The Global Mobile Landscape

Q2 2011

MILLENNIAL MEDIAS 50TH MOBILE INTELLIGENCE REPORT

Driving the mobile ecosystem forward has been central to our company mission since we were founded more than ve years ago. This Q2 Quarterly SMART issue marks the 50th mobile intelligence report we have released since we produced our very rst SMART report in March 2009. In addition to our monthly Mobile Mix and SMART reports, we also publish Mobile Intel Series whitepapers, State of the Apps Industry Snapshots, and special releases to highlight important topics, year-end recaps, and go-forward predictions about the mobile space.

MOBILE ADVERTISING GROWTH

Mobile Advertising Revenue by Region, Worldwide

In Millions of Dollars CHART A

2010 North America Western Europe Asia/Pacic and Japan Rest of the World Total 304.3 257.1 868.8 196.9 $1,627.1

2011 701.7 569.3 1,628.5 410.4 $3,309.9

2015 5,791.4 5,131.9 6,925.0 2,761.7 $20,610.0

Source: Gartner, Forecast: Mobile Advertising, Worldwide, 2008-2015 (as cited in press release, June 16, 2011)

In June 2011, Gartner projected that the worldwide market for mobile advertising would double in 2011 from 2010 to $3.3 billion (see Chart A). The opportunity for brand marketers and developers to take advantage of the mass consumer adoption of Smartphones and media tablets is now.

Did You Know?

We saw an uptick in the number of brands who utilized mobile video advertising in Q2, as they recognized the powerful brand-building and engagement opportunities it provides. See page 6 for a spotlight on Interactive Mobile Video.

Visit www.millennialmedia.com/research to sign up

Mobile Vertical Spending in Q2

Q2 2011

Top 10 U.S. Advertising Verticals

Q2 2011 Ranked by Spend CHART A

Top 10 International Advertising Verticals

Q2 2011 Ranked by Spend CHART B

RANK 1 2 3 4 5 6 7 8 9 10

CATEGORIES RETAIL & RESTAURANTS TELECOMMUNICATIONS FINANCE ENTERTAINMENT AUTOMOTIVE TRAVEL DATING CPG PORTALS & DIRECTORIES PHARMACEUTICALS
Source: Millennial Media, Q2 2011.

RANK 1 2 3 4 5 6 7 8 9 10

CATEGORIES PORTALS & DIRECTORIES EDUCATION TRAVEL ENTERTAINMENT FINANCE TELECOMMUNICATIONS DATING RETAIL & RESTAURANTS AUTOMOTIVE TECHNOLOGY
Source: Millennial Media, Q2 2011.

Q2 Insights:
Six verticals experienced triple digit growth or greater year-over-year. Four out of the six verticals featured in the Vertical Explosion were all consistently on the Top 10 Advertising Vertical Ranking since Q2 2010. The Pharmaceutical vertical has only been on the Top 10 Advertising Vertical Ranking once to date, yet experienced explosive growth of 426% year-over-year (Chart C). This is an indication that more advertisers are moving out of the test phase of mobile and starting to make a consistent investment. The Retail & Restaurants vertical grew 956% year-over-year (Chart C), maintained the number one spot on the Top 10 U.S. Advertising Vertical Ranking (Chart A), and moved to the number eight position on the Top 10 International Advertising Vertical Rankings in Q2 (Chart B). Advertisers in the Retail & Restaurants vertical leveraged mobile to create awareness of seasonal retail promotions. The Finance vertical placed in the number three position and the number ve position on the Top 10 U.S. and International Advertising Vertical Rankings respectively (Charts A & B). Finance grew 1095% year-over-year (Chart C). In Q2, insurance brands heavily utilized mobile for generating leads, while banking and credit advertisers ran campaigns to raise the awareness of their products and services. Travel moved up three spots on both of the Top 10 Advertising Vertical Rankings in Q2, ranking in the number six (U.S.) and the number three (International) positions (Charts A & B). Year-over-year, Travel increased 145% (Chart C). Travel advertisers leveraged mobile to drive application downloads in Q2. Travel applications have evolved from information and research tools to include transactional functionality.

Vertical Explosion
VERTICALS

Year-Over-Year Spend Growth Q2 2011/Q2 2010 CHART C

GROWTH 1095% 956% 426% 236% 234% 145%

Source: Millennial Media, Q2 2011.

FINANCE RETAIL & RESTAURANTS PHARMACEUTICALS AUTOMOTIVE ENTERTAINMENT TRAVEL

MOBILE INTEL SERIES: RETAIL PROVIDES MOBILE INSIGHTS FOR RETAIL BRANDS, INCLUDING:
Who mobile retail consumers are and what mobile shopping behaviors they exhibit. What retail brands are doing in mobile now. How brands can navigate mobile to reach and engage consumers when it matters most. Download this special report at http://www.millennialmedia.com/research/

Visit www.millennialmedia.com/research to sign up

Q2 Mobile Advertiser Trends Mobile Usage & Campaign Goals

Q2 2011

Advertisers Campaign Goals

Q2 2011 CHART A

4% 28%

rst truly mass media. There are Mobile is thethe number of mobile subscribersover three times as there are TV subscribers. Globally, its the most adopted technology and media channel in history. The engagement rates are higher. And inventory, thanks to 24-hour access to users, is unmatched.
~ Paul Gelb, Mobile Practice Lead, Razorsh (July 2011)

9% 14% 17%

28%

TOP 3 ADVERTISER TRENDS OF Q2

mobile to drive 1 Brand advertisers increasingly usedvideo advertisingbrand awareness with an enhanced adoption of mobile as a tool to achieve this goal. From Q1 2011 to Q2 2011, the number of campaigns which focused on driving awareness increased 56%, from 9% to 14% (see Chart A).

SUSTAINED IN MARKET PRESENCE LEAD GEN/REGISTRATIONS PRODUCT LAUNCH/RELEASE BRAND AWARENESS INCREASED FOOT TRAFFIC SITE TRAFFIC
Source: Millennial Media, Q2 2011. Data is based on the Top 750 Campaigns on Millennial Medias Network in Q2 2011.

to aggressively 2 AdvertisersoncontinuedBrand advertisersutilize local market targetingmobile strategies mobile. leveraged the eciency of to buy on a national scale, while delivering locally relevant messaging. Among targeted Q2 campaigns, 44% leveraged local market targeting, representing 5% growth from Q1 (see Chart B on page 5). further utilized mass media solution. Mobile enabled 3 Brandsbrands the abilitymobile as aaudiences at scale, while also providing these to target personal, relevant ads.

Q2 Insights:
The Top Campaign Goal in Q2 was Sustained In-Market Presence, which made up 28% of the Advertisers Campaign Goal Mix (Chart A). Brands with the goal of Sustained In-Market Presence drove application downloads to engage consumers and drive re-use of their products and services. In Q2 2011, InsightExpress Digital Consumer Portrait researched the time Smartphone owners spent doing various activities on mobile phones, including using the internet, using mobile applications, playing games, listening to music, and watching videos. This study revealed approximately 40% of a consumers time was spent on mobile devices in the home. Smartphones are replacing or being used in tandem with other electronic devices in the home to browse the internet and entertain Smartphone owners by listening to music or watching videos.

Smartphone Usage Trends

100 80 60 40 20 0
USE THE INTERNET

Percent of Time Spent Using Smartphone at Home vs. On-the-Go InsightExpress, Q2 2011 CHART B

59%

72%

55%

58%

49%
SOMEWHERE ELSE AT HOME

41%

28%
USE MOBILE APPS

45%
PLAY MOBILE GAMES

42%
LISTEN TO MUSIC

51%
WATCH VIDEOS

Source: InsightExpress Digital Consumer Portrait Study, Q2 2011.

Visit www.millennialmedia.com/research to sign up

Q2 Mobile Advertiser Trends Campaign Targeting Methods

Q2 2011

Campaign Targeting Mix

Q2 2011 CHART A

Targeted Audience Mix

Q2 2011 CHART B

13% 55% 45% 44% 43%

LOCAL MARKET AUDIENCE DEMOGRAPHIC AUDIENCE BEHAVIORAL AUDIENCE

BROAD REACH

TARGETED AUDIENCE REACH

Source: Millennial Media, Q2 2011.

Source: Millennial Media, Q2 2011. Local Market is dened as a campaign targeting method which includes geographic location, DMA, state, international country, etc. Data is based on the Top 750 Campaigns on Millennial Medias Network in Q2 2011.

Q2 Insights:
Advertisers using Targeted Audience reach campaign methods (Local Market Audience, Demographic Audience, and Behavioral Audience) represented 45% of the Campaign Targeting Mix in Q2 (Chart A). Broad Reach targeting methods (Run of Network, Custom Subnet and Channel) represented 55% of the Campaign Targeting Mix in Q2 (Chart A). Automotive and Travel brands created broad reach awareness campaigns in anticipation of the summer buying and travel seasons. Local Market Audience targeting experienced a 5% increase quarter-over-quarter and represented 44% of the Targeted Audience Mix in Q2 (Chart B). Advertisers in the Finance and Restaurant verticals leveraged Local Market Audience targeting to increase awareness of local promotions and drive customers to their brick and mortar locations. Demographic Audience targeting represented 43% of the Targeted Audience Mix and was the second largest targeting method utilized in Q2 (Chart B). Insurance brands used Demographic Audience targeting to target customers who would likely be interested in their products or services, while Retail brands used Demographic Audience targeting to reach customers who were likely to make a purchase during the Moms, Dads and Grads shopping seasons.

A LOOK BACK AT THE FIRST S.M.A.R.T. REPORT

To celebrate the release of our 50th mobile intelligence report, we are highlighting some of the largest shifts in mobile advertising behavior since we released our rst S.M.A.R.T. Report in March 2009.

2009
DEMOGRAPHIC

Targeting Mix, 2009-2011

(Percent of Total Campaigns)
DEMOGRAPHIC

2011
LOCAL MARKET

1%

LOCAL MARKET

19%

20%

1%

Source: Millennial Media, Q2 2011/ March 2009

In the past two years, there has been a seismic shift in how advertisers have leveraged mobile. Marketers have heavily increased the usage of targeted audience reach methods, demonstrated by the growth of Demographic Audience and Local Market Audience targeting, which have both grown from 1% of all campaigns run to 19% and 20%, respectively.

Visit www.millennialmedia.com/research to sign up

Q2 Mobile Advertiser Trends Spotlight on Interactive Mobile Video

Q2 2011

DEFINITION:
Interactive Mobile Video A high impact HD video ad layered with interactive features that deliver a uniquely mobile, actionable experience to customers. The interactive elements encourage customers to engage with the ad, and can be tailored by advertisers to deliver against their specic goals.

Q2 INTERACTIVE MOBILE VIDEO ADVERTISING STATS:

According to Nielsen, the number of U.S. mobile video viewers has grown 40% year-over-year. Within Q2, the number of times customers selected an interactive element on Millennial Medias video ads doubled. Customers who viewed the interactive mobile video ads selected the Replay button 2x more than any other button. Advertisers who created interactive mobile video ads most frequently included the following interactive buttons:

SHARE WEB BUY

Drives viral benets via social media. Sends customers to a mobile web destination to fulll a variety of advertising objectives. Enables mCommerce capabilities, activating product consideration and purchase.

CAMPAIGN HIGHLIGHT: PATAGONIA INTERACTIVE MOBILE VIDEO CAMPAIGN

Implementing video helped us immediately grab the attention of our target consumer,
and the interactive nature of the unit let us achieve our desired end result of driving app downloads and direct song purchases.
~ Christina Speed, Marketing Director, Patagonia

GOAL:

Drive app downloads and iTunes sales from the Patagonia Music Collective with a new interactive mobile video campaign.

STRATEGY:

Promote the Patagonia Music Collective to eco-friendly consumers with an interactive mobile video ad featuring a song from popular artist Medeski Martin & Wood. The ads interactive buttons were selected by Patagonia to drive the specic actions that best achieved their campaign objectives. The Download button let consumers download the ocial Patagonia Music App, the Buy button allowed them to buy a song directly from iTunes, and the Replay button allowed users to restart the video.

DOWNLOAD THE FULL CAMPAIGN SUMMARY NOW!

www.millennialmedia.com/research/campaign-summaries

Visit www.millennialmedia.com/research to sign up

Q2 Mobile Advertiser Trends Campaign Engagement Methods

Q2 2011

Campaign Destination Mix

Q2 2011 CHART A

Q2 2011 CHART B
40

Post-Click Campaign Action Mix

23% 52% 25%

35

40%
30 25 20 15 10 5 0

37% 29% 26% 19% 16% 12% 20% 15% 18%

TRAFFIC TO SITE CUSTOM LANDING PAGE APPLICATION DOWNLOAD

Source: Millennial Media, Q2 2011. Campaign destinations represent the immediate click-through from creative to site, landing page, or rich media. Data is based on the Top 750 Campaigns on Millennial Medias Network in Q2 2011.

APPLICATION DOWNLOAD

ENROLL/ MCOMMERCE JOIN/ SUBSCRIBE

MOCIAL PLACE MOBILE SOCIAL CALL MEDIA

RETAIL PROMOTION

SITE SEARCH

STORE LOCATOR

VIEW MAP

WATCH VIDEO

Source: Millennial Media, Q2 2011. Data is based on the Top 750 Campaigns on Millennial Medias Network in Q2 2011.

Q2 Insights:
Application Download grew 9% quarter-over-quarter and represented 23% of the Campaign Destination Mix in Q2 (Chart A). As Smartphone penetration continues to increase, advertisers are enhancing the functionality and utility of their applications while reinforcing their brands. The Travel and Retail verticals have led other verticals in creating applications that make it easy for customers to research and transact on-the-go. In Q2, View Map grew 28% quarter-over-quarter as a Post-Click Campaign Action (Chart B). Advertisers in the Automotive and Telecom brands leveraged mobile in Q2 to promote new product launches and drive customers to dealerships and retail outlets to complete their purchases. Retail Promotion experienced a 20% increase quarter-over-quarter, with 26% of the Post-Click Campaign Action Mix in Q2 (Chart B). CPG and Retail & Restaurant advertisers utilized Retail Promotion as a Post-Click Campaign Action to engage customers and drive sales during the Moms, Dads and Grads shopping season. Mocial (Mobile Social Media) grew 5% quarter-over-quarter and represented 19% of the Campaign Destination Mix in Q2 (Chart A). In Q2, Telecom, Entertainment and CPG brands used mobile campaigns to drive awareness of their social media promotions and contests.

A LOOK BACK AT THE FIRST S.M.A.R.T. REPORT

Campaign Actions & Destinations
60% 50% 52% 40% 30% 20% 10% 0% VISIT SITE 15% 6% WATCH VIDEO 18% 1% CLICK 2 CALL / PLACE CALL 3% APPSTORE / APP DOWNLOAD 37% 23%

Q2 2011 Q1 2009

Source: Millennial Media, Q2 2011/ March 2009

In the past two years, mobile ad campaigns have evolved to become more sophisticated in the way they engage customers. SIGNIFICANT GROWTH IN CAMPAIGN ACTIONS Appstore/App Download grew 667% Visit Site grew 247% Watch Video grew 200% Place Call grew from 1% to 37% Visit www.millennialmedia.com/research to download Millennial Medias past reports.

Visit www.millennialmedia.com/research to sign up

Q2 Developer & Publisher Trends

Q2 2011

Top 10 Global Application Categories

By Impressions Q2 2011 CHART A

RANK
1 2 3 4 5 6 7 8 9 10

CATEGORIES
GAMES MUSIC & ENTERTAINMENT MOCIAL MOBILE SOCIAL NETWORKING COMMUNICATIONS WEATHER NEWS SPORTS HEALTH & FITNESS TRAVEL & LOCAL SCIENCE & TECHNOLOGY
Source: Millennial Media, Q2 2011.

TOP 3 DEVELOPER / PUBLISHER TRENDS OF Q2

more of their 1 Developers reinvesteddrive more appearnings into mobile advertising to downloads. More downloads delivered more impressions, resulting in more revenue through advertising.

advertising became mainstream 2 Mobile videoDevelopers capitalized on the rich,in applications. engaging experiences interactive video ads delivered to their users. wide variety 3 From indie to top game developers, a advertising asof the developer community embraced a monetization strategy.

Highlights of Device & Developer Trends

Travel experienced a 57% growth quarter-over-quarter in application impressions (Chart A). In Q2 2011, there was a large increase in usage of applications related to air travel and mass transit/tourism guides. In Q2, Smartphones grew 8% quarter-over-quarter and led the Smartphone, Feature Phone & Connected Device mix with 67% of impressions. Connected Devices experienced a 13% growth quarter-over-quarter and accounted for 17% of the Smartphone, Feature Phone & Connected Device mix in Q2. Android maintained its position as the leading Smartphone OS Impression Mix on our network in Q2, with 53% of impressions. iOS grew 4% quarter-over-quarter and represented 27% of the Smartphone OS Impression Mix in Q2. iOS is expected to see incremental growth with the release of the iPhone 5 in Q3 2011.

NEW FEATURES NOW AVAILABLE! An expanded version of our developer portal is now available. Its packed with new features and tools to help developers manage and grow their business. Highlights Include: My Apps Dashboard, which provides a snapshot of a developers apps, account activity and news. House Ads to help developers promote their apps. Improved reporting, including Country/Carrier breakdowns. New design and improved performance. Improved help and support documentation. A feedback tool to allow developers to share their thoughts and insights.

Did You Know?

House ads provide a free and easy way to drive more downloads and revenue. To start promoting your app today, visit http://www.mmDev.com

Visit www.mmdev.com to learn more.

Visit www.millennialmedia.com/research to sign up

A Look Back at the First S.M.A.R.T. Report

Q2 2011

Top 20 Mobile Phones, 2009-2011

Ranked by Impressions
Rank
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Devices
Apple iPhone Samsung Instinct BlackBerry Curve Samsung Messager T-Mobile Sidekick T-Mobile Sidekick LX Palm Centro BlackBerry Pearl LG Dare LG Rumour LG Vu T-Mobile Sidekick Slide Motorola Q9 HTC G1 LG Voyager Samsung MyShot LG Shine Kyocera Melo Samsung Spex Samsung BlackJack II

March
5.82% 5.07% 3.77% 3.69% 2.81% 2.26% 2.05% 2.02% 1.68% 1.67% 1.49% 1.43% 1.41% 1.33% 1.22% 1.22% 1.07% 1.07% 1.05% 0.99%

Type
Smartphone Feature Phone Smartphone Feature Phone Smartphone Smartphone Smartphone Feature Phone Feature Phone Feature Phone Feature Phone Smartphone Smartphone Smartphone Feature Phone Feature Phone Feature Phone Feature Phone Feature Phone Smartphone

2009

Rank
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Devices
Apple iPhone BlackBerry Curve Motorola Droid Samsung Nexus S BlackBerry Bold 2 HUAWEI Ascend HTC Evo Motorola Droid X Samsung Vibrant Galaxy S BlackBerry Torch Motorola Droid 2 LG Optimus S HTC Droid Incredible LG Optimus V HTC Desire HTC MyTouch 4G Glacier HTC G2 Touch Hero Samsung Forte HTC ThunderBolt Samsung Epic Galaxy S

June
16.19% 5.57% 2.95% 2.71% 1.99% 1.69% 1.69% 1.66% 1.47% 1.42% 1.37% 1.32% 1.30% 1.20% 1.14% 0.99% 0.88% 0.82% 0.76% 0.73%

Type
Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone

2011

Source: Millennial Media, 3/09.

Source: Millennial Media, 6/11.

Device Input Mix, 2009-2011

2009
27% 33%

Top 3 Connected Devices, 2011

Ranked by Impressions
Source: Millennial Media, Q2 2011.

4% 36%

Touch Screen Touch & QWERTY QWERTY Keypad

Source: Millennial Media, 3/09.

Apple iPod Touch

Apple iPad

Samsung Galaxy Tab

Top 10 Manufacturers, 2009-2011

All Devices Ranked by Impressions
Rank
1 2 3 4 5 6 7
Source: Millennial Media, 6/11.

2011
11% 14% 60% 15%

Manufacturers
Samsung LG Apple Motorola Research In Motion (RIM) Sony Danger HTC Palm Nokia

March
21.60% 12.52% 11.35% 10.50% 9.82% 7.63% 7.54% 4.97% 2.96% 2.45%

2009

Rank
1 2 3 4 5 6 7 8 9 10

Manufacturers
Apple Samsung Research In Motion (RIM) HTC Motorola LG Nokia HUAWEI Sanyo SonyEricsson

June
30.76% 14.94% 11.76% 9.92% 9.14% 7.50% 2.70% 2.52% 0.80% 0.72%

2011

Touch Screen Touch & QWERTY QWERTY Keypad

8 9 10

Source: Millennial Media, 3/09.

Source: Millennial Media, 6/11.

Visit www.millennialmedia.com/research to sign up

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

Q2 2011

Audience Takeover A targeting technique that allows an advertiser to achieve dominant share-of-voice with a target audience. Behavioral Audience A targeting technique that categorizes customers by their interests. Campaign Destination Used to dene where advertisers are sending consumers from their ads to view more content. Based upon thousands of campaigns, we nd that campaigns drive to three primary destinations: Trac to Site (the clients persistent mobile site), Custom Landing Page (a special mobile landing page created for the campaign), or Application Download. Connected Device A non-phone, Wi-Fi mobile device. This includes tablets. Cross-Platform Pertaining to multiple devices (Smartphones, tablets, feature phones, connected devices), carriers (AT&T, Verizon, Vodafone, etc.), or platforms (iOS, Android, RIM, Windows Phone 7, Symbian, etc). Millennial Media is cross-platform or platform-agnostic because we do not focus on one single OS or device type. This enables advertisers to reach as many mobile users as possible, regardless of their mobile device or carrier of choice. Deal Size The size of a clients mobile advertising contract. Developer Provider/creator of mobile applications. Developers range from large entities (brands, portals, news sites, etc.) to individuals who focus on just a handful of applications. Along with publishers, developers inventory is where advertisers ads run. Developers are to App as publishers are to WAP. eCPM Also Eective CPM or Eective cost per thousand impressions. Used as a performance measure to estimate earnings for every thousand impressions received. eCPM is derived by dividing total earnings over total number of impressions in thousands. 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 Mobile Video A high impact HD video ad layered with interactive features that deliver a uniquely mobile, actionable experience to customers. Inventory The ad space available on mobile websites and applications. Local Market A targeting technique that allows advertisers to customize their message to local markets i.e. DMA to more precise levels of granularity. (Previously classied as GEO in earlier SMART reports). Mocial Mobile Social Media networking sites and applications. 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.). Publisher Provider of mobile sites of well-known brands, perhaps newspapers, broadcasters or portals. Publishers also frequently have their own applications. Along with developers, publishers inventory is where advertisers ads run. Publishers are to WAP as Developers are to App. SDK Software Development Kit. A tool that enables developers to seamlessly integrate mobile advertising into their applications, thus monetizing their app. Developer partners on Millennial Medias platform download and integrate our SDKs (available for a variety of operating systems iOS, Android, Windows Phone 7, 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 oers the user more advanced capabilities beyond just voice and mobile web access. Vertical The classication of advertisers by industry.

Visit www.millennialmedia.com/research to sign up

10

Summary & Reporting Methodology

Q2 2011

About Millennial Media Millennial 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 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. 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 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.

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

Visit www.millennialmedia.com/research to sign up

11

THE GLOBAL LEADER IN MOBILE INTELLIGENCE

Visit www.millennialmedia.com/research to sign up for Millennial Medias powerful research reports, including S.M.A.R.T, Mobile Mix, and Millennial Monthly.

Follow us on Twitter @millennialmedia

Like us on Facebook

Connect with us on LinkedIn