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Millennial Media collaborated with DM2Events.com in an in-depth exploration of attitudes and spending
plans of leading marketers and publishers to help us offer benchmarks for attendees at our Sept. 17th
digiday:MOBILE conference. To complete, “The State of the Industry”, we surveyed 100 leading agencies to
compile an in-depth analysis of mobile advertising performance and forecasts of future spending. As the
mobile advertising industry continues to evolve, this data provides a critical view on where the industry
stands today: where the industry, is and is not, exceeding advertiser’s expectations and why advertisers are
planning to buy mobile in the future.