Millennial media smart-march-2010

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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 receive Millennial Media-related news. The S.M.A.R.T.™ was designed to speak to brand advertisers; however, for information on our performance product, Decktrade™,
please contact us directly or visit our website.

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Millennial media smart-march-2010

  1. 1. U.S. Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.™) MARCH 2010 Contents PAGE 3 Celebrating One Year of S.M.A.R.T.™ Mobile Advertising Insight! PAGE 4 U.S. Mobile Internet Reach PAGE 5 Vertical Snapshot PAGE 6 Special Section: Travel Goes Mobile. Travel’s Mobile Targeting Strategies PAGE 7 Top U.S. Mobile DMAs by Ad Requests PAGE 8 U.S. Mobile Advertising Engagement Data PAGE 9 U.S. Mobile Campaign Targeting Methods PAGE 10 Mobile Network Quick Statistics .M.A.R.T.™ turns 1 PAGE 11 Summary and Reporting Methodology S
  2. 2. MARCH 2010 S.M.A.R.T.™ Highlights (Data compiled from 3/1/10 to 3/31/10) MARCH 2010 Happy Birthday S.M.A.R.T™: Special Section: Travel Goes Mobile – Travel’s Mobile Targeting Strategies: As of April 2010, S.M.A.R.T.™ has nearly 3,200 active subscribers and has been downloaded more than 5,300 Travel moved up four spots to the number four position times. in the Q1 Top Ten Advertising Verticals. With peak travel season around the corner, we took a closer look at how S.M.A.R.T.™ subscribers consist of: Agencies & Brands some of the travel sub-verticals (Hotels, Tourism and (40%), Media & Analysts (24%), Mobile Developers, Tech Transportation) are leveraging mobile-specific capabilities Community (18%), Mobile Publishers (13%), Mobile and engaging consumers at different stages of the Operators (4%), and Others (1%). campaign lifecycle. U.S. Mobile Internet Reach (Nielsen data from The Hotel sub-vertical delivered rich brand experiences February 2010): to targeted audiences; 67% of these campaigns were delivered to a Custom Site List (CSL). Millennial Media’s U.S. unique audience reach increased by 2.7% in February, from 58.1M to 59.6M unique users Top U.S. Mobile DMAs by Ad Requests: month over month; or 83% reach of the mobile Web, according to Nielsen. L.A. was the top U.S. DMA in March’s S.M.A.R.T.™ 2009 and again in March 2010. The Southwestern U.S. accounted The U.S. mobile Web has grown from ~57M users to for 6 of the top 15 DMAs; and eight of the top 15 were in ~72M users in one year, according to Nielsen. Texas and California. Top Verticals Snapshot: Twelve of the top 15 DMAs featured Blackberry devices as the top smartphones, while the iPhone was the top The Education vertical jumped three spots from number smartphone in three markets: San Francisco, Fresno and nine to the number six position in Q1 2010. As educators Sacramento. ramped up recruiting efforts for fall semesters – the 63% increase in revenue from Q4 to Q1 demonstrated brands Engagement & Targeting: in this vertical are finding value in mobile. In March we introduced a new targeting category, GEO, The Pharmaceutical vertical made its debut to the Top which is defined as a campaign targeting method which Ten this quarter at number nine; as predicted in our Top includes geographic location, DMA, state, international 10 Mobile Predictions for 2010. country, etc. This newly reported targeting category had a CPEU of $.35 and accounted for 16% of the campaigns on our network. Average quarterly page views per users increased to 125 in Q1 2010 from 115 in Q4 - a potential behavior trend that consumers familiar with the mobile web are now engaging in deeper mobile experiences. Visit www.millennialmedia.com/research to sign up 2
  3. 3. Celebrating One Year of S.M.A.R.T.™ Mobile Advertising Insight! MARCH 2010 Where was S.M.A.R.T.™ One Year Ago? S.M.A.R.T.™ has evolved month-over-month to provide real-time trends and insight on the most innovative medium in the market – mobile advertising. APRIL MAY QUARTERLY REPORT: JUNE AUGUST QUARTERLY REPORT: Special Feature : Device Vertical Special: Retail Break-out Vertical Special: Entertainment NEW: S.M.A.R.T.™ gets SEPTEMBER Applications vs. Browser Actions Break-out a new look! Vertical Special Section: Top 10 Special Section: What Labor Day Mobile Ad Verticals Ranked by MARCH Special Section: High and Advertisers Can Learn From Special Section: Spend; Retail & Restaurant Mid-Funnel Effectiveness Analysis Memorial Day Mobile Break-out S.M.A.R.T.™ IS BORN (InsightExpress) Consumer Q3 Retail & Restaurant Research Vertical Break-out Special Feature: Campaign tracking NEW: Retail Promotion Call to (InsightExpress) U.S. Scorecard for Mobile Advertising CHART B "#$ "#$ by ad serving tools Reach and Targeting (S.M.A.R.T.)™ "'#$ Action Consumer Electronics E-commerce Non Apparel, Non Home Furnishings "&#$ Home Furnishings Fast Food !"#$ Apparel Special Section: Top U.S. Mobile NEW: Campaign Destination Mix "%#$ DMAs by Ad Requests Source: Millennial Media 09/09. NEW Quick Stat: Apple impressions OCTOBER NOVEMBER QUARTERLY REPORT: DECEMBER FEBRUARY MARCH Special Section: Mobile App Special Section: Thanksgiving Vertical Special Section: Top 10 Special Section: Mobile NEW: S.M.A.R.T.™ decoupled - Snapshot (mobclix) Mobile Consumer Behavior Trends Mobile Advertising Vertical Ranked Cause Marketing introducing Millennial Media’s by Spend; Travel Break-Out JANUARY Mobile Mix™ report NEW: Application Download Mobile Interaction Lifts Among Featured Advertising Verticals (November 24th-27th) NEW: S.M.A.R.T.™ gets a fresh face NEW: Mobile Only Calls Engagement Data CPG - FOOD (A) ENTERTAINMENT - MOVIES (B) RESTAURANTS FAST FOOD C SPECIAL: 2009 Year in Review for the New Year! to Action Vertical Special Section: Mobile NEW: U.S. Smartphone & Feature NEW Quick Stats: % 11/24 11/25 11/26 11/27 11/24 11/25 11/26 11/27 11/24 11/25 11/26 11/27 DATING (D) FEATURED ADVERTISING VERTICAL INTERACTION LIFT* Consumer Research – Campaign Phone; U.S. Smartphone OS Mix CPG FOOD ENTERTAINMENT MOVIES 31% 30% Effectiveness by Advertising Change in RIM & 11/24 11/25 Source: Millennial Media 11/09. 11/26 11/27 RESTAURANT FAST FOOD DATING *Holiday Peak Day vs. MTD through 11/23 51% 19% (E) Vertical (InsightExpress) Android Impressions NEW: Social Media, m-Commerce & Site Search Mobile Calls to Action 4% 1% S.M.A.R.T.™ Subscribers 13% Agency & Brands S.M.A.R.T.™ Fast Facts Media & Analysts Mobile Developers, 18% 40% Tech Community Mobile Publishers As of April 2010, S.M.A.R.T.™ has nearly 3,200 active Mobile Operators subscribers and has been downloaded more than 24% Others 5,300 times. Source: Millennial Media, 3/10. The number of active S.M.A.R.T.™ subscribers per month grew an average of 39% year over year.* In 2010, S.M.A.R.T.™ and YOU! S.M.A.R.T.™ subscription has grown 58%. Millennial Media would like to know how we can improve S.M.A.R.T.™ for our readers. Post your S.M.A.R.T.™ subscribers consist of: Agencies & Brands thoughts on Twitter using the #HAPPYBDAYSMART (40%), Media & Analysts (24%), Mobile Developers, Tech hashtag and look for our upcoming reader survey. We Community (18%), Mobile Publishers (13%), Mobile appreciate your feedback! Operators (4%), and Others (1%). “S.M.A.R.T.™ is essential material for anyone who wants First Birthday Photo Album a quick and concise snapshot on mobile opportunities. For a special collection of images from the S.M.A.R.T.™ It is required reading for my team.” Anniversary Edition, charts and images from past Maria Mandel, Senior Partner/Executive Director Digital Innovation/Digital Lab NA, Ogilvy NA Chair Mobile Marketing Association (MMA) editions, and a copy of the S.M.A.R.T.™ logo, view the image gallery here. *This average includes the average of nine months in 2009, from the first report launched in April 2009, to the first four months in 2010, up to current S.M.A.R.T.™ subscribers in April 2010. Visit www.millennialmedia.com/research to sign up 3
  4. 4. U.S. Mobile Internet Reach MARCH 2010 REACH 2009 REACH 2010 (Reflects Nielsen data from February 2009) (Reflects Nielsen data from February 2010) Mobile Web 72,050,000* Mobile Web 56,783,000* Millennial Media Millennial Media 30,815,000* 59,661,000* Millennial Media’s Audience Reach = 83% of U.S. Mobile Internet Users MARCH 2010 Insight: 2009 vs. 2010 Insight: Millennial Media’s U.S. unique audience reach Millennial Media’s reach has nearly doubled (from increased by 2.7% in February, from 58.1M to 59.6M ~31M to ~60M) in one year. unique users month over month, to an 83% reach of the mobile Web, according to Nielsen. Millennial The U.S. mobile Web has grown from 57M users to Media’s network includes 11 of Nielsen’s Top 25 sites. 72M users in one year for a year-over-year growth of 26%, according to Nielsen. *The Mobile Web number was extracted from the Nielsen Mobile Report: Standard Metrics (Internet Applications included), February 2010, All Carriers. The Millennial Media number is a Nielsen Custom User-Defined Report. See Nielsen methodology and disclaimer information on page 11. Visit www.millennialmedia.com/research to sign up 4
  5. 5. Q1 Vertical Snapshot Top 10 Mobile Advertising Verticals by Spend – Q1 2010 MARCH 2010 Top Mobile Advertising Verticals* – Ranked by Spend CHART A CHART B RANK Q1 2010 VERTICALS RANK Q4 2009 VERTICALS 1 Portals & Directories 1 Portals & Directories 2 Entertainment 2 Telecommunications 3 Telecommunications 3 Finance 4 Travel 4 Entertainment 5 Finance 5 Dating 6 Education 6 Retail and Restaurants 7 Dating 7 CPG 8 CPG 8 Travel 9 Pharmaceuticals 9 Education 10 Retail & Restaurants 10 Automotive *Does not include mobile apps, ringtones, or downloads. Source: Millennial Media, Q1 2010. Q1 2010 Insight: Our network’s Top Ten Advertising Verticals, ranked by Entertainment moved up two spots putting it back into spend, experienced several changes in Q1 2010. While the top three in Q1 2010 (Chart A). We anticipate that the Portals and Directories placed in the number one spot for Entertainment vertical will continue its upward spend the second consecutive quarter (Chart A, B), Automotive throughout Q2, in order to create and sustain excitement fell out of the top 10. around upcoming summer blockbuster movie releases. The average number of searches per unique user has Education jumped three spots, from the number nine to grown from eight searches per unique user per month to the number six position in Q1 2010. As educators ramped more than 13 searches per unique user in the last 12 up recruitment efforts for the Fall semester – the 63% months. ~ Mobile Commerce Ltd, Mobile Search: What are increase in revenue from Q4 to Q1 demonstrated brands in people searching for and how do they search for it, April this vertical are finding value in mobile (Chart A, B). 26, 2010 Travel climbed from the number eight spot in Q4 to number four in Q1 2010. See our special section, Travel The Pharmaceutical vertical made its debut to the Top Ten Goes Mobile, for a closer look at how this vertical is this quarter at number nine (Chart A), as predicted in the leveraging mobile. Top 10 Mobile Predictions for 2010. Visit www.millennialmedia.com/research to sign up 5
  6. 6. Special Section: Travel Goes Mobile. Travel’s Mobile Targeting Strategies MARCH 2010 Q1 Travel Sub-Vertical Campaign Targeting Q1 Travel Campaign Actions Sub-Vertical Break-Out CHART A CHART B 70% 60% 50% 40% 30% 20% 10% 0% TOURISM HOTEL TRANSPORTATION Channel Audience CSL Meta Take Over RON Source: Millennial Media, 3/10. Source: Millennial Media, 3/10. *The sub-vertical transportation includes airlines and railways *The sub-vertical transportation includes airlines and railways Q1 2010 Insight: Travel moved up four spots to the number four position The M-Commerce campaign action was frequently in the Q1 Top Ten Advertising Verticals. With peak travel utilized in campaigns within each Travel sub-vertical season around the corner, we took a closer look at how (Tourism 21%, Hotel 33%, and Transportation 45%); some of the travel sub-verticals (Hotels, Tourism and signaling that the mobile ad platform is not just a brand Transportation) are leveraging mobile-specific capabilities play for advertisers, but it is also a critical tool to drive and engaging consumers at different stages of the revenue (Chart B). campaign lifecycle. The Transportation sub-vertical had the most diverse use Within the Tourism sub-vertical, the Retail Promotion of campaign targeting methods with a mix of both broad campaign action was used in 67% of all campaigns. Travel and targeted reach methods (Chart A). Along with the related discounts and promotions will continue to broad reach of products advertised within the increase in all sub-verticals through Q2 2010 (Chart B). sub-vertical, this targeting diversity is also attributed to innovative brands testing mobile consumer engagement with their brands. A report conducted by PhoCusWright in 2010 predicted “US travelers will spend $76 million on direct domestic The Hotel sub-vertical delivered rich brand experiences to hotel bookings through a mobile device.” ~ E-Marketer, a targeted audience – 67% of these campaigns were April 2010 delivered to a Custom Site List (CSL) (Chart A). Visit www.millennialmedia.com/research to sign up 6
  7. 7. Top U.S. Mobile DMA’s* by Ad Requests – March 2010 MARCH 2010 MARKET TOP SMARTPHONE TOP FEATURE PHONE 1 Los Angeles, CA Blackberry Curve Samsung Freeform 2 Dallas, TX Blackberry Curve Samsung Freeform 3 Houston, TX Blackberry Curve Samsung Messager 4 NY, NY Blackberry Curve Sidekick LX 5 Chicago, IL Blackberry Curve LG Tritan 6 Sacramento, CA iPhone Samsung Freeform 7 Phoenix, AZ Blackberry Curve Samsung Messager 8 San Francisco, CA iPhone Samsung Freeform 9 Atlanta, GA Blackberry Curve Samsung Freeform 10 San Antonio, TX Blackberry Curve Samsung Messager 11 Philadelphia, PA Blackberry Curve Samsung Messager 12 Fresno, CA iPhone Samsung Messager 13 Tampa, FL Blackberry Curve Samsung Freeform 14 Miami, FL Blackberry Curve Samsung Freeform 15 Harlingen, TX Blackberry Curve PCD TXT8026 Source: Millennial Media, 3/10. *Designated Market Area (DMA) is a geographic area defined by Nielsen Media Research Company as “a group of counties that make up a particular market. For the most part, the metropolitan areas correspond to the standard metropolitan statistical areas (see metro area ) defined by the Federal Government Office of Management and Budget. The areas do not overlap, and every county in the United States belongs to only one DMA. DMAs are used in the evaluation of audience data as well as in the planning and buying of media.” Q1 2010 Insight: L.A. was the top U.S. DMA in March’s S.M.A.R.T.™ 2009 and The Samsung Freeform™ was the leading feature phone in again in March 2010. The Southwestern U.S. accounted for seven of the top 15 DMAs, including: Miami, Philadelphia, six of the top 15 DMAs; and eight of the top 15 were in Atlanta, San Francisco and LA. While the Samsung Texas and California. Messager™ was the top feature phone in five of the remaining eight DMAs. The iPod Touch was the top connected mobile device in all of the top 15 DMAs. Washington, D.C. (not shown) was number 16 on the Top DMA by ad requests for March 2010. The Blackberry Curve Twelve of the top 15 DMAs featured Blackberry devices as represented the top smartphone , the Samsung Instinct the top smartphones, while the iPhone was the top represented the top feature phone, and the iPod Touch smartphone in three markets: San Francisco, Fresno and was the top connected device in D.C. Sacramento. Visit www.millennialmedia.com/research to sign up 7
  8. 8. U.S. Mobile Advertising Engagement Data MARCH 2010 Campaign Destination Mix* – Q1 2010 MYDAS™ Portfolio Mix* – Q1 2010 CHART A CHART B 35 30% 30 29% MOBILE ONLY MOBILE 25 ONLY 23% 24% 22% MOBILE 20 ONLY 18% 15 14% MOBILE 11% ONLY 10 MOBILE 7% ONLY 5 4% 0 Application Place Retail Submit Subscribe Watch m-Commerce Store Social Site Download Call Promotion Form Purchase Video Locator Media Search View map Source: Millennial Media, 3/10. Source: Millennial Media, 3/10. *Campaign destinations represent the immediate click-through from creative to site, landing page, or rich media. *MYDAS™ Portfolio represents the multiple calls to action for any given campaign. Q1 2010 Insight: Traffic to Site remained the primary campaign Place Call represented a quarterly average of 29% of all destination in Q1—it represented a three month campaign actions on our network in Q1 2010, the average of 43% (Chart A). Custom Landing Page grew second highest average in the mix for the quarter 6% in March to represent 37% of campaigns on our (Chart B). network in March. These two Campaign Destinations accounted for 77% of the destinations on our network in Q1 vs. 64% in Q4 2009, representing advertisers’ Did You Know? investment in directing consumers to a mobile web According to a survey conducted by the Mobile destination. Marketing Association and Luth Research, location-based mobile services and advertising are Application Download dominated the MYDAS™ starting to find traction – 26% of respondents reported Portfolio Mix in Q1 2010 and represented having used this service at some point compared to approximately 30% of all campaign actions on our 53% of Apple iPhone owners who use location services network for the quarter (Chart B). at least once a week. Full report available for MMA members http://mmaglobal.com/main Visit www.millennialmedia.com/research to sign up 8
  9. 9. U.S. Mobile Campaign Targeting Methods MARCH 2010 Cost Per Engaged User (CPEU)™ by Campaign Targeting Mix – Targeting Method – Q1 2010 Q1 Average 2010 CHART A CHART B 3% 16% R.O.N. Broad Reach Targeted Reach 5% 35% Custom Subnet Channel 13% Demographic Audience Takeover 19% 20% GEO Source: Millennial Media, 3/10. Source: Millennial Media, 3/10. GEO is defined as a campaign targeting method which includes geographic location, DMA, GEO is defined as a campaign targeting method which includes geographic location, DMA, state, international country, etc. R.O.N. is defined as a campaign targeting method which covers state, international country, etc. R.O.N. is defined as a campaign targeting method which covers a broad placement of sites on the network, including device and carrier targeted campaigns. a broad placement of sites on the network, including device and carrier targeted campaigns. Q1 2010 Insight: In March we introduced a new targeting category, GEO, Broad reaching campaign targeting methods including which is defined as a campaign targeting method to R.O.N., Custom Subnet, and Channel, remained flat include: geographic location, DMA, state, international quarter over quarter, while targeted reach methods country, etc. This new category had a CPEU in March of grew 4% from Q4 to Q1 2010 (Chart B). $.35 (Chart A) and accounted for 16% of the campaigns on our network in Q1 (Chart B). Advertisers leveraged highly targeted reach methods, including Takeover, Demographic, GEO and Behavioral Audience, which represented 35% of all campaign targeting methods in March (Chart B). Visit www.millennialmedia.com/research to sign up 9
  10. 10. Mobile Campaign Quick Statistics MARCH 2010 14% Advertisers used rich media creative 1.02 Number of ads requested per page view 20% Change in Apple impressions* 25% Change in RIM impressions* 72% Change in Android impressions* 129.7 Average monthly page views per user 4:55 Average user session time (min:seconds) Source: Millennial Media, 3/10. *As reported in Millennial Media’s Mobile Mix from March 2010. Apple, RIM and Android impressions reflect a combination of U.S. and Non-U.S. impressions. March & Q1 2010 Insight: Average quarterly page views per users increased to Continuing the consumer behavioral trend of 125 in Q1 2010 from 115 in Q4 - a potential behavior heightened mobile engagement, the average user trend that consumers familiar with the mobile web are session time increased slightly quarter-over-quarter to now engaging in deeper mobile experiences. remain above five minutes in Q1 2010. Android impressions experienced the largest month-over-month increases, with 72% change in Did You Know? March. For more mobile manufacturer and OS trends, Did You Know? Millennial Media launched the Mobile read Millennial Media’s March Mobile Mix Report. Mix Report in April covering the top mobile manufacturers, devices, operating systems, etc: The average number of ads requested per page view http://www.millennialmedia.com/research/mobilemix/ for Q1 2010 decreased to 1.03 from 1.04 in Q4, allowing the advertiser greater share of voice per page. Visit www.millennialmedia.com/research to sign up 10
  11. 11. Summary and Reporting Methodology MARCH 2010 About Millennial Media Millennial Media is the proven leader in mobile advertising. With the largest mobile media audience in the U.S., Millennial Media uniquely offers brand advertisers the only set of specific, scalable audiences. Our ability to reach, target and engage consumers is unparalleled. As an innovative technology leader, our mobile decisioning, serving, and mediation platforms are powering some of the largest companies in the media business today. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all publishers and developers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. Millennial Media was named the 2010 OnMedia Top Private Company in Digital Media. 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 receive Millennial Media-related news. The S.M.A.R.T.™ was designed to speak to brand advertisers; however, for information on our performance product, Decktrade™, please contact us directly or visit our website. Nielsen Reach Methodology & Disclaimer: Nielsen Mobile, a service of The Nielsen Company, is the world’s largest independent provider of syndicated consumer research to the telecom and mobile media markets. Nielsen Mobile focuses exclusively on tracking the behavior, attitudes and experiences of mobile consumers. Their reports also provide up to seven years of data on internet, video, gaming, audio and advertising trends for mobile phone users. Mobile user behavior information is derived from general U.S. population samples under established and accepted rules. For more information, please visit www.nielsenmobile.com. Disclaimer for ‘Custom Roll-up”: This report is produced for the convenience of Nielsen clients requiring alternative aggregations of audience traffic. These custom roll-ups are user-defined and subject to redefinition and renaming upon client request and may be changed or restated at any point in time. Clients may use the data contained within these custom roll-ups to illustrate their unique business models or partnering relationships for internal analysis. Public use of this data must clearly state that this is nonstandard aggregation (”Source: Nielsen, Custom User-Defined Report, <Date>”) and cannot be compared to other custom reports or the syndicated reports on a rankings basis, including category level rankings. Nielsen does not allow for the double counting of traffic. Nielsen makes no claim as to the correctness of the custom aggregations but does certify the measurement traffic data as accurate. Millennial Media Methodology: Network reach is calculated from the count of unique users across our entire network. Millennial Media uses proprietary techniques to uniquely identify at least 75% of our user base persistently across our network, and tracks the unique reach over the course of the month-long period. For the remainder, the unique user data is used to calculate the average frequency of views that a user consumes in a month. We apply that average frequency to the remaining impressions to determine our network-wide reach. Data provided is derived from Millennial Media server log activity for the time period indicated. Cost Per Engaged User (CPEU™) averages overall campaign spend against the number of unique users who engaged with the campaign creative. CPEU is derived by applying the overall media spend to the total number of users that engaged in any one of the actions which campaigns provided, such as expanding a rich media creative, visiting a landing page, watching a video, etc. For questions about the data in this report, or for recommendations for future reports, please contact us at research@millennialmedia.com. ©2010 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners. Visit www.millennialmedia.com/research to sign up 11

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