The June S.M.A.R.T. report features global data from the Millennial Media platform in Q1 2013, including key advertiser trends, top verticals, campaign goals, and post-click actions. The report also features a spotlight on the Restaurants vertical.

1. Special
Restaurant
Report
June 2013
#SMART
Scorecard for Mobile Advertising Reach andTargeting (S.M.A.R.T.™)

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TELECOMMUNICATIONS
ENTERTAINMENT
FINANCE
RETAIL
AUTOMOTIVE
CONSUMER GOODS
TRAVEL
TECHNOLOGY
EDUCATION
RESTAURANTS
1
2
3
4
5
6
7
8
9
10
Q1 2013
3
1
2
4*
5
8
6
7
9
4*
Q1 2012CATEGORIES
Top 10 Global AdvertisingVerticals
Ranked by Spend
CHART A
*Previously reported as a combined vertical.
Source: Millennial Media, Q1 2013.
Global MobileVertical Spending
VERTICALS GROWTH
Vertical Explosion
Year-Over-Year Spend – Q1 2013/Q1 2012
CHART B
Mobile Ad Spend Per Mobile Phone User
By Country
Source: Millennial Media, Q1 2013.
SPORTS
NONPROFIT & CHARITIES
ENERGY & POWER
EMPLOYMENT
GOVERNMENT SERVICES
CONSUMER GOODS
AUTOMOTIVE
TELECOMMUNICATIONS
600%
264%
261%
231%
189%
188%
109%
102%
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.
TelecomTops 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.
EmergingVerticals 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.
DIDYOU KNOW?
Source: eMarketer report, May 2013; with data from 2011.
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.
U.S.JAPANCANADAGERMANYSOUTH
KOREA
FRANCE UK
$8 $10 $12
$20
$30
$49 $49
JUNE 2013

3. 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.
Post-Click Campaign Action Mix
CHART C
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Global Mobile AdvertiserTrends:
Campaign Engagement Methods & Goals
Sustained In-Market Presence
Site/MobileTraffic
Registrations
Brand Awareness
Increased FootTraffic
Product Launch/Release
Source: Millennial Media, Q1 2013.
Data is based on the Top 750 campaigns on Millennial Media’s Platform in Q1 2013.
Advertisers’Campaign Goals
CHART D
37%
18%
16%
13%
9%
8%
App StoreTop 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.
RETAIL
PROMOTION
ENROLL/JOIN/
SUBSCRIBE
STORELOCATOR/
VIEWMAP
WATCHVIDEOPLACECALLAPPLICATION
DOWNLOAD
SITESEARCHMCOMMERCEINTERACTIVE SOCIALMEDIA
0%
10%
20%
30%
40%
50%
45%
13% 12% 12% 15%
24%
15%
17%
6% 7%
JUNE 2013

4. SITESEARCH
24%
72%
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Vertical Insight: Restaurants
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.
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.
Site/MobileTraffic
Brand Awareness
Increased FootTraffic
Product Launch/Release
Source: Millennial Media, Q1 2013.
Data is based on the Top 750 campaigns on
Millennial Media’s Platform in Q1 2013.
Restaurant Advertisers’Campaign Goals
CHART F
2%
81%
9% 8%
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
ENROLL/JOIN/
SUBSCRIBE
STORELOCATOR/
VIEWMAP
WATCHVIDEOAPPLICATION
DOWNLOAD
MCOMMERCEINTERACTIVE
0%
20%
40%
60%
80%
100%
45%
13% 12% 12% 15% 17%
2% 4%
28%
1%
SOCIALMEDIA
15%15%
83%
11%
Source: Millennial Media, Q1 2013.
Data is based on the Top 750 Campaigns on Millennial Media’s Platform in Q1 2013.
Restaurant Advertisers
All Advertisers
PLACECALL
6%
<1%
RETAIL
PROMOTION
7%
34%
JUNE 2013

5. 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.
Vertical Insight: Restaurants
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Travelers Research On-the-Go
TheTop 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 byTravelers, 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.
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.
Top Audiences Engaging with Restaurant Ads
CHART G
Source: Millennial Media, Q1 2013.
DIYers
TravelersAvid
Shoppers
Music Fans
Casual Gamers
Bargain HuntersTradesmen
Foodies
Entertainment
Fans
Business & Finance
Enthusiasts
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:
www.millennialmedia.com/mobile-intelligence/mobile-intel-series
To download the free report visit:
www.millennialmedia.com/mobile-intelligence/mobile-mix
JUNE 2013

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Vertical Insight: Restaurants
GOAL:
ReachrelevantconsumersintheUKandofferaseamlessexperienceof
downloadingandredeemingaHarvestervoucher.
STRATEGY:
TheUKrestaurantchainHarvestercreatedacampaignthatofferedconsumers
£5offtheirbillwhenspending£30ormore.Withthehelpoftechnology
partnerEagleEye,thecampaignwasthefirsteverintheUKtotakeadvantage
ofthenewPassbookfunctionalityiniOS6.
Whenconsumersclickedontheoffer,theyweregivenauniquevoucherthat
wasdeliveredstraighttothePassbookappontheirdevice.Thevouchercould
beredeemedwhenpayingthebill,andwasprocesseddirectlyfromthePOS
terminal,givingtherestaurantadditionalinsightintocampaigneffectiveness.
CAMPAIGN SPOTLIGHT: HARVESTER
To download the full Campaign Summary visit:
www.millennialmedia.com/advertise/campaign-successes
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.
Best Mobile
Couponing Campaign
The campaign exceeded our expectations. Clearly
Apple Passbook users love a great deal as much as
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.
“
”~ HelenWorrall, Senior Advertising & Communications Manager – Mitchells & Butlers
JUNE 2013

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DeviceTrends
Source: Millennial Media, Q1 2013.
Top 5Tablets on the Millennial Media Platform
By Impressions
CHART J
Apple iPad*
1
Samsung GalaxyTab*
2
Amazon Kindle Fire*
3
AsusTransformer Pad
5
Google NexusTablet
4
* Ranked in the top 20 among all mobile devices
The Google Nexus 7Tablet
GREW126%
from the previous quarter
to enter ourTop 5Tablets.
Device Mix
Ranked by Impressions
CHART H
70%
25%
5%
Source: Millennial Media, Q1 2013.
Smartphones
Non-Phone Connected Devices
Feature Phones
OS Mix
Ranked by Impressions
CHART I
52%
1% 1%
7%
39%
Source: Millennial Media, Q1 2013.
Android
iOS
BlackBerry OS
Windows
Symbian
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Apple
Samsung
BlackBerry
HTC
LG
Motorola
Amazon
SonyEricsson
Nokia
HUAWEI
ZTE
Asus
Kyocera
Sony
Pantech
36.87%
26.96%
6.47%
4.82%
4.52%
4.36%
2.19%
1.64%
1.39%
1.39%
1.07%
0.85%
0.60%
0.53%
0.51%
RANK MANUFACTURERS Q1 2013
Source: Millennial Media, Q1 2013.
Top 15 Manufacturers (all devices)
Ranked by Impressions
CHART K
JUNE 2013

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.).
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.
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S.M.A.R.T.™ Glossary ofTerms
JUNE 2013

9. 9
Summary & Reporting Methodology
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©2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.
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 andTargeting (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 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.
For questions about the data in this report, or for recommendations for future reports,
please contact us at research@millennialmedia.com.
JUNE 2013