A Special Year-in-Review Edition of the S.M.A.R.T.™ Report

2. CAMPAIGN HIGHLIGHT:
INTREPID
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visit www.millennialmedia.com/brands
GOAL:
Raise awareness and drive donations for
the“Make ItVisible”campaign which
builds clinics for U.S. veterans suffering
from PTSD and other effects of war.
STRATEGY:
The Intrepid Fallen Heroes Fund and MEC
partnered with Millennial Media to reach
millions of mobile consumers to drive
awareness and gain support for the
initiative. Intrepid utilized a clear
call-to-action asking consumers to
“Donate Now”and contribute to the fund.
“The mobile space enabled us to take the“Make ItVisible”campaign and
connect with an always-on mobile audience that is constantly looking for
ways to stay connected and in-the-know. Millennial allowed us take our
campaign strategy to the next level by reaching a broad audience full of
passionate consumers who like to take action and help a great cause!”
~ DavidWinters, President, Intrepid Fallen Heroes Fund
Source: Millennial Media, 2012 & 2013.
Entertainment was the number one vertical on our platform
in 2013, up from number two the previous year (Chart A).
Entertainment advertisers, such as movie studios, television
networks, and video games ran mobile campaigns
throughout the year in order to drive tune-in and brand
awareness of their shows and products.
Consumer Goods was the fifth largest vertical on our
platform in 2013, growing spend 134% from the previous
year (Charts A & B). Since Consumer Goods products are
purchased in a third-party retail location, advertisers in this
vertical most often run Brand Awareness campaigns in order
to help increase in-store consumer recall of their products.
Pharmaceuticals moved up into the top ten verticals on our
platform this year at the number nine position, after growing
139% year-over-year (Charts A & B). Due to the complexity
and nature of their products, Pharmaceutical advertisers
most often utilize site search actions in their campaigns that
drive consumers to mobile web or landing pages where
more information can be featured.
Six verticals experienced triple-digit growth in campaign
spend on our platform this year (Chart B), four of which are
not in theTop 10 Global BrandVerticals (Chart A).This set of
emerging verticals has grown their investment in mobile
advertising throughout the year by not only increasing the
number of campaigns they run, but also by including more
advanced features in them.
2
MARCH 2014
VERTICALS GROWTH
Vertical Explosion
Year-Over-Year Spend – 2013 / 2012
CHART B
SPORTS
EMPLOYMENT
ENERGY & POWER
NONPROFIT & CHARITIES
PHARMACEUTICALS
CONSUMER GOODS
489%
209%
196%
170%
139%
134%
Top 10 Global BrandVerticals
Ranked by Spend
CHART A
ENTERTAINMENT
RETAIL
TELECOMMUNICATIONS
FINANCE
CONSUMER GOODS
AUTOMOTIVE
TRAVEL
TECHNOLOGY
PHARMACEUTICALS
EDUCATION
1
2
3
4
5
6
7
8
9
10
2013
2
1*
3
4
6
5
7
8
NR
9
2012CATEGORIES
*Retail was previously reported as a combined vertical, Retail & Restaurants.
Source: Millennial Media, 2012 & 2013.
Global MobileVertical Spending in 2013
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3. 3
SITESEARCH
Post-Click Campaign Action Mix
CHART C
ENROLL/JOIN/
SUBSCRIBE
STORELOCATOR/
VIEWMAP
WATCHVIDEOAPPLICATION
DOWNLOAD
MCOMMERCEDYNAMIC
FUNCTIONS
0%
5%
10%
15%
20%
25%
30%
35%
40%
SOCIALMEDIA
Source: Millennial Media, 2012 & 2013.
2013 2012
PLACECALL RETAIL
PROMOTION
In 2013, 34% of all platform campaigns integrated an app
download action (Chart C).This year advertisers really
strengthened their mobile presence, which often included a
branded application. Advertisers then utilized mobile
advertising campaigns in order to drive consumer downloads
and usage of these new or updated apps.
WatchVideo actions were included in 18% of all platform
campaigns in 2013, up two percentage points from 2012
(Chart C).Video actions were utilized across every vertical, such
as trailers included in Entertainment campaigns or television
commercials for Automotive brands repurposed to mobile.
Dynamic Functions, such as swipe, shake, tilt, and add to
calendar were included in 7% of campaigns on our platform in
2013 (Chart C).These actions were not included in our
research reports in 2012, but have grown in popularity as more
advertisers integrate these advanced functions. Advertisers
leveraged these features, which are often tied to native
functions of the device, to drive increased consumer
engagement.
A list of the verticals most frequently using a post-click action
are shown in Chart D. Retail advertisers were the most frequent
users of a number of post-click actions, including Retail
promotion and Dynamic Functions. 29% of all Retail
campaigns included the store locator / view map action in
their campaigns, in order to help drive consumers into
brick-and-mortar locations. More than half of all Entertainment
campaigns included a watch video action, most likely
previewing a movie orTV show premiere.
2013 Global Mobile AdvertiserTrends:
Campaign Engagement Methods
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MARCH 2014
29%29%
37%
19%
16%
21%
16%
34%
8%
13%
18%
8%
12%
18%
9%
4%
9%10%
Verticals Most Frequently Using an Action
CHART D
Source: Millennial Media, 2013.
App Download
Dynamic Functions
Enroll/Join/Subscribe
m-Commerce
Place Call
Retail Promotion
Site Search
Social Media
Store Locator/View Map
WatchVideo
Entertainment
Retail
Finance
Retail
Telecommunications
Retail
Automotive
Consumer Goods
Retail
Entertainment
32%
14%
27%
45%
19%
24%
76%
19%
29%
53%
POSTCLICK ACTION VERTICAL FREQUENCY
NR
7%

4. Source: Millennial Media, 2012 & 2013.
CAMPAIGN HIGHLIGHT:
UNIVERSAL PICTURES
GOAL:
To promote the release of EndlessLove
onValentine’s Day weekend targeted
at a younger, female audience.
STRATEGY:
Universal collaborated with Aviary, a
leading photo-editing app, and
Millennial Media to recreate the film’s
fight-for-love message into an
engaging in-app consumer
experience.The“PhotoValentine”
campaign provided a mobile canvas
for creating and sharing custom photo
valentine’s inspired by the film.
4
Site/MobileTraffic was the goal of 30% of the campaigns on the
Millennial Media platform in 2013 (Chart E).These campaigns
included brand campaigns that drove a user to a mobile web,
app, or landing page where more actions could be taken.
In 2013, 22% of all campaigns on our platform had the goal of
driving Brand Awareness for an advertiser, an increase of eight
percentage points from the previous year (Chart E).Videos are
frequently used to drive awareness and recall across all verticals.
Advertisers in the Government Services vertical, such as military
or local services, frequently leveraged video to share information
with the public.
A list of the verticals most often using a campaign goal is listed
in Chart F.The Finance vertical most frequently ran campaigns
with a goal of consumer registrations (30% of Finance
campaigns), such as getting an insurance quote or signing up
for more info on a mortgage. 47% of Consumer Goods
campaigns were Brand Awareness campaigns, which coincides
with a high use of video.
The Retail vertical was the most frequent user of two campaign
goals: Site/MobileTraffic and Increased FootTraffic. 35% of
campaigns focused on Increased FootTraffic goals by Retail
advertisers were looking to drive consumers into store locations.
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MARCH 2014
2013 Global Mobile AdvertiserTrends:
Campaign Engagement Methods
Sustained In-Market Presence
Site/MobileTraffic
Brand Awareness
Increased FootTraffic
Registrations
Product Launch/Release
2013 2012
39%
14%14%
10%
12%
12%24%
30%22%
10%
9%
5%
Advertisers’Campaign Goals
CHART E
Verticals’Most Frequent Campaign Goals
CHART F
Source: Millennial Media, 2013.
Sustained In-Market Presence
Site/MobileTraffic
Brand Awareness
Increased FootTraffic
Registrations
Product Launch/Release
Dating
Retail
Consumer Goods
Retail
Finance
Entertainment
33%
43%
47%
35%
30%
20%
GOAL VERTICAL FREQUENCY
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5. Impact on Click-Through RateWhen Using Rich Media &Video Ads,
as compared to Standard Banners
ByVertical
CHART G
Source: Millennial Media, 2013.
+260%
+350%
+250%
+180%
+170%
+240%
+290%
+200%
+350%
+260%
AUTOMOTIVE
CPG
EDUCATION
ENTERTAINMENT
FINANCE
PHARMACEUTICALS
RETAIL
TECHNOLOGY
TELECOMMUNICATIONS
TRAVEL
CAMPAIGN HIGHLIGHT:
OLYMPUS
GOAL:
With the release of the Olympus
ToughTG-2 iHS freeze proof, shock
proof, and water proof camera,
Olympus aimed to show the
camera to active, adventurous men
though a mobile experience.
STRATEGY:
Together with Mediahub/Mullen
and Millennial Media, Olympus
leveraged interactive creative units
and video solutions, with three
types of audience targeting, to
engage active men ages 35-44.
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Mobile ads have the ability to use interactive, animated, and native
function features to create engaging experiences for the user.These
include such features as gamification, swipe galleries, voice
recognition, video, integrated location, and beautiful animations.
While not all campaigns include these functions in their mobile
campaigns, those that do see higher effectiveness metrics from their
ads. Chart G shows the average increase in CTR of rich media and
video ads as compared to standard image banners for each vertical.
Automotive rich media and video ads saw an average of 3.5 times
the CTR of standard banners (Chart G). Automotive advertisers often
use video in their campaigns to show the car in action, or dynamic
ads that allow a consumer to swipe through different vehicle
models.
Consumer Goods rich media and video ads saw an average of 2.6
times the CTR when compared to standard banner ads in the
vertical (Chart G).These advertisers often use video and interactive
games to drive brand awareness and recall.
Rich media and video ads run by Education advertisers saw 3.5
times greater CTR than standard banners (Chart G). Education
brands used animation, short quizzes, and video to get consumers
thinking about their learning needs and resulting careers.
MARCH 2014
2013 Global Mobile AdvertiserTrends:
Ad Formats
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6. 2013 Device Introductions
CHART H
MicrosoftWindows Surface Pro 2
OCTOBER 2013
Kindle Fire HDX
OCTOBER 2013
HTC One Max
OCTOBER 2013
Apple iPad Air
NOVEMBER 2013
Samsung Galaxy S4
APRIL 2013
HTC One
MARCH 2013
Nokia Lumia 1020
JULY 2013
Samsung Galaxy Note 3
SEPTEMBER 2013
Sony Xperia Z Ultra
JULY 2013
iPhone 5s & 5c
SEPTEMBER 2013
LG Optimus G Pro
MAY 2013
Nokia Lumia 925
JUNE 2013
Source: Public news outlets, 2013.
2013 Device & DeveloperTrends
Whether upgrades to a familiar model or totally new in concept, dozens of
new devices entered the mobile market in 2013. Chart M highlights a few of
the key new devices that were introduced to consumers. Apple introduced a
number of new products in 2013, including two new versions of the iPhone
(the 5s and 5c), the iPad air, and a new version of its operating software, iOS 7.
Games were the number one application category on our platform in 2013,
maintaining the position from 2012 and 2011 (Chart I). Communication apps
have grown in popularity in the last year, and moved up to the third largest
category on our platform this year. Books & Reference applications were the
other category that saw big growth in 2013, moving up three positions to
the sixth largest app category on our platform.
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MARCH 2014
1
2
3
4
5
6
7
8
9
10
1
2
4
5
3
9
8
NR
10
7
CATEGORIES
Games
Music & Entertainment
Communications
Productivity &Tools
Mobile Social Media
Books & Reference
News
Dating
Weather
Sports
Top 10 Application Categories
Ranked by Impressions
CHART I
Source: Millennial Media, 2012 & 2013.
2013 2012

7. Source: Millennial Media, 2012 & 2013.
2013 2012
Source: Millennial Media, 2012 & 2013.
2013 2012
Android
iOS
BlackBerry OS
Windows
Symbian
Smartphones
Non-Phone Connected Devices
Feature Phones
OS Mix
Ranked by Impressions
CHART J
Device Mix
Ranked by Impressions
CHART K
This report takes a closer look at the
app economy.Through a survey of
app developers and publishers, this
report features insights into
monetization trends, as well as
developers’goals and priorities for
last year and this coming year.The
report also captures what
developers are designing for and
the platforms on which they see
their impressions.
To download the report, visit:
http://www.millennialmedia.com/mobile-intelligence/special-reports/
OUR 2014
STATE OFTHE APPS
REPORT IS
NOW AVAILABLE
7
2013 Device & DeveloperTrends
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MARCH 2014
72%
24%
4%
75%
20%
5%
54%
38%
7%
1% 1%3%
48%
16%
32%
In 2013, the mix of operating systems on our platform
continued to shift towards Android and iOS devices.
The Android operating system accounted for 54% of
platform impressions in 2013, up from 28% in 2012
(Charts J & K). iOS was the second largest operating
system on our platform, with 38% of the impression
share in 2013, up from 32% in 2012.
Impressions from Non-Phone Connected Devices
increased four percentage points to account for 24%
of platform impressions in 2013 (Charts L & M).Tablets
are the largest group of devices in this category, of
which four were in the top twenty devices on our
platform. Other connected devices such as smart
televisions, gaming systems, embedded in-car
systems, and wearables are poised for future growth.

8. *
AudienceTargeting – A strategy used by advertisers to deliver relevant messaging to specific target audiences. Built upon massive
volumes of diverse user, location, app, and 3rd party data, Millennial Media’s audience targeting uses a variety of targeting
techniques to reach audiences, including behavioral, local, contextual, demographic, retargeting, tactical, and content-based
solutions.
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.).
Rich Media – Advertising that deviates from standard display advertising in that it goes beyond an image file to include coded
features, such as it is interactive, engaging, or it breaks free of basic, accepted IAB-determined online standards.
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.
S.M.A.R.T.™ Glossary ofTerms
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MARCH 2014

9. About Millennial Media’s S.M.A.R.T.™
The Scorecard for Mobile Advertising Reach andTargeting (S.M.A.R.T.)™ delivers regular insights on key trends in mobile
advertising based on actual standalone 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 andTargeting (S.M.A.R.T.)™ report, and the Mobile Intel Series.
About Millennial Media
Millennial Media is the leading independent mobile advertising platform. The Company’s unique data asset and full
technology stack enable its demand and supply-side clients to garner meaningful results to drive their business. Based
on its mobile-first approach to data, technology, and audience targeting, Millennial Media is leading the market by
connecting consumers with relevant messages across screens. For advertisers looking to reach and engage with
consumers in powerful ways, Millennial Media offers a broad array of solutions, delivered through brand, performance,
and programmatic approaches. For developers and publishers, the Company offers a comprehensive set of managed
and automated services to maximize revenue.
For questions about the data in this report, or for recommendations for future reports, please contact us at
research@millennialmedia.com.
9
Summary & Reporting Methodology
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