1. #SMART

2. 2012 Global Mobile Trends
MARCH 2013
2012 Global Trends
CHART A
Device
Manufacturers
Consumers
Consumers evolved the way they interacted
with mobile in 2012. As consumers across the
world adopted new devices, or added a
second device to their life, users increasingly
relied on and engaged with mobile devices in
different ways throughout the day.
Manufacturers around the world released dozens of new mobile
devices in 2012, at a number of different sizes and price points, with a
number of new functions and features. The infrastructure to support
these new mobile devices also increased throughout the year,
providing the platform for enhanced mobile features and use.
Increased
Screen Size
Content
Contributors
More Frequent,
but Shorter,
Mobile Sessions
There are More
Devices than Humans
on the Planet
Increased Mobile
Infrastructure – Better
Speed & Connection
Increased Availability
of Devices at
Decreasing Price Points
In Southeast Asia, phones with
bigger screens grew an average
of 63% a month in 2012.
85% of tablet owners use their
devices while watching TV.
Gameification
Across Verticals
Source: Online Publishers Association, 2012.
Tablet-Sized Ads
Mobile behavior changes
throughout the day; with mobile
primetime from 4 pm to midnight.
Multi-Screening
What they mean for
Mobile Advertising
Adapt Mobile Ads to
Shorter Use Sessions
As consumer and manufacturer trends merged
and developed, the mobile advertising
opportunities for both advertisers and
developers evolved in 2012.
Increased Rich Media
Engagement
Mobile is Always On
Audience Targeting
& Intelligence
Socialization
Mobile-Optimized
Experiences
Advertisers in North America leveraged
data to reach real-world audiences, such as
Moms, Sports Fans, and Gadget Geeks.
Approximately 46% of
Entertainment campaigns
used social media actions.
Hyper-Local Targeting
Advertisers in the Southeast Asia region
invested in hyper-local targeting in 2012 –
campaign spend grew at 233% a month.
More Video Viewing
Utliized in 64% of Product
Launch / Release Campaigns.
Source: Millennial Media, 2012.
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3. Mobile Vertical Spending in 2012
MARCH 2013
Top 10 Global Brand Verticals
Vertical Explosion
Ranked by Spend
CHART B
CATEGORIES
RETAIL & RESTAURANTS
ENTERTAINMENT
TELECOMMUNICATIONS
FINANCE
AUTOMOTIVE
CPG / FMCG
TRAVEL
TECHNOLOGY
EDUCATION
PORTALS & DIRECTORIES
Year-Over-Year Spend – 2012/2011
CHART C
2012
1
2
3
4
5
6
7
8
9
10
VERTICALS
2011
2
3
4
1
5
7
9
10
8
6
GOVERNMENT SERVICES
Health: Fitness & Wellness was the fifth largest growth vertical on
our platform after seeing large increases in year-over-year spend
both in 2012 (281%, Chart C) and 2011 (229%). Advertisers in this
vertical invested in mobile’s ability to target audiences and deliver
relevant messages to mobile users interested in health living
content.
Travel showed a 495% year-over-year increase to move up to the
seventh largest brand vertical on our platform in 2012 (Charts B &
C). Travel brands, such as hotels, booking sites, and airlines ran
mobile campaigns year-round to motivate consumers to plan
and book their vacations for any season, often through their
branded applications. Travel campaigns made up 9% of total
brand advertiser campaigns on our platform in 2012 (Chart D).
Twelve verticals experienced triple-digit growth on our platform
in 2012 (Chart C). Six of these verticals are not in the list of Top 10
Brand Verticals on our platform. This set of emerging verticals has
grown their investment in mobile advertising, as others have
grown from an already established base of spending.
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523%
495%
PERSONAL & HOME SERVICES
461%
HEALTH: FITNESS & WELLNESS
ENERGY & POWER
CPG / FMCG
281%
265%
235%
ENTERTAINMENT
AUTOMOTIVE
TELECOMMUNICATIONS
224%
193%
143%
RETAIL & RESTAURANTS
106%
REAL ESTATE
Insights:
860%
EMPLOYMENT
TRAVEL
Source: Millennial Media, 2011 & 2012.
Retail & Restaurants was the number one vertical on the Top 10
Global Brand Verticals on the Millennial Media platform in 2012,
growing 106% year-over-year to move up and into that position
from 2011 (Charts B & C). Retail & Restaurant brands made up
16% of the total brand advertiser campaigns in 2012 (Chart D).
These advertisers ran mobile campaigns year-round which drove
consumers to both their retail and online stores.
GROWTH
103%
Source: Millennial Media, 2011 & 2012.
Top 10 Global Brand Verticals as
Percent of Total Brand Business
Count of Campaigns
CHART D
14%
2%
3%
16%
3%
14%
6%
7%
14%
9%
12%
Retail & Restaurants
Telecommunications
Finance
Entertainment
Travel
Automotive
CPG / FMCG
Technology
Education
Government Services
Others
Source: Millennial Media, 2012.
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4. 2012 Mobile Advertising Trends :
Campaign Engagement Methods
MARCH 2013
Post-Click Campaign Action Mix
CHART E
40%
30%
37%
29%
20%
19%
10%
16%
18%
0%
APPLICATION
DOWNLOAD
ENROLL / JOIN /
SUBSCRIBE
MCOMMERCE
SOCIAL MEDIA
9%
21%
9%
PLACE CALL
RETAIL
PROMOTION
SITE SEARCH
STORE LOCATOR /
VIEW MAP
16%
WATCH VIDEO
Source: Millennial Media, 2012. Data is based on the Top 3,000 campaigns on Millennial Media’s Platform in 2012.
Insights:
Store Locator / View Map was included as a Post-Click
Campaign Action in 21% of campaigns on our platform
in 2012 (Chart E). Restaurant advertisers utilized the
unique Store Locator / View Map function mobile
provides. A consumer’s location was pinpointed
through a maps application and then showed the
proximately to brand locations.
In 2012, 16% of all advertisers on the Millennial Media
platform integrated m-Commerce experiences into
their campaigns (Chart E). Entertainment advertisers
created campaigns that promoted new motion picture
or DVD releases and then provided a link to purchase
tickets or the DVD.
Brand Awareness represented 14% of Advertisers’
Campaign Goals on our platform in 2012 (Chart F). Travel
advertisers ran mobile campaigns aimed to keep their
brand name top of mind with consumers to drive hotel
stays and trip planning.
In 2012, Site Traffic made up 14% of all Advertisers’
Campaign Goals (Chart F). Car Manufacturers heavily
utilized the “learn more” or “site search” functions in their
campaigns to drive consumers to their webpages
where they could explore the many vehicles and
features offered.
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Advertisers’ Campaign Goals
CHART F
10%
12%
39%
12%
14%
Sustained In-Market Presence
Brand Awareness
Site Traffic
Product Launch/Release
Registrations
Increased Foot Traffic
Source: Millennial Media, 2012.
Data is based on the Top 3,000 campaigns on
Millennial Media’s Platform in 2012.
14%
Site Traffic increased 13% year-over-year as more advertisers
wanted to drive consumers to learn more about their brand.
Did You Know?
40%
of CPG / FMCG campaign spend
on our platform included some
form of location-based targeting.
Source: Millennial Media, 2012.
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5. 2012 Mobile Audience Trends
MARCH 2013
Top Targeted Audiences
CHART G
Moms
DIYers
Vacationers
Avid
Shoppers
Mobile
Switchers
Business
Travelers
Small Business
Decision Makers
Gadget Geeks
In-Market
Auto Buyer
IT Decision Makers
Source: Millennial Media, 2012.
Insights:
Brand advertisers on our platform leveraged
audience targeting technology to make sure their
messages were delivered to the right consumers at
the right time. Of the audiences targeted by brand
advertisers on our platform in 2012, the 10 most
often targeted audiences are shown in Chart G.
Moms were the 10th most targeted audience by
brand advertisers on our platform in 2012 (Chart G).
Moms are an increasingly active mobile audience,
and were most frequently targeted on our platform
in Q3 as Moms prepared their kids to go back to
school for a new year.
On the Millennial Media platform in 2012, Small
Business Decision Makers were the 5th most
frequently targeted audience (Chart G). Small
Business Decision Makers were often targeted in
the first and fourth quarters of the year, likely
around fiscal year budget spending needs.
In 2012, Avid Shoppers were the 6th most targeted
audience on our platform (Chart G). Avid Shoppers
were most frequently utilized as an audience
targeting segment by Retail advertisers in Q4, likely
in preparation for the holiday shopping season.
CAMPAIGN HIGHLIGHT:
ADIDAS
GOAL:
Drive foot traffic to New York City’s Penn
Station to view an Adidas “Light You Up”
promotional light show.
STRATEGY:
Adidas, in collaboration with Mullen’s
mediahub, worked with Millennial Media to
target mobile users and invite them to a
light show event featuring Argentinian
soccer player Lionel Messi, while promoting
the launch of the new Adidas Adizero F50
soccer cleat.
Adidas utilized Millennial Media’s targeting
capabilities to reach thousands of mobile
device users, across platforms, within a
3-mile radius of Penn Station in the hours
prior to the event.
“With the addition of mobile advertising for the “Light You Up” event
promotion, Adidas was able to reach local users with a relative and time
sensitive message and drive foot traffic to the event.”
~ Gina Preziosa, VP, Group Media Director, mediahub/Mullen
To download the full campaign summary, visit
www.millennialmedia.com/advertise/campaign-successes
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6. 2012 Device & Developer Trends
MARCH 2013
2012 Device Introductions
CHART I
Nokia Lumia 900
JANUARY 2012
HTC One X
APRIL 2012
Samsung Galaxy S3
MAY 2012
Kindle Fire HD
SEPTEMBER 2012
Google Nexus 7
JUNE 2012
Samsung Galaxy Note II
SEPTEMBER 2012
Apple iPhone 5
SEPTEMBER 2012
Nokia Lumia 920
NOVEMBER 2012
Apple iPad mini
NOVEMBER 2012
Windows Surface Tablet
OCTOBER 2012
Source: Public news outlets, 2012.
Highlights of Device & Developer Trends:
In 2012, dozens of new smartphone and tablet devices entered
the mobile market, in addition to new versions of existing devices.
Chart I highlights a few of the key new devices that were
introduced into the mobile market in 2012. In November 2012, the
iPad mini entered the market as Apple’s first 7-inch tablet. The
Samsung Galaxy Note II was released in Q3 of 2012, an upgrade to
the original Galaxy Note, one of the first mobile phones considered
a smartphone/tablet hybrid, which some term a “phablet.”
Games were the number one application category on our
platform in 2012, maintaining the position from 2011 (Chart H),
mirroring that of app stores, such as iTunes and Google Play.
Top 10 Application Categories
Ranked by Impressions
CHART H
2012
1
2
3
4
5
6
7
8
9
10
CATEGORIES
Games
Music & Entertainment
Mobile Social Media
Communications
Productivity & Tools
Science & Technology
Sports
News
Books & Reference
Weather
2011
1
2
3
4
8
–
6
5
–
7
Source: Millennial Media, 2011-2012.
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7. 2012 Developer Trends
MARCH 2013
OS Mix
Ranked by Impressions
CHART J
2012
3% 1%
Device Mix
Ranked by Impressions
CHART L
CHART K
2% 1%
16%
2011
2011
2012
32%
15%
20%
16%
47%
48%
CHART M
5%
33%
Android
iOS
BlackBerry OS
Windows
Symbian
Source: Millennial Media, 2011-2012.
Highlights of Device & Developer Trends:
In 2012, the OS mix on our platform remained relatively
unchanged from 2011 (Charts J & K). The Android operating
system led the OS mix on our platform, representing 48% of
impressions. iOS was the second largest OS on our platform in
2012 with 32% of the impression share.
Non-Phone Connected Devices increased five percentage
points year-over-year to represent 20% of impressions we saw
on our platform (Charts L & M). The growth of this category is
largely attributed to the increased adoption of tablet devices.
For more information, visit: www.mmedia.com
68%
Smartphones
Feature Phones
Non-Phone Connected Devices
Source: Millennial Media, 2011-2012.
Smartphone data does not include what could be considered Smartphones
running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu.
Top 5 Tablets
Ranked by Impressions
CHART N
3
2
1
Apple iPad*
Samsung Galaxy Tab*
Amazon Kindle Fire*
5
4
In 2012, Finance, Dating, and Entertainment were the top
three brand verticals using our self-serve tool mMedia.
17%
75%
Acer Iconia
Motorola Xoom
* Ranked in the top 20 among all mobile devices.
Source: Millennial Media, 2012.
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8. S.M.A.R.T.™ Glossary of Terms
MARCH 2013
Mobile Audience Solutions – Targeting solutions built using Millennial Media’s proprietary technology and access to diverse
volumes of data. Millennial Media’s platform accesses and analyzes data – Location, Social, Interest and Mobile – to provide a unique,
multi-dimensional view of individual profiles. We call this our Relevance Graph. This view gives us deep insight into what is relevant to
individuals at any given moment. Because the Millennial Media platform operates in real-time, the Relevance Graph, is responsive to
every shift in data, continually refreshing audience segments for our Mobile Audience Solutions as individual interests, activities and
needs change.
Cross-Platform – Pertaining to multiple devices (smartphones, tablets, feature phones, non-phone connected devices), carriers (AT&T,
Verizon, Vodafone, etc.), or platforms (iOS, Android, BlackBerry, Windows Phone, 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.
Developer – Provider/creator of mobile applications and sites. Developers range from large entities (brands, portals, news sites, etc.)
to individuals who focus on just a handful of 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.
Interactive Video – A high-impact 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.
Non-Phone Connected Device – A non-phone mobile device. This includes tablets, gaming devices, e-readers, MP3 players, etc.
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.).
SDK – Software Development Kit. A tool that enables developers to seamlessly integrate mobile advertising into their applications,
thus monetizing their apps. Developer partners on Millennial Media’s platform download and integrate our SDKs (available for a variety
of operating systems – iOS, Android, Windows Phone, 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 offers the user more
advanced capabilities beyond just voice and mobile web access.
Vertical – The classification of advertisers by industry.
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9. Summary & Reporting Methodology
MARCH 2013
About Millennial Media
Millennial Media is the leading independent mobile advertising and data platform. Our technology, tools and services help
app developers and mobile website publishers maximize their advertising revenue, acquire users and gain audience insights.
Our platform also enables us to offer advertisers powerful Mobile Audience Solutions (MAS) that utilize our significant scale,
sophisticated targeting and uniquely engaging creative capabilities to deliver meaningful results.
About S.M.A.R.T.™
The Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ delivers regular insights on key trends in mobile
advertising based on actual campaign and platform data from Millennial Media.
Visit www.millennialmedia.com/mobile-intelligence 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.
©2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.
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