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Millennialmedia Special Report - June 2013


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Millennialmedia Special Report - June 2013

  1. 1. Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.™) Special Restaurant Report June 2013 #SMART
  2. 2. Global Mobile Vertical Spending JUNE 2013 Top 10 Global Advertising Verticals Vertical Explosion Ranked by Spend CHART A CATEGORIES Year-Over-Year Spend – Q1 2013/Q1 2012 CHART B Q1 2013 Q1 2012 1 2 3 4 5 6 7 8 9 10 3 1 2 4* 5 8 6 7 9 4* TELECOMMUNICATIONS ENTERTAINMENT FINANCE RETAIL AUTOMOTIVE CONSUMER GOODS TRAVEL TECHNOLOGY EDUCATION RESTAURANTS *Previously reported as a combined vertical. Source: Millennial Media, Q1 2013. VERTICALS GROWTH SPORTS 600% 264% NONPROFIT & CHARITIES ENERGY & POWER 261% EMPLOYMENT 231% 189% 188% GOVERNMENT SERVICES CONSUMER GOODS AUTOMOTIVE 109% 102% TELECOMMUNICATIONS Source: Millennial Media, Q1 2013. Report Change While the Retail & Restaurants verticals have traditionally been combined in our reports, these verticals will now be reported separately. We made this change to keep up with the evolving mobile advertising landscape. This quarter, you can find an in-depth look at the Restaurants vertical starting on Page 4. Telecom Tops in Q1 Telecommunications was the top vertical on our platform in Q1 (Chart A), growing campaign spend 102% from the same quarter a year ago (Chart B). Mobile carriers and device manufacturers ran video campaigns promoting new device launches. Beauty Product Innovation Consumer Goods was the sixth largest vertical spending on our platform in Q1 (Chart A), growing 188% year-over-year (Chart B). Cosmetics & Hygiene brands ran brand awareness campaigns that utilized a variety of interactive methods, such as swiping across and shaking the device to engage users. DID YOU KNOW? The UK and the US are the largest spenders in mobile advertising per consumer, spending $49 per mobile phone user in each country. As consumer adoption of mobile devices continues to increase globally, there is a clear opportunity for advertisers to increase their presence on this most interactive of platforms. Mobile Ad Spend Per Mobile Phone User By Country $49 Emerging Verticals Show Growth The Sports vertical saw the largest year-over-year growth in Q1, followed by the Non-profit & Charities and Energy & Power verticals (Chart B). Traditionally, these verticals have not been top ten spenders, but have recently grown their investment in mobile. In the Sports vertical, we saw leagues and organizations develop their own branded applications to share content. Non-profit health organizations used mobile to drive awareness of important issues. Visit to sign up $49 U.S. UK $30 $20 $8 $10 FRANCE SOUTH KOREA $12 GERMANY CANADA JAPAN Source: eMarketer report, May 2013; with data from 2011. 2
  3. 3. Global Mobile Advertiser Trends: Campaign Engagement Methods & Goals JUNE 2013 Post-Click Campaign Action Mix CHART C 50% 40% 45% 30% 20% 24% 10% 13% 0% APPLICATION DOWNLOAD ENROLL / JOIN / SUBSCRIBE 12% INTERACTIVE 12% MCOMMERCE 15% 6% SOCIAL MEDIA 7% PLACE CALL RETAIL PROMOTION 15% SITE SEARCH STORE LOCATOR / VIEW MAP 17% WATCH VIDEO Source: Millennial Media, Q1 2013. *Updated categories for 2013; includes “Interactive” as a new category. Data is based on the Top 750 Campaigns on Millennial Media’s Platform in Q1 2013. App Store Top of the Charts This quarter, application download was used in 45% of campaigns on our platform (Chart C). The Entertainment vertical integrated app download capabilities into mobile ads to drive consumers to download, purchase, or consume entertainment content. Interacting with Mobile Ads Interactive actions were utilized in 12% of the campaigns on our platform in Q1 (Chart C). Interactive is a new category which represents post-click actions which are unique to mobile, such as swiping across the screen, shaking the device, utilizing the touch screen, or playing games. These innovative features help connect mobile consumers to the ad using familiar and fun ways of interacting with the device. Sign-up for Savings Driving registrations was the goal of 16% of the brand advertisers on our platform this quarter (Chart D). Retailers often paired registrations with retail promotions to offer consumers a mobile coupon in exchange for information. Consumer Goods Drive Brand Awareness In Q1, brand awareness campaigns were run by 13% of the advertisers on our platform (Chart D). Consumer Goods brands layered multiple post-click actions in order to drive brand awareness. For example, food advertisers often utilized video with site search actions to send consumers to a mobile landing page where nutritional and recipe information was available. Visit to sign up Advertisers’ Campaign Goals CHART D 8% 9% 37% 13% 16% 18% Sustained In-Market Presence Site/Mobile Traffic Registrations Brand Awareness Increased Foot Traffic Product Launch/Release Source: Millennial Media, Q1 2013. Data is based on the Top 750 campaigns on Millennial Media’s Platform in Q1 2013. 3
  4. 4. Vertical Insight: Restaurants JUNE 2013 As mentioned on Page 2, we have traditionally reported Retail & Restaurants as a combined vertical. Retail & Restaurants was the largest vertical on our platform in 2012, growing 106% year-over-year. To keep up with the changing mobile landscape and campaigns on our platform, we will now separate Retail & Restaurants in our research reports. While these verticals often utilize mobile ads to drive consumers into locations, the characteristics of these verticals make them unique. This quarter, we are highlighting the Restaurants vertical. Restaurant Advertisers’ Post-Click Campaign Action Mix CHART E 100% 83% 72% 80% 60% 45% 40% 34% 28% 20% 2% 4% 13% 24% 12% 12% 1% <1% 6% 15% 15% 7% 15% SOCIAL MEDIA STORE LOCATOR / VIEW MAP 11% 17% 0% APPLICATION DOWNLOAD ENROLL / JOIN / SUBSCRIBE INTERACTIVE MCOMMERCE PLACE CALL RETAIL PROMOTION SITE SEARCH WATCH VIDEO Restaurant Advertisers All Advertisers Source: Millennial Media, Q1 2013. Data is based on the Top 750 Campaigns on Millennial Media’s Platform in Q1 2013. Site Search Heavily Used Over 70% of Restaurant advertisers on our platform in Q1 included a Site Search option in their campaigns (Chart E). Oftentimes, Restaurant advertisers used their mobile web or landing page to house multiple types of information, such as nutritional details, coupons, and location listings. Restaurant Advertisers’ Campaign Goals CHART F 2% 9% 8% Mobile Coupon Success Restaurant brands utilized Retail Promotions as part of their campaigns nearly five times as often when compared to all advertisers (Chart E). Harvester, a restaurant chain in the UK, utilized Retail Promotion by running a mobile coupon campaign leveraging Passbook in order to drive hungry consumers into their locations (Campaign Summary, Page 6). Drive to Drive-Thru Store Locator / View Map was the largest post-click campaign action used by Restaurant advertisers on our platform in Q1 (Chart E). Over 80% of Restaurant advertisers included this action in their mobile campaign, whether as the primary goal (Chart F), or a secondary action on a rich media or mobile landing page. Visit to sign up Site/Mobile Traffic Brand Awareness Increased Foot Traffic Product Launch/Release 81% Source: Millennial Media, Q1 2013. Data is based on the Top 750 campaigns on Millennial Media’s Platform in Q1 2013. 4
  5. 5. Vertical Insight: Restaurants JUNE 2013 Top Audiences Engaging with Restaurant Ads CHART G Entertainment Fans Business & Finance Enthusiasts Tradesmen Foodies Bargain Hunters Avid Shoppers Music Fans Casual Gamers DIYers Travelers Source: Millennial Media, Q1 2013. Travelers Research On-the-Go The Top 10 Audiences Engaging with Restaurant Ads on our platform in Q1 are shown in Chart G. The DIYers audience was the most likely to engage with Restaurant ads, followed by Travelers, and Music Fans. Travelers, both for business travel and personal vacation, use mobile to discover local restaurants when they are in a new city. Bargain Hunters Looking for a Meal Deal Bargain Hunters also regularly engaged with Restaurant Ads on our platform (Chart G). Bargain Hunters are mobile users looking for a retail promotion, mobile coupon, or incentive to induce purchase. According to research from eMarketer, the number of mobile coupon users in the U.S. grew over 16% last year. NEW REPORTS AVAILABLE NOW May 2013 Mobile Mix The May Mobile Mix report takes a closer look into mobile device, OS, application, and tablet trends on the Millennial Media platform. Additionally, this report features a spotlight on the Android operating system. To download the free report visit: Foodies Hunger for Content Another top audience engaging with Restaurant Ads is the Foodies audience (Chart G). Foodies are interested in both discovering and contributing food-related content with their mobile device, such as searching for a new type of cuisine to try, or posting a photo or review of a meal online. Mobile Intel Series: Consumer Goods Mobile Intel Series: Consumer Goods provides insight into this mobile audience, how they are using mobile to access content, and best practices for how consumer goods brands can succeed in mobile advertising. To download the free guide visit: Visit to sign up 5
  6. 6. Vertical Insight: Restaurants JUNE 2013 According to research from eMarketer, mobile payments in the U.S. alone are expected to grow to over $62 billion by 2016. Mobile payments offer unique opportunities for retailers to connect with and capture information from consumers throughout the purchase funnel, from leveraging geo-targeting around a Restaurant location, offering mobile coupons that can be saved to a mobile wallet, and to capturing point-of-sale data. In the UK, restaurant chain Harvester had great success integrating iOS’s Passbook with a mobile coupon campaign in order to drive foot traffic into their restaurants. CAMPAIGN SPOTLIGHT: HARVESTER GOAL: Reach relevant consumers in the UK and offer a seamless experience of downloading and redeeming a Harvester voucher. STRATEGY: The UK restaurant chain Harvester created a campaign that offered consumers £5 off their bill when spending £30 or more. With the help of technology partner Eagle Eye, the campaign was the first ever in the UK to take advantage of the new Passbook functionality in iOS6. When consumers clicked on the offer, they were given a unique voucher that was delivered straight to the Passbook app on their device. The voucher could be redeemed when paying the bill, and was processed directly from the POS terminal, giving the restaurant additional insight into campaign effectiveness. expectations. Clearly “ The campaign exceeded ourgreat deal as much as Apple Passbook users love a they love their technology! Eagle Eye’s platform gave us the real-time data and secure redemption we needed to control the offer with confidence, while Millennial Media’s platform hit the right users. ~ Helen Worrall, Senior Advertising & Communications Manager – Mitchells & Butlers To download the full Campaign Summary visit: Visit to sign up ” Best Mobile Couponing Campaign 6
  7. 7. Device Trends JUNE 2013 Device Mix OS Mix Ranked by Impressions CHART H Ranked by Impressions CHART I 1% 1% 5% 7% 25% Smartphones Non-Phone Connected Devices Feature Phones 70% 52% 39% Android iOS BlackBerry OS Windows Symbian Source: Millennial Media, Q1 2013. Source: Millennial Media, Q1 2013. Top 5 Tablets on the Millennial Media Platform Top 15 Manufacturers (all devices) By Impressions CHART J 3 2 1 Ranked by Impressions CHART K RANK MANUFACTURERS Q1 2013 1 SonyEricsson 1.64% Nokia 1.39% HUAWEI 1.39% ZTE 1.07% 12 Asus 0.85% 13 Kyocera 0.60% 14 Asus Transformer Pad 2.19% 8 Sony 0.53% 15 Google Nexus Tablet Amazon 11 from the previous quarter to enter our Top 5 Tablets. 4.36% 7 10 GREW 126% 4.52% Motorola 9 The Google Nexus 7 Tablet 4.82% LG 6 5 6.47% HTC 5 4 26.96% BlackBerry 4 Amazon Kindle Fire* Samsung 3 Samsung Galaxy Tab* 36.87% 2 Apple iPad* Apple Pantech 0.51% Source: Millennial Media, Q1 2013. * Ranked in the top 20 among all mobile devices Source: Millennial Media, Q1 2013. Visit to sign up 7
  8. 8. S.M.A.R.T.™ Glossary of Terms JUNE 2013 Audience Targeting – 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.). 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. Visit to sign up 8
  9. 9. Summary & Reporting Methodology JUNE 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 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 ©2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners. Visit to sign up 9