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POWERING THE MOBILE ECONOMY
Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.™)
July 2010. 0 2009 Source: eMarketer. in 2009 there were 312 million global Smartphone users.S.com/research to sign up 2 .millennialmedia. According to eMarketer.The Global Mobile Landscape Q1 2011 WE REACH OVER 92 MILLION MOBILE USERS IN THE U.S. WE REACH OVER U. INTERNATIONAL IMPRESSIONS GREW 161% YEAR OVER YEAR Q1 2011/Q1 2010 Source: Millennial Media. Q1 2011. By the end of this year. Q1 2011. Smartphone Subscribers Worldwide By Region. 142 MILLION MOBILE USERS GLOBALLY Source: Millennial Media. From 2011 to 2015. this number is expected to grow to 571 million. 2009-2015 1200 1000 WORLDWIDE MILLIONS 800 600 400 200 ASIA PACIFIC EXCLUDING JAPAN WESTERN EUROPE NORTH AMERICA JAPAN MIDDLE EAST & AFRICA EASTERN EUROPE LATIN AMERICA DID YOU KNOW? Millennial Media’s Q1 network data was accumulated across 67 billion mobile impressions and 250 countries & territories. Q1 2011. IMPRESSIONS GREW 94% YEAR OVER YEAR Q1 2011/Q1 2010 Source: Millennial Media. Q1 2011.2 billion. global Smartphone users are forecasted to more than double to nearly 1. Top 10 Countries in Q1 By Impressions CANADA 3 1 UNITED STATES UNITED KINGDOM 2 10 9 GERMANY FRANCE CHINA 8 SOUTH KOREA 4 5 JAPAN 7 Source: Millennial Media. 2010 2011 2012 Visit www. Q1 2011. INDONESIA 6 AUSTRALIA The addressable audience for global mobile advertising continues to skyrocket. Source: Millennial Media.
and consumer engagement. Q1 2011. Telecom advertisers leveraged mobile advertising at all points in the product life cycle in Q1. Top 10 Advertising Verticals (Chart A). As the number of mobile campaigns have grown. Six Verticals experienced triple-digit growth or greater year-over-year. Tourism (13%). and International Top 10 Advertising Vertical Rankings (Charts A and B). Five out of the six verticals featured in the Vertical Explosion were all consistently on the Top 10 Advertising Vertical Ranking since Q2 2010. we anticipate this vertical will continue to grow with the upcoming summer travel season. product launches. Global Vertical Explosion VERTICALS Year-Over-Year Revenue Growth – Q1 2011/Q1 2010 CHART C GROWTH 1342% 723% 379% 242% 183% 130% DID YOU KNOW? Big brands are leveraging mobile. In Q1. in the number seven position internationally (Chart B). In the next quarter. Cruises (6%) and Trains (3%). followed by Airlines (26%). Millennial Media works with 20 of the Top 25 Ad Age Advertisers. and Internationally (Charts A and B). Visit www. Q1 2011.S. The Finance Vertical placed in the number four position in the U. and Internationally. seasonal ﬁnancial service advertisers ran campaigns focused on getting customers ready for tax preparation season while banking and ﬁnancial institutions drove awareness of their mobile banking products and services. Telecom ranked number two and three. This is an indication that advertisers in new verticals are starting to heavily invest in a creating a mobile presence.millennialmedia. RETAIL & RESTAURANTS AUTOMOTIVE FINANCE TELECOMMUNICATIONS HEALTH: FITNESS & WELLNESS EDUCATION Source: Millennial Media. respectively. Telecom has grown 242% globally (Chart C). Top 10 U. demonstrated by the variety of campaigns they ran to drive brand awareness. In Q1. in the Q1 Top 10 Advertising Verticals in the U.Mobile Vertical Spending in Q1 Q1 2011 Q1 Insights: The Retail & Restaurants Vertical grew 1342% year-over-year (Chart C) and led both the U.S. Health: Fitness & Wellness has not been on the Top 10 Advertising Vertical Ranking to date. The Travel vertical has consistently been on the Top 10 Advertising Vertical Rankings in both the U. and grew 379% year-over-year globally (Chart C). advertisers in the Retail & Restaurants Vertical invested in mobile primarily to drive foot traﬃc into retail locations. Hotels made up 52% of the spend in Q1. Advertising Verticals Q1 2011 – Ranked by Spend CHART A Q1 1 2 3 4 5 6 7 8 9 10 VERTICALS RETAIL & RESTAURANTS TELECOMMUNICATIONS PORTALS & DIRECTORIES FINANCE AUTOMOTIVE ENTERTAINMENT DATING EDUCATION TRAVEL CPG Source: Millennial Media. Year-over-year. yet experienced growth of 183% year-over-year (Chart C). we have seen increasing diversity among the types of advertisers within certain verticals. Top 10 International Advertising Verticals Q1 2011 – Ranked by Spend CHART B Q1 1 2 3 4 5 6 7 8 9 10 VERTICALS RETAIL & RESTAURANTS PORTALS & DIRECTORIES TELECOMMUNICATIONS ENTERTAINMENT DATING TRAVEL FINANCE AUTOMOTIVE NEWS ARMED FORCES Source: Millennial Media. Q1 2011.S.S.com/research to sign up 3 . particularly in Travel.S.
St. Some verticals also saw increased interaction rates on speciﬁc holidays. Data is based on the Top 750 Campaigns on Millennial Media’s Network in Q1 2011. Dating advertisers saw an interaction lift of 80% around Valentine’s Day in 2011. 75% Mobile Usage: Top 5 Q1 Holidays By Impressions CHART B 24% 27% SUSTAINED IN MARKET PRESENCE LEAD GEN/REGISTRATIONS PRODUCT LAUNCH/RELEASE BRAND AWARENESS INCREASED FOOT TRAFFIC SITE TRAFFIC Source: Millennial Media. Visit www. Advertisers in the retail vertical should plan to take advantage of this trend in the upcoming Moms. 78% PRODUCT RELEASES MADE UP OF VIDEO CAMPAIGNS THAT RAN IN Q1 Source: Millennial Media. For instance. Q1 2011. Mobile usage spiked around key events and holidays in Q1 (Chart B). together representing 80% of the Advertiser Campaign Goal Mix (Chart A). and Valentine’s Day. saw dollars shift from traditional media. President’s Day Weekend. In particular. and Back to School time frames. a reach 3 Advertisers used mobileatasscale. impressions were highest on New Year’s Weekend. Q1 Insights: The Top 3 Campaign Goals in Q1 were Sustained In-Market Presence. Dads & Grads. Patrick’s Day. Q1 2011. Lead Gen/Registrations and Product Launch/Release. (Seevehicle6toto target their consumers Page learn how Buick leveraged Mobiblocks to raise awareness with a broad audience). the Super Bowl. PATRICK'S DAY SUPER BOWL PRESIDENT'S DAY WEEKEND VALENTINE'S DAY Source: Millennial Media.millennialmedia. to mobile campaigns.com/research to sign up 4 . such as print and radio.Q1 Mobile Advertiser Trends – Mobile Usage & Campaign Goals Q1 2011 Q1 2011 CHART A Advertisers’ Campaign Goals 2% 9% 9% 29% OF CAMPAIGNS WERE CROSS PLATFORM IN Q1 Source: Millennial Media. Q1 2011. TOP 3 ADVERTISER TRENDS OF Q1 to 1 Advertisers turned Wemobile for their local advertising needs. Source: Millennial Media. of campaigns 2 A majority (78%)cross-platform on our network in Q1 leveraged delivery (across a variety of platforms and devices) to maximize reach. 1 2 3 4 5 NEW YEAR'S WEEKEND ST. Q1 2011. Q1 2011.
com/research to sign up 5 . Local Market targeting experienced the largest quarter-over-quarter growth of 24% and represented 42% of the Targeted Audience Mix in Q1 (Chart B).000 GREW 213% YEAR OVER YEAR Q1 2011/Q1 2010 Source: Millennial Media. Insurance. Local Market is deﬁned as a campaign targeting method which includes geographic location.Q1 Mobile Advertiser Trends – Campaign Targeting Methods Q1 2011 Q1 2011 CHART A Campaign Targeting Mix Q1 2011 CHART B Targeted Audience Mix 12% 56% BROAD REACH 44% TARGETED AUDIENCE REACH 46% 42% DEMOGRAPHIC LOCAL MARKET BEHAVIORAL AUDIENCE Source: Millennial Media. and Run of Network) represented 56% of the Campaign Targeting Mix. NUMBER OF CAMPAIGNS CAMPAIGNS WITH DEAL SIZE > $250. Q1 2011. Demographic as a targeting method grew 10% quarter-over-quarter in Q1 (Chart B). Visit www. Education and Automotive advertisers used demographic targeting for their lead generation campaigns to target customers who would be interested in their products or services.millennialmedia. Q1 Insights: Advertisers using Targeted Audience Reach campaign methods (Behavioral Audience. Q1 2011. Source: Millennial Media. GREW 107% YEAR OVER YEAR Q1 2011/Q1 2010 Source: Millennial Media. DMA. Custom Subnet. Data is based on the Top 750 Campaigns on Millennial Media’s Network in Q1 2011. Retail. Demographic. and Local Market) grew 3% quarter-over-quarter. Dating. state. with 44% of the Campaign Targeting Mix in Q1 (Chart A). Entertainment and Telecom were the three highest verticals leveraging Broad Reach targeting methods throughout Q1 to increase awareness of new products and services during holidays and special events. international country. especially Valentine’s Day (Chart A). Broad Reach methods (Channel. etc. and Restaurant brands leveraged Local Market targeting to eﬀectively customize their campaigns and provide localized deals to their target customers. Q1 2011. Q1 2011.
CAMPAIGN HIGHLIGHT: BUICK ACHIEVERS SCHOLARSHIP PROGRAM “ The goal of Buick Achievers Scholarship program is to inspire. demographic or channel (i. news.Q1 Mobile Advertiser Trends – Spotlight on Mobiblocks Q1 2011 DEFINITION: A Mobiblock is a mobile strategy used by advertisers to achieve dominant share of voice with their target audience in a short period of time. BEST PRACTICES: Mobiblocks are particularly impactful for time-sensitive marketing initiatives. TIMING: February 10 – March 15..millennialmedia. Pairing a mobiblock with a sustained mobile advertising presence enhances campaign results. like product launches or events.com/research/campaign-summaries Take over Millennial Media’s Verizon Wireless-based iPhone ad inventory on mobile websites and applications exclusively for ﬁve weeks around the launch of the iPhone on the Verizon network. Buick ” GOAL: Raise awareness of the newly-announced Buick Achievers Scholarship program. sites and apps focused on sports.). Visit www. Mobiblocks are particularly eﬀective for maximizing unique user reach and impressions.millennialmedia. music. Director of Advertising and Promotions.com/research to sign up 6 .e. health & ﬁtness sites. We’re using innovative opportunities like this to educate potential scholarship applicants nationwide. Visually-arresting ads and strong calls to action generate maximum return. ~ Craig Bierley. they can also be used to maximize reach during mobile usage spikes – around key holidays or special events. celebrate and enable human achievement. 2011 DOWNLOAD THE FULL CAMPAIGN SUMMARY NOW! STRATEGY: www. etc. It can be applied to run across an entire mobile network or with a speciﬁc audience.
The advertisers in the Travel vertical. with 18% of the Post-Click Campaign Action Mix in Q1 (Chart B).Q1 Mobile Advertiser Trends – Campaign Engagement Methods Q1 2011 Campaign Destination Mix Q1 2011 CHART A Q1 2011 CHART B 40% Post-Click Campaign Action Mix 21% 47% 32% 35% 30% 25% 39% 39% 26% 20% 15% 10% 5% 25% 22% 18% 12% 13% 2% 12% 22% TRAFFIC TO SITE CUSTOM LANDING PAGE APPLICATION DOWNLOAD Source: Millennial Media. Q1 2011.millennialmedia. or application download. Additionally. and Telecom brands utilized mobile social media as a Post-Click Campaign Action to engage customers and gather feedback on their new product launches in Q1. CPG. Q1 Insights: Application Download grew 31% quarter-over-quarter and represented 21% of the Campaign Destination Mix in Q1 (Chart A). entertainment tickets and travel bookings. publishers and developers ran advertising campaigns in Q1 to drive downloads of their applications. Advertisers in the Retail. 0% APPLICATION DOWNLOAD ENROLL/ JOIN M COMMERCE PLACE CALL RETAIL SITE PROMOTION SEARCH MOCIAL SOCIAL MEDIA STORE LOCATOR SUBSCRIBE VIEW MAP WATCH VIDEO Source: Millennial Media. In Q1. used applications as a transaction channel for their customers while the CPG and Automotive verticals leveraged applications to engage and educate customers before driving them to retail outlets. Data is based on the Top 750 Campaigns on Millennial Media’s Network in Q1 2011. Entertainment and Travel verticals created a sustained advertising presence in the mobile channel and leveraged their mobile campaigns to drive sales of products. similar to Finance advertisers. Q1 2011.com/research to sign up 7 . Automotive. With increasing Smartphone penetration. landing page. m-Commerce grew 30% quarter-over-quarter as a Post-Click Campaign Action (Chart B). advertisers created applications to engage their customers and reinforce their brands. TIME SPENT ON MOBILE Visit www. Campaign destinations represent the immediate click-through from creative to site. Data is based on the Top 750 Campaigns on Millennial Media’s Network in Q1 2011. 3/11. GREW TO 2010 50% FROM 2008 Source: eMarketer. Mocial (Mobile Social Media) experienced growth of 29% quarter-over-quarter.
Q1 2011. Rich Media and Banner Ads – all with one simple SDK download Maintain control of ad placement and frequency caps with ﬂexible code that's easy to execute and integrate Earn the best revenue available in the industry with Interactive Video ads – in huge demand today from Millennial Media’s premium brand advertisers TOP 3 PUBLISHER & DEVELOPER TRENDS OF Q1 1 Publishers &ofdevelopers tookunits. growth* 2 Android penetration rapid increase in continued to drive a Android applications on our network. to capture the highest eCPMs and strongest brand demand. INTRODUCING THE INDUSTRY’S FIRST 3 IN 1 SDK The next evolution of inventory monetization has arrived for mobile developers. Visit www. Q1 2011. Q1 2011. Developers can make more money with Millennial Media’s new 3-in-1 SDK for Android and iOS. MILLENNIAL MEDIA’S NEW 3 IN 1 SDK CAN BE DOWNLOADED NOW! www.com the largest publishers 3 Some of launched applications.Q1 Publisher & Developer Trends Q1 2011 Global Publisher & Developer Quick Stats Q1 2011 Top 10 Global Applications Categories By Impressions 5500 15 34% 52% 200% Source: Millennial Media.millennialmedia. *There are over 150. such advantage all types of ad as interactive video and rich media.com/research to sign up 8 .millennialmedia. DEVICES ON OUR NETWORK OPERATING SYSTEMS ON OUR NETWORK GROWTH IN NUMBER OF APPS ON MM’S NETWORK Q1 2011/Q4 2010 GROWTH IN NUMBER OF ANDROID APPS ON MM’S NETWORK Q1 2011/Q4 2010 CONNECTED DEVICE IMPRESSION GROWTH Q1 2011/Q4 2010 RANK VERTICALS 1 2 3 4 5 6 7 8 9 10 GAMES SOCIAL NETWORKING MUSIC & ENTERTAINMENT MAIL & MESSAGING WEATHER SPORTS NEWS & CURRENT EVENTS HEALTH & FITNESS TRAVEL BOOKS & REFERENCE Source: Millennial Media.on our network expanding their reach beyond the mobile web. outpacing the growth rate of iOS apps. Source: Millennial Media.developer.000 applications in the Android Market – three times more than there were nine months ago. This powerful SDK allows mobile developers to: Integrate three revenue-generating ad formats including Interactive Video.
g.com/research to sign up 9 . Feature Phone & Connected Device Impression Share Q1 2011 Smartphone OS Mix By Impressions Q1 2011 1% 1% 1% CONNECTED DEVICES 15% 17% 62% 54% 26% ANDROID iOS RIM SYMBIAN WINDOWS OTHER FEATURE PHONES 23% SMARTPHONES Source: Millennial Media. Smartbook AG Surfer Tablet Visit www.com/research/ 3 Source: Millennial Media. but is not a mobile phone. Palm OS. Smartphone data does not include what could be considered Smartphones running proprietary Operating Systems. LG Vu. Q1 2011. etc. Top 3 Tablets in Q1 By Impressions 1 Apple iPad 2 Samsung Galaxy Tab DID YOU KNOW? Connected devices grew 21% on Millennial Media’s network in March. Sony PSP. Q1 2011. To learn more about the latest trends with top mobile devices and operating systems. Click here to download now! http://www. Millennial Media deﬁnes a Connected Device as a handheld device that can access the mobile web. Nokia OS.millennialmedia. Examples include Apple iPod Touch. Source: Millennial Media. Samsung Instinct. Q1 2011. e. iPad.millennialmedia. download Millennial Media’s March 2011 Mobile MixTM Report. Other includes webOS.Q1 Publisher & Developer Trends Q1 2011 Smartphone. Nintendo DS. Danger.
e. eCPM is derived by dividing total earnings over total number of impressions in thousands.) to gain access to the ads run by our advertising partners. tablets. This includes tablets.A. eCPM – Also ‘Eﬀective CPM’ or ‘Eﬀective cost per thousand impressions’. Windows Phone 7. Mocial – Mobile Social Media networking sites and applications. Developer – Provider/creator of mobile 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. RIM. thus monetizing their app. Campaign Destination – Used to deﬁne where advertisers are sending consumers from their ads to view more content. Download Application. (Previously classiﬁed as “GEO” in earlier SMART reports). SDK – Software Development Kit. Publisher – Provider of mobile sites of well-known brands. feature phones. Verizon. Deal Size – The size of a client’s mobile advertising contract. Along with developers. etc).M. Cross-Platform – Pertaining to multiple devices (Smartphones. Connected Device – A non-phone.T. Millennial Media’s mobile ad network is cross-platform – or “platform-agnostic” – because we do not focus on one single OS or device type. etc.). Custom Landing Page (a special mobile landing page created for the campaign). developers’ inventory makes up the “supply” side of the mobile ad network model and is where advertisers’ ads run.S. broadcasters or portals. Windows Phone 7.). publishers’ inventory makes up the “supply” side of the mobile ad network model and is where advertisers’ ads run. Based upon the thousands of campaigns on our network. Developers are to App as publishers are to WAP. Visit www. This enables advertisers to reach as many mobile users as possible.R. Developer partners on Millennial Media’s network download and integrate our SDKs (available for a variety of operating systems – iOS. or platforms (iOS. Publishers are to WAP as Developers are to App. connected devices). DMA to more precise levels of granularity.com/research to sign up 10 . Along with publishers. portals.. Publishers also frequently have their own applications. View Map. Reach – A measure of the mobile audience size. Android. Post-Click Campaign Action – The action a marketing campaign is driving the customer to take once an ad is viewed (i. etc. or Application Download.e. A tool that enables developers to seamlessly integrate mobile advertising into their applications. Developers range from large entities (brands.™ Glossary of Terms Q1 2011 Audience Takeover – A targeting technique that allows an advertiser to achieve dominant share-of-voice with a target audience. Vertical – The classiﬁcation of advertisers by industry. etc. regardless of their mobile device or carrier of choice. Android. Place Call. Smartphone – Any web-enabled and application-enabled mobile phone that runs on an operating system and oﬀers the user more advanced capabilities beyond just voice and mobile web access. news sites. Used as a performance measure to estimate earnings for every thousand impressions received. Vodafone. Wi-Fi mobile device.) to individuals who focus on just a handful of applications. carriers (AT&T. perhaps newspapers. Inventory – The ad space available on mobile websites and applications. Behavioral Audience – A targeting technique that categorizes customers by their interests. generated by the number of users accessing speciﬁc mobile websites and applications.millennialmedia. Symbian. Local Market – A targeting technique that allows advertisers to customize their message to local markets – i. we ﬁnd that campaigns drive to three primary destinations: Traﬃc to Site (the client’s persistent mobile site). etc.
With the largest mobile media audience in the U. Inc. All rights reserved.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. scalable audiences.millennialmedia. please visit http://www.A.Summary & Reporting Methodology Q1 2011 About Millennial Media Millennial Media is the proven leader in mobile advertising.T. Inc. Data provided is derived from Millennial Media server log activity for the time period indicated.S.S.M.M. About S.millennialmedia. Millennial Media was named the 2010 OnMedia Top Private Company in Digital Media and was awarded a 2010 Stevie Award (American Business Awards) for Most Innovative Company of the Year. Visit www. We apply that average frequency to the remaining impressions to determine our network-wide reach. ©2011 Millennial Media.R. all publishers and developers seeking to maximize ad revenue and all mobile operators seeking to further monetize their networks..millennialmedia.com/research to sign up 11 . For questions about the data in this report. As an innovative technology leader. please contact us at research@millennialmedia. media networks and top-tier publishers to deliver the largest data set of any third-party U. Millennial Media uses proprietary techniques to uniquely identify at least 75% of our user base persistently across our network and tracks the unique reach over the course of the month-long period. target and engage consumers is unparalleled.T. or for recommendations for future reports. device and campaign data collected over billions of monthly ad requests. Our ability to reach. For the remainder. Millennial Media Methodology: Network reach is calculated from the count of unique users across our entire network.R. As such.com.R. Millennial Media partners with major carriers. mobile advertising network. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers. Visit www.T.)™ report.M. Millennial Media uniquely oﬀers brand advertisers the only set of speciﬁc. we are uniquely capable of reporting and analyzing the richest sets of carrier. serving and mediation platforms are powering some of the largest companies in the media business today. For more information. Elevating and driving the whole mobile ecosystem forward is central to our company mission. the unique user data is used to calculate the average frequency of views that a user consumes in a month.™) delivers monthly insights on key trends in mobile advertising based on actual campaign and network data from Millennial Media. our mobile decisioning.com or follow us on Twitter @millennialmedia.A.™ The Scorecard for Mobile Advertising Reach and Targeting (S. All product names and images are trademarks or registered trademarks of their respective owners.A.
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