience that is likely to appreciate and respond to a call to action.

The Mobile Retail Audience

0%

5%

10%

15%

20%

25%

30%

35%

Source: comScore/Millennial Media Mobile Retail Study, 2010.

Mobile Retail UsersBy IncomeCHART C

16%11%

23%

16%20% 21%

15%18%

27%

34%

<$25K $25K to <$50K $50K to <$75K $50K to <$75K $100K+

Mobile retail users tend to be more affluent than the total mobile audience.

TOTAL MOBILE AUDIENCEMOBILE RETAIL USERS


Mobile Retail UsersBy AgeCHART B

13-17 18-24 25-34 35-44 45-54 55-64 65+

Mobile retail consumers skew younger than the total mobile audience.

TOTAL MOBILE AUDIENCEMOBILE RETAIL USERS

5% 4% 2%

13% 13%

22% 21%18% 18% 18%

36%

11% 12%8%

0%

5%

10%

15%

20%

25%


Smartphone OwnershipBy PlatformCHART A

+67% Y/Y+61% Y/Y+96% Y/Y-2% Y/Y-9% Y/Y+788% Y/Y

APPLESMARTPHONERIM MICROSOFT

GOOGLEPALM


0%5%

10%15%20%25%30%35%40%

3

3,000,000

9,000,000

15,000,000


Mobile Retail VisitationJune 2009-June 2010CHART A

AT LEAST ONCE EACH WEEKALMOST EVERY DAYUP TO 3 TIMES THROUGHOUT THE MONTH

AT LEAST ONCE EACH MONTH

In addition to understanding the makeup of the mobile retail audience, it is also important to understand the overall scale of the opportunity, as well as consumption patterns. How many consumers are accessing retail content on their mobile devices and how frequently? The comScore study reveals that the numbers are significant.

In fact, the total number of consumers who accessed some type of retail content on their mobile device in a given month jumped 74% year-over-over to 13 million (as of June 2010). Of the 13 million, over 6.5 million accessed retail content on their mobile device up to three times per month, 4.2 million at least once a week, and 2.2 million consumers accessed some form of retail content on their mobile device almost every day (see Chart A).

Mobile Retail Consumption

The vast majority of consumers are interacting with mobile retail websites and offers using their mobile phone, and most (over 8.2 million per month) are using mobile browsers (see Chart B). Device diversification and apps engagement will likely grow, but it remains important for retailers to reach consumers across both the mobile web and in-app, across a variety of devices.

+55% Y/Y+63% Y/Y+92% Y/Y

+74% Y/Y

0

3,000,000

6,000,000

9,000,000

1,200,000

15,000,000

13.1MM

8.2MM

4.2MM 3.2MM

TOTALBROWSERSMSAPP


Mobile Retail AudienceBy Access MethodCHART B

The number of consumers accessing retail content via mobile has increased 74% Y/Y to over 13MM people. Most are accessing via mobile browser.

4www.millennialmedia.com/research

Whether consumers are exploring an offer from a department store, gathering information on new products from a luxury brand they love, or researching what members of their social community have to say about a specific product or store, consumers are reaching to their mobile devices for assistance and advice.

The comScore study shows that mobile users rely on their mobile devices to guide them through every step of the purchase process. Specifically, over half (52%) of respondents reach to their mobile phones to determine if they need a product. 42% of consumers research products on their phone to decide which one(s) best satisfy their needs. 38% use mobile when making a purchase, 29% when comparison shopping for a specific product, and 12% for evaluating a product post-purchase (see Chart A).

Consumer Behavior: Mobile’s Role in Retail

This means that the opportunities for mobile advertisers are incredibly wide-reaching. Since mobile plays a part in the consumer’s entire decision-making process, brands can spend their media dollars on mobile to affect consumers at all stages of the purchase funnel, including:

• Brand Awareness• Brand Favorability• Purchase Intent• Brand Preference• Brand Loyalty

How Mobile is Used Throughout the Purchase ProcessCHART A

Mobile enables retailers to have close proximity to the customer at all stages of the purchase funnel.

0 10 20 30 40 50 60

To help determine if a product is needed

To perform research to help decide which products fulfill a need

When making a purchase

To comparison shop for a specific product

To evaluate a product after purchase

52%42%

38%29%

12%



Q: At which points in the purchase process do you use your mobile phone?

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Mobile users are not only using their devices to research their purchases; they are also using their mobile phones to complete the transaction – either by driving foot traffic into brick and mortar locations or via mCommerce. Specifically, 21 percent of comScore’s survey respondents said they had made a retail purchase using their mobile phone via a mobile browser or a mobile application in the past 30 days (see Chart A). This does not include the purchase of applications from app stores.

Bottom of the Funnel: Closing the Deal

A closer examination of consumers’ purchases showed they bought a wide range of items using their mobile devices. The majority of items purchased were retail or travel related with consumer electronics and clothing/accessories topping the list, followed by food, entertainment tickets, and airplane tickets (see Chart B).

How mCommerce Purchases are Made CHART A

3%3%

MOBILE BROWSERMOBILE BROWSER OR APPAPP


21% of mobile consumers made a retail purchase using their mobile phone through a mobile browser or application.

15%


0%5%

10%15%20%25%30%35%

ELECTRONICS CLOTHING /ACCESSORIES

FOOD ENTERTAINMENTTICKETS

AIRPLANETICKETS

BOOKSNONDIGITAL

HOTELSTAYS

FLOWERS TOOLS /AUTO /

INDUSTRIAL

SPORTS /FITNESS

CARRENTALS


mCommerce Items PurchasedCHART B

31% 29% 26%21% 21% 21% 19% 19% 17% 15% 14%

On the whole, the comScore study finds that there are strikingly similar patterns between U.S. and EU mobile retail users, with over 10% accessing retail content almost every day. Japanese mobile subscribers were slightly more likely to engage with mobile retail content, however they were less likely to do so on a Smartphone, and less likely to access that content as frequently (see Chart A).

A Global Trend


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0%

20%

40%

60%

80%

100%

51%

U.S. EU 5 JAPAN

32%

17%

56%

31%

13%

77%

20%2%


Global Mobile Retail EngagementCHART A

1 3X PER MONTHAT LEAST 1X PER WEEKALMOST EVERY DAY

62% accessing via Smartphone63% accessing via Browser

+74% Y/Y


+75% Y/Y


EU retail users are as active as U.S. retail users. Japanese users are slightly more active and more likely to access retail content via browser.

How committed are marketers to the mobile retail opportunity? By all accounts, they are embracing it as a critical engagement point with their base. The space is not only large; ad spending is hitting new heights. According to the comScore study, mobile retail display advertising increased 112 percent year-over-year, with 3045 retailers advertising on mobile in 2009 and 6445 in 2010 (see Chart A).

comScore’s findings are reinforced by data released in Millennial Media’s Q1 2011 Quarterly S.M.A.R.T.™ (Scorecard for Mobile Advertising Reach and Targeting) report. Based upon hundreds of campaigns and the 67 billion global ad impressions served in Q1, Millennial Media also saw strong – and growing – spending in the Retail category.

Globally, Retail & Restaurants spending on Millennial’s network grew 1342% from Q1 2010 to Q1 2011 (see Chart B). This growth is significant in scale and is coming from an already robust level of mobile spending, as the Retail & Restaurants vertical has consistently been among the Top 10 global verticals on Millennial Media’s network for the past year.


RETAIL & RESTAURANTS

AUTOMOTIVE

FINANCE

TELECOMMUNICATIONS

HEALTH: FITNESS & WELLNESS

EDUCATION

VERTICALS

1342%

723%

379%

242%

183%

130%

Source: Millennial Media, Q1 2011.

Global Vertical ExplosionYear-Over-Year Revenue Growth – Q1 2011/Q1 2010CHART B

Number of Retail Entities Advertising on MobileCHART A

0

1000

2000

3000

4000

5000

6000

7000

6445

3045


JUNE 2009 JUNE 2010




RETAIL & RESTAURANTSTELECOMMUNICATIONSPORTALS & DIRECTORIESFINANCEAUTOMOTIVEENTERTAINMENTDATINGEDUCATIONTRAVELCPG

123456789

10

Q1 VERTICALS

Top 10 U.S. Advertising VerticalsQ1 2011 – Ranked by SpendCHART A


RETAIL & RESTAURANTSPORTALS & DIRECTORIESTELECOMMUNICATIONSENTERTAINMENTDATINGTRAVELFINANCEAUTOMOTIVENEWSARMED FORCES

123456789

10

Q1 VERTICALS

Top 10 International Advertising VerticalsQ1 2011 – Ranked by SpendCHART B


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GOAL: Integrate mobile into the marketing mix to drive sales through in-store and online coupon redemptions.

STRATEGY: From a standard mobile display ad, send consumers to a custom landing page where they could enter their email address to receive a special holiday offer. Consumers were then sent a customized HTML email that included a coupon they could redeem at a Zales store location or online.

To download the full campaign summary, visit www.millennialmedia.com/campaign-summaries

Campaign Spotlight: Zales

In fact, ‘Retail & Restaurants’ was the number one ad vertical on Millennial Media’s network in Q1 2011 – both in the U.S. and internationally (see Charts A & B).

In good company with a number of other mobile-savvy verticals (Auto, Entertainment, Finance), retailers spent aggressively to drive a variety of campaign goals.

Data from Millennial’s network also revealed that retail brands are investing more in mobile to take advantage of the window of opportunity that opens around holidays and events such as Valentine’s Day, college graduations, Mother’s/Father’s Day, Back-to-School preparation, and the Christmas season shopping.

For instance, Retail advertisers saw a 22% consumer interaction lift around Valentine’s Day weekend in 2011. One advertiser who took advantage of this lift was jewelry retailer Zales, who leveraged Millennial’s network to drive sales through in-store and online coupon redemptions.

The types of retailers who have invested in mobile on Millennial Media’s network are broad. From clothing, sporting goods and luxury fashion retailers, to home & garden, jewelry, and consumer electronics brands, mobile has become a standard part of retail brands’ marketing plans across a wide array of retail segments.

In April 2011, brands in eight different subcategories advertised on Millennial Media’s network (Chart A). Millennial saw similar diversity throughout the entire year, with the leaders changing slightly by season, as certain types of retailers increased their spending around key events and holidays.

The comScore study also shows that a variety of retailers embraced mobile advertising to influence consumers throughout the purchase funnel (awareness, engagement, consideration, conversion and loyalty).

In fact, comScore’s review of the big spenders in mobile highlights the advance of department store chains, specialty shops and fast food restaurants (QSR), many of whom were absent from the list the previous year (Chart B).

Types of Retailers Investing in Mobile

Retail Vertical MixApril 2011CHART A

Source: Millennial Media, 4/11.

Source: comScore, 2010.

H&M HENNES & MAURITZ ABSIEMENS AGADIDAS LTD. AGA1 ROOFING'S KANGA ROOFPREMIERE VISION S.A.W.A FROST AND COMPANYBIRCH'S RESTAURANTNIKE, INC.SWAROVSKI AGWEBERSUNTIMES NEWS GROUPINTER IKEA SYSTEMS B.V.BURGER KING HOLDINGS INC.SONY CORPORATIONWALMART STORES, INC.BLOCKBUSTER INC.SEARS HOLDINGS CORPORATIONACE HARDWARE CORPORATIONTHE SHERWINWILLIAMS COMPANY

NIKE, INC.STARBUCKS CORPORATIONVF OUTDOOR INC.DILLARD'S, INC.ADIDAS LTD. AGMACY'S DEPARTMENT STORES, INC.ACE HARDWARE CORPORATIONBURGER KING HOLDINGS INC.LINDERS GARDEN CENTERLUMBER LIQUIDATORS, INC.JACK IN THE BOX INC.JEFFREY R. ANDERSON REAL ESTATE, INC.J. C. PENNEY COMPANY, INC.DUNKIN' BRANDSAVON PRODUCTS, INC.DENNY'S CORPORATIONINTER IKEA SYSTEMS B.V.MARY KAYH&M HENNES & MAURITZ AB

Top Mobile Retail Advertisers as Tracked by comScoreCHART B

JUNE 2009 JUNE 2010


DEPARTMENT STORESCOMPUTERS & ELECTRONICSHOME & GARDENMEMBERSHIP OFFERSONLINE DEPARTMENT STORESCLOTHINGSPORTING GOODS STORESLUXURY FASHION

17%

22%

17%13%

11%

8%

6%6%

Advertisers’ Campaign GoalsQ1 2011CHART B

27%

29%

24%

9%

9%

2%

SUSTAINED INMARKET PRESENCELEAD GEN/REGISTRATIONSPRODUCT LAUNCH/RELEASEBRAND AWARENESSINCREASED FOOT TRAFFICSITE TRAFFIC

Source: Millennial Media, Q1 2011. Data is based on the Top 750 Campaigns on Millennial Media’s Network in Q1 2011.

What are mobile retail advertisers trying to achieve with their mobile campaigns?

Based upon Millennial Media’s Q1 2011 network data, retail advertisers heavily invested in mobile to increase brand awareness for their products, drive foot traffic to brick and mortar locations, and keep a sustained in-market presence(see Chart A).

When looking at the campaign goals of all advertisers on Millennial’s network in Q1 2011 (see Chart B), brand awareness and increased foot traffic were significantly more important to retail advertisers than advertisers in other verticals.

Retailers also used mobile to launch/release new products and generate leads/registrations for later remarketing efforts. Though not a primary focus for retailers in Q1 2011, retailers ran lead gen campaigns more frequently during certain times of the year in 2010 – particularly in the periods leading up to major shopping seasons.

The Container Store, for instance, drove email acquisition through a dorm room makeover sweepstakes so they could remarket to college students during the Back-to-School timeframe.



Retail Advertisers’ Campaign GoalsQ1 2011CHART A

29%

42%22%

5% 2%

Source: Millennial Media, Q1 2011. Data is based on the Top 750 Campaigns on Millennial Media’s Network in Q1 2011.

SUSTAINED INMARKET PRESENCELEAD GEN/REGISTRATIONSPRODUCT LAUNCH/RELEASEBRAND AWARENESSINCREASED FOOT TRAFFIC

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Savvy advertisers also recognize that consumers are accessing content across a variety of devices and operating systems and that effective mobile advertising connects brands with people, not devices. In fact, 78% of campaigns on Millennial Media’s network in Q1 2011 were cross-platform (serving ads across multiple device types and operating systems). Advertisers running cross-platform campaigns were able to reach consumers at scale – regardless of whether their target consumer preferred a Smartphone, Connected Device (i.e., Android Tablet, iPod Touch, etc.), mobile-web-enabled Feature Phone (see Chart A), or any one specific carrier. Though the Android platform has grown significantly in the past year, iOS, RIM, and other operating systems still made up a significant portion of impressions on Millennial’s network in Q1 2011 (see Chart B).


62%SMARTPHONES

23%FEATUREPHONES

15%CONNECTED

DEVICES

Source: Millennial Media, Q1 2011. Smartphone data does not include what could be considered Smartphones running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu. Millennial Media defines a Connected Device as a handheld device that can access the mobile web, but is not a mobile phone. Examples include Apple iPod Touch, Sony PSP, Nintendo DS, iPad, etc.

Smartphone, Feature Phone & Connected Device Impression ShareQ1 2011CHART A

Smartphone OS MixBy ImpressionsQ1 2011CHART B

54%

26%

17%

1%1%1%

ANDROIDiOSRIMSYMBIANWINDOWSOTHER

Source: Millennial Media, Q1 2011. Other includes webOS, Danger, Nokia OS, Palm OS.

Campaign Spotlight: The Container Store®

GOAL: Drive email acquisition among college students prior to back-to-school promotions.

STRATEGY: Work with Millennial Media to target 18-20-year-olds on their mobile devices with a “$1,000 Dorm Room Makeover” sweepstakes. A custom landing page experience allowed consumers to opt-in to receive emails about the sweepstakes and other special promotions.



Continued

An important point to consider when building a mobile targeting strategy is that consumers are accessing a variety of mobile sites and applications. “Mobile Retail Shoppers” are also individuals who access all kinds of content – not just mobile retail sites and apps.

The comScore study sheds light on the vast array of content mobile retail users access and enjoy. Mobile retail users are spending time on multiple content channels, including mobile weather (84%), news (77%), and entertainment content (72%) publishers, among others (see Chart A).

Targeting Strategies: Reaching Consumers

Millennial Media has seen a numberof success stories with clientswho reached their target audience outside of their “typical” content channel. One technology client sought to reach IT decision makers and found them well beyond tech blogs and gadget sites and apps. By broadening their targeting to include social media and news channels, the client saw significant increases in brand awareness among its desired audience. Similarly, outdoor clothing and gear retailer, Patagonia, advertised across an array of content channels on Millennial’s network to reach their target consumer – the eco-conscious consumer.

Campaign Spotlight: Patagonia

0 20 40 60 80 100

WEATHER

MAPS

NEWS

ENTERTAINMENT NEWS

MOVIE INFORMATION

SEARCH

SPORTS INFORMATION

RESTAURANT INFORMATION

FINANCIAL NEWS

AUCTION SITES


Mobile Retail Users are EverywhereBy CategoryCHART A


GOAL: Drive awareness and application downloads from iTunes to support the launch of Patagonia’s Music initiative “Buy a Song, Benefit the Environment” iPhone application, with proceeds benefiting conservation efforts.

STRATEGY: Utilize mobile to drive immediate app downloads and engage with consumers in a way that leaves zero carbon footprint. Partnering with Millennial Media enabled Patagonia to engage more than 6 million eco-conscious consumers.


22%

16%

16%

13%

14%

9%

10%

5%

11%

20%

MOBILE RETAIL USERSTOTAL MOBILE AUDIENCE

ACCESSED:84%

78%

77%

72%

69%

68%

67%

66%

65%

64%

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Engaging Mobile Retail Consumers

Post-Click Campaign Action Mix for Millennial Media AdvertisersAll Advertisers vs. Retail Advertisers – Q1 2011CHART A

APPLICATION DOWNLOAD

ENROLL / JOIN / SUBSCRIBE

MCOMMERCE

PLACE CALL

RETAIL PROMOTION

SITE SEARCH

MOCIAL SOCIAL MEDIA

STORE LOCATOR

VIEW MAP

WATCH VIDEO

Source: Millennial Media, Q1 2011.Data is based on the Top 750 Campaigns on Millennial Media’s Network in Q1 2011.


Retail advertisers are harnessing the action-oriented nature of mobile to spur consumer participation. In Q1 2011, retail advertisers on Millennial Media’s network focused on a variety of engaging campaign actions.

In addition to generating leads for future re-marketing (with ‘enroll/join/subscribe’ actions), retail brands used mobile to show compelling video ads, drive social media engagement, and encourage application downloads. Retail advertisers drove these actions at a much higher rate than all other advertisers on Millennial’s network. Retailers also drove foot traffic to brick and mortar locations by highlighting retail promotions in their ads and allowing consumers to locate a store or view a map to easily find the nearest store location (see Chart A).

0% 10% 20% 30% 40% 50% 60%

26%

ALL ADVERTISERSRETAIL ADVERTISERS ONLY

53%39%

12%

12%

39%

22%

13%

18%

22%

25%

31%

9%

38%

38%

47%

31%

36%

27%

42%

Mobile retail mobile users are affluent, tech-savvy consumers that rely on their mobile devices to guide them through every step of the purchase process.

The engaged mobile retail audience is also large. There are more than 13 million mobile users accessing retail content on their mobile device each month, with 2.2 million accessing this content almost every day. It has become imperative for retail brands to commit to a mobile strategy to connect with these consumers where they are currently researching, comparing, and purchasing products.

A significant number of retail brands – across all types of retail categories – have already entered the mobile space, with more joining every day. These brands are using mobile to drive a variety of company goals, including increased brand awareness and foot traffic. By leveraging advanced targeting strategies and engaging consumers with action-oriented campaigns, retail marketers are making the most of mobile to deliver against their goals in an effective and efficient way.

Conclusions

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Action Items for Retail Brands


New to MobileCreate a great mobile experience for your audience. Everyone’s audience is mobile, and your audience is looking for you on your mobile device, so it’s imperative to get your mobile website – and promotional pages – in order with your consumer in mind.

Determine mobile advertising’s role in your campaign strategy and clearly identify your goals. Are you trying to drive awareness, enhance loyalty and remarketing efforts by building email lists, or influence a specific action (e.g., drive application downloads, drive foot traffic to stores, drive coupon/offer redemption, sell a product via a mCommerce, drive consumers to a social media destination, etc.)?

Determine how broadly or specifically you want to target your audience and work with your mobile partner to reach that audience at scale.

Engage your audience with compelling creative that is built for mobile. Consider the mobile user’s experience as you develop your creative. If you plan to use existing creative from another medium (i.e., online), be sure to think through how the creative will be displayed and take advantage of opportunities for consumers to interact with your mobile ad unit.

Measure results during and post-campaign so you are set up to optimize future campaigns.

Mobile VeteransAnalyze what worked and what didn’t work in your last mobile campaign.Revisit your overall campaign goals.

Integrate your mobile campaign with other media.

Test and apply advanced targeting techniques: local market targeting,social media integration, etc.

Incorporate rich creative: mobile circulars, interactive video, etc.

Measure campaign performance with deeper analytics and continue to optimizefor future campaigns.

Would you like an in-person briefing of this data, specific to your brand or client?

Contact us today at [email protected].

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

About Millennial MediaMillennial Media is the leading independent mobile advertising and data company. As an independent company, Millennial Media commands an impressive share of the mobile display advertising market. The company’s 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. The company has received numerous industry awards including the 2010 OnMedia Top Private Company in Digital Media and the 2010 Stevie for the Most Innovative Company. For more information, please visit http://www.millennialmedia.com, join our Facebook community, or follow us on Twitter @millennialmedia.

About comScorecomScore is a global leader in measuring the digital world and the preferred source of digital marketing intelligence. Through a powerful combination of behavioral and survey insights, comScore enables clients to better understand, leverage and profit from the rapidly evolving worldwide web and mobile arena. comScore provides syndicated and custom solutions in online audience measurement, e-commerce, advertising, search, video and mobile and offers dedicated analysts with digital marketing and vertical-specific industry expertise. Advertising agencies, publishers, marketers and financial analysts turn to comScore for the industry-leading solutions needed to craft successful digital, marketing, sales, product development and trading strategies.

Report MethodologyThe insights here are based upon a study we commissioned with mobile measurement firm, comScore, and our own network observations across thousands of mobile ad campaigns.

comScore Methodology:Mobilens Survey Q2 ’10, n=39,000Plan Metrix Mobile Survey, Q2 ’10, n=15,000comScore Custom Wireless Survey, June 2010, n=6,576mCommerce data includes all worldwide buying on U.S. sites

Millennial Media Network Data:The first 2011 Quarterly S.M.A.R.T.™ report data featured is based on actual campaign and network data from Millennial Media. This data was accumulated across 67 billion mobile impressions in 250 countries & territories in Q1 2011.

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 Millennial Media’s Mobile Mix™ and the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ report.

Summary & Reporting Methodology

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