Mm Smart q2 2011final Report

8/6/2019 Mm Smart q2 2011final Report

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The Global Mobile Landscape

Visit www.millennialmedia.com/researchto sign up

Q2 2011

Driving the mobile ecosystem forward has been central to our company mission since we were founded more than fiveyears ago. This Q2 Quarterly SMART issue marks the 50th mobile intelligence report we have released since we producedour very first SMART report in March 2009. In addition to our monthly Mobile Mix and SMART reports, we also publishMobile 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 Revenue by Region, WorldwideIn Millions of DollarsCHART A

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

North America

Western Europe

Asia/Pacific and Japan

Rest of the World

Total

304.3

257.1

868.8

196.9

$1,627.1

2010

701.7

569.3

1,628.5

410.4

$3,309.9

2011

5,791.4

5,131.9

6,925.0

2,761.7

$20,610.0

2015

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

Did You Know?

MILLENNIAL MEDIAS 50TH

MOBILE INTELLIGENCE REPORT

MOBILE ADVERTISING GROWTH

In June 2011, Gartner projected that the

worldwide market for mobile advertisingwould double in 2011 from 2010 to $3.3billion (see Chart A). The opportunity forbrand marketers and developers to takeadvantage of the mass consumer adoptionof Smartphones and media tablets is now.


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Mobile Vertical Spending in Q2

Q2 2011

Six verticals experienced triple digit growth or greater year-over-year.Four out of the six verticals featured in the Vertical Explosion were allconsistently on the Top 10 Advertising Vertical Ranking since Q2 2010.The Pharmaceutical vertical has only been on the Top 10 AdvertisingVertical Ranking once to date, yet experienced explosive growth of426% year-over-year (Chart C). This is an indication that moreadvertisers are moving out of the test phase of mobile and starting tomake 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. AdvertisingVertical Ranking (Chart A), and moved to the number eight positionon the Top 10 International Advertising Vertical Rankings in Q2 (ChartB). Advertisers in the Retail & Restaurants vertical leveraged mobile tocreate awareness of seasonal retail promotions.

The Finance vertical placed in the number three position and thenumber five position on the Top 10 U.S. and International AdvertisingVertical 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 rancampaigns to raise the awareness of their products and services.

Travel moved up three spots on both of the Top 10 Advertising VerticalRankings in Q2, ranking in the number six (U.S.) and the number three(International) positions (Charts A & B). Year-over-year, Travel increased145% (Chart C). Travel advertisers leveraged mobile to driveapplication downloads in Q2. Travel applications have evolved frominformation and research tools to include transactional functionality.

Q2 Insights:

Source: Millennial Media, Q2 2011.

Top 10 U.S. Advertising VerticalsQ2 2011 Ranked by SpendCHART A

RETAIL & RESTAURANTSTELECOMMUNICATIONSFINANCEENTERTAINMENTAUTOMOTIVETRAVELDATINGCPGPORTALS & DIRECTORIES

PHARMACEUTICALS

123456789

10

RANK CATEGORIES

Top 10 International Advertising VerticalsQ2 2011 Ranked by SpendCHART B


PORTALS & DIRECTORIESEDUCATIONTRAVELENTERTAINMENTFINANCETELECOMMUNICATIONSDATINGRETAIL & RESTAURANTSAUTOMOTIVE

TECHNOLOGY

123456789

10

RANK CATEGORIES


VERTICALS GROWTH

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

FINANCE

RETAIL & RESTAURANTS

PHARMACEUTICALS

AUTOMOTIVE

ENTERTAINMENT

TRAVEL

1095%

956%

426%

236%

234%

145%

Who mobile retail consumers are and what mobileshopping behaviors they exhibit.

What retail brands are doing in mobile now.

How brands can navigate mobile to reach and engageconsumers when it matters most.

MOBILE INTEL SERIES: RETAIL PROVIDES MOBILINSIGHTS FOR RETAIL BRANDS, INCLUDING:

Download this special report athttp://www.millennialmedia.com/research/


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Brand advertisers increasingly used mobile to drive brand awareness withan enhanced adoption of mobile video advertising as a tool to achieve thisgoal. From Q1 2011 to Q2 2011, the number of campaigns which focusedon driving awareness increased 56%, from 9% to 14% (see Chart A).

Advertisers continued to aggressively utilize local market targetingstrategies on mobile. Brand advertisers leveraged the efficiency of mobileto 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).

Brands further utilized mobile as a mass media solution. Mobile enabled

these brands the ability to target audiences at scale, while also providingpersonal, relevant ads.

TOP 3 ADVERTISER TRENDS OF Q2


Q2 2011

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

Advertisers Campaign GoalsQ2 2011CHART A

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

28%

28%

17%

14%

9%

4%

Q2 Mobile Advertiser Trends Mobile Usage & Campaign Goals

The Top Campaign Goal in Q2 was Sustained In-MarketPresence, which made up 28% of the AdvertisersCampaign Goal Mix (Chart A). Brands with the goal ofSustained In-Market Presence drove applicationdownloads to engage consumers and drive re-use oftheir products and services.

In Q2 2011, InsightExpress Digital Consumer Portraitresearched the time Smartphone owners spent doingvarious 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 consumerstime was spent on mobile devices in the home.Smartphones are replacing or being used in tandemwith other electronic devices in the home to browsethe internet and entertain Smartphone owners bylistening to music or watching videos.

Q2 Insights:

Mobile is the first truly mass media. There are over

three times the number of mobile subscribers 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, Razorfish (July 2011)

Source: InsightExpressDigital Consumer Portrait Study, Q2 2011.

Smartphone Usage TrendsPercent of Time Spent Using Smartphone at Home vs. On-the-GoInsightExpress, Q2 2011CHART B

0

20

40

60

80

100

SOMEWHEREELSEAT HOME

USE THEINTERNET

USEMOBILE

APPS

PLAYMOBILEGAMES

LISTENTO MUSIC

WATCHVIDEOS

59%

41%

72%

28%

55%

45%

58%

42%

49%

51%


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Advertisers using Targeted Audience reach campaignmethods (Local Market Audience, Demographic Audience,and Behavioral Audience) represented 45% of the CampaignTargeting Mix in Q2 (Chart A).

Broad Reach targeting methods (Run of Network, CustomSubnet and Channel) represented 55% of the CampaignTargeting Mix in Q2 (Chart A). Automotive and Travel brandscreated broad reach awareness campaigns in anticipation ofthe summer buying and travel seasons.

Local Market Audience targeting experienced a 5% increasequarter-over-quarter and represented 44% of the TargetedAudience Mix in Q2 (Chart B). Advertisers in the Finance andRestaurant verticals leveraged Local Market Audiencetargeting to increase awareness of local promotions and drive

customers to their brick and mortar locations.

Demographic Audience targeting represented 43% of theTargeted Audience Mix and was the second largest targetingmethod utilized in Q2 (Chart B). Insurance brands usedDemographic Audience targeting to target customers whowould likely be interested in their products or services, whileRetail brands used Demographic Audience targeting to reachcustomers who were likely to make a purchase during theMoms, Dads and Grads shopping seasons.

Q2 Insights:

Campaign Targeting MixQ2 2011

Targeted Audience MixQ2 2011

Source: Millennial Media, Q2 2011.Local Market is defined 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.


55%BROAD REACH

45%TARGETEDAUDIENCE

REACH

44%

43%

13%

LOCAL MARKET AUDIENDEMOGRAPHIC AUDIENBEHAVIORAL AUDIENCE

CHART A CHART B

Q2 2011

Q2 Mobile Advertiser Trends Campaign Targeting Methods

To celebrate the release of our 50th mobileintelligence report, we are highlighting some of thelargest shifts in mobile advertising behavior since wereleased our first S.M.A.R.T. Report in March 2009.

In the past two years, there has been a seismic shift in howadvertisers have leveraged mobile. Marketers have heavilyincreased the usage of targeted audience reach methods,demonstrated by the growth of Demographic Audience andLocal Market Audience targeting, which have both grown from1% of all campaigns run to 19% and 20%, respectively.

A LOOK BACK AT THEFIRST S.M.A.R.T. REPORT

Targeting Mix, 2009-2011(Percent of Total Campaigns)

DEMOGRAPHIC

19%

LOCAL MARKET

20%DEMOGRAPHIC

1%

LOCAL MARKET

1%

Source: Millennial Media, Q2 2011/ March 2009

20112009


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GOAL:Drive app downloads and iTunes sales from the Patagonia Music Collectivewith a new interactive mobile video campaign.

STRATEGY:Promote the Patagonia Music Collective to eco-friendly consumers with aninteractive mobile video ad featuring a song from popular artist MedeskiMartin & Wood. The ads interactive buttons were selected by Patagonia todrive the specific actions that best achieved their campaign objectives. TheDownload button let consumers download the official Patagonia MusicApp, the Buy button allowed them to buy a song directly from iTunes,and the Replay button allowed users to restart the video.

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

specific goals.

CAMPAIGN HIGHLIGHT: PATAGONIA INTERACTIVE MOBILE VIDEO CAMPAIGN


Q2 2011

Q2 Mobile Advertiser Trends Spotlight on Interactive Mobile Video

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 onMillennial Medias video ads doubled.

Customers who viewed the interactive mobile video ads selected the Replay button2x more than any other button.

Advertisers who created interactive mobile video ads most frequently included thefollowing interactive buttons:

DOWNLOAD THE FULLCAMPAIGN SUMMARY NOW!www.millennialmedia.com/research/campaign-summaries

Implementing video helped us immediatelygrab 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

SHARE

WEB

BUY

Drives viral benefits via social media.

Sends customers to a mobile web destination to fulfill a variety of advertising objectives

Enables mCommerce capabilities, activating product consideration and purchase.


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A LOOK BACK AT THEFIRST S.M.A.R.T. REPORT

0

5

10

15

20

25

30

35

40

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

RETAILPROMOTION

ENROLL/JOIN/

SUBSCRIBE

STORELOCATOR

VIEWMAP

WATCHVIDEO

PLACECALL

APPLICATIONDOWNLOAD

SITESEARCH

MCOMMERCE MOCIALMOBILE SOCIAL

MEDIA

Campaign Destination MixQ2 2011CHART A

TRAFFIC TO SITECUSTOM LANDING PAGEAPPLICATION DOWNLOAD

25%

52%

23%


Application Download grew 9% quarter-over-quarter andrepresented 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 whilereinforcing their brands. The Travel and Retail verticals have ledother verticals in creating applications that make it easy forcustomers to research and transact on-the-go.In Q2, View Map grew 28% quarter-over-quarter as a Post-ClickCampaign Action (Chart B). Advertisers in the Automotive andTelecom brands leveraged mobile in Q2 to promote new productlaunches and drive customers to dealerships and retail outlets tocomplete their purchases.

Retail Promotion experienced a 20% increasequarter-over-quarter, with 26% of the Post-Click Campaign Action

Mix in Q2 (Chart B). CPG and Retail & Restaurant advertisersutilized Retail Promotion as a Post-Click Campaign Action toengage customers and drive sales during the Moms, Dads andGrads shopping season.

Mocial (Mobile Social Media) grew 5% quarter-over-quarter andrepresented 19% of the Campaign Destination Mix in Q2 (Chart A).In Q2, Telecom, Entertainment and CPG brands used mobilecampaigns to drive awareness of their social media promotionsand contests.

Q2 Insights:

Q2 2011

Q2 Mobile Advertiser Trends Campaign Engagement Methods

Post-Click Campaign Action MixQ2 2011CHART B

29%

40%

19%

37%

26%

16%

20%

15%18%

12%

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.

In the past two years, mobile ad campaigns have evolved tobecome 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.

Campaign Actions & Destinations

Source: Millennial Media, Q2 2011/ March 2009

VISIT SITE WATCH VIDEO CLICK 2 CALL / PLACE CALL

APPSTORE /APP DOWNLOAD

0%

10%

20%

30%

40%

50%

60%

15%

52%

6%

18%3%

23%

1%

37%

Q2 2011Q1 2009


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Q2 2011

Q2 Developer & Publisher Trends

Top 10 Global Application CategoriesBy Impressions Q2 2011CHART A


GAMESMUSIC & ENTERTAINMENTMOCIAL MOBILE SOCIAL NETWORKINGCOMMUNICATIONSWEATHERNEWSSPORTSHEALTH & FITNESS

TRAVEL & LOCALSCIENCE & TECHNOLOGY

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10

RANK CATEGORIES

Developers reinvested more of their earnings intomobile advertising to drive more app downloads.More downloads delivered more impressions,resulting in more revenue through advertising.

Mobile video advertising became mainstream inapplications. Developers capitalized on the rich,engaging experiences interactive video adsdelivered to their users.

From indie to top game developers, a wide variety ofthe developer community embraced advertising asa monetization strategy.

TOP 3 DEVELOPER / PUBLISHERTRENDS OF Q2

Travel experienced a 57% growth quarter-over-quarter inapplication impressions (Chart A). In Q2 2011, there was a largeincrease in usage of applications related to air travel and masstransit/tourism guides.

In Q2, Smartphones grew 8% quarter-over-quarter and led theSmartphone, Feature Phone & Connected Device mix with67% of impressions.

Connected Devices experienced a 13% growthquarter-over-quarter and accounted for 17% of theSmartphone, Feature Phone & Connected Device mix in Q2.

Android maintained its position as the leading Smartphone OSImpression Mix on our network in Q2, with 53% of impressions.

iOS grew 4% quarter-over-quarter and represented 27% of theSmartphone OS Impression Mix in Q2. iOS is expected to seeincremental growth with the release of the iPhone 5 in Q3 2011.

Highlights of Device & Developer Trends

Visit www.mmdev.com to learn more.

An expanded version of ourdeveloper portal is now available.Its packed with new features andtools to help developers manageand 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.

NEW FEATURES NOW AVAILABLE!

House ads provide a free and easy way todrive more downloads and revenue.To start promoting your app today,

visit http://www.mmDev.com

Did You Know?


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Devices JuneRank Type

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

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

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%

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Source: Millennial Media, 6/11.

Devices March Type

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

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%

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


Top 20 Mobile Phones, 2009-2011Ranked by Impressions


Q2 2011

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

Rank

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

Top 10 Manufacturers, 2009-2011All Devices Ranked by Impressions

Samsung

LG

Apple

Motorola

Research In Motion (RIM)

Sony

Danger

HTC

Palm

Nokia

21.60%

12.52%

11.35%

10.50%

9.82%

7.63%

7.54%

4.97%

2.96%

2.45%

1

2

3

4

5

6

7

8

9

10

Rank Manufacturers March


1

2

3

4

5

6

7

8

9

10

Apple

Samsung

Research In Motion (RIM)

HTC

Motorola

LG

Nokia

HUAWEI

Sanyo

SonyEricsson

30.76%

14.94%

11.76%

9.92%

9.14%

7.50%

2.70%

2.52%

0.80%

0.72%

Rank Manufacturers June


2009 20


15%

14%

60%

11%

Touch ScreenTouch & QWERTY

QWERTYKeypad


36%

27% 33%

4%

Touch Screen

Touch & QWERTYQWERTYKeypad

Device Input Mix, 2009-20112009

2011

2009 201

Top 3ConnectedDevices, 2011Ranked by Impressions


1

AppleiPod Touch

2

AppleiPad

3

SamsungGalaxy Ta


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Q2 2011

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

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 define where advertisers are sending consumers from their ads to view more content. Based uponthousands of campaigns, we find that campaigns drive to three primary destinations: Traffic 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), carr iers (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 oftheir 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 individualswho focus on just a handful of applications. Along with publishers, developers inventory is where advertisers ads run. Developers are to Appas publishers are to WAP.

eCPM Also Effective CPM or Effective cost per thousand impressions. Used as a performance measure to estimate earnings for everythousand 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 ofgranularity. (Previously classified 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 theirown 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, thusmonetizing their app. Developer partners on Millennial Medias platform download and integrate our SDKs (available for a variety of operatingsystems 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 offers the user moreadvanced capabilities beyond just voice and mobile web access.Vertical The classification of advertisers by industry.


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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 theMobile 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 [email protected].

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

Summary & Reporting Methodology


Q2 2011


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

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Mm Smart q2 2011final Report