Millennial Media 2013 Year in Review S.M.A.R.T.™ Report


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A special year-in-review edition of the S.M.A.R.T.™ report features a year-over-year look at global data from the Millennial Media platform, including key advertiser trends, top verticals, campaign goals, and post-click actions from the year.

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Millennial Media 2013 Year in Review S.M.A.R.T.™ Report

  1. 1. CAMPAIGN HIGHLIGHT: INTREPID To download this and other campaign summaries, visit GOAL: Raise awareness and drive donations for the“Make ItVisible”campaign which builds clinics for U.S. veterans suffering from PTSD and other effects of war. STRATEGY: The Intrepid Fallen Heroes Fund and MEC partnered with Millennial Media to reach millions of mobile consumers to drive awareness and gain support for the initiative. Intrepid utilized a clear call-to-action asking consumers to “Donate Now”and contribute to the fund. “The mobile space enabled us to take the“Make ItVisible”campaign and connect with an always-on mobile audience that is constantly looking for ways to stay connected and in-the-know. Millennial allowed us take our campaign strategy to the next level by reaching a broad audience full of passionate consumers who like to take action and help a great cause!” ~ DavidWinters, President, Intrepid Fallen Heroes Fund Source: Millennial Media, 2012 & 2013. Entertainment was the number one vertical on our platform in 2013, up from number two the previous year (Chart A). Entertainment advertisers, such as movie studios, television networks, and video games ran mobile campaigns throughout the year in order to drive tune-in and brand awareness of their shows and products. Consumer Goods was the fifth largest vertical on our platform in 2013, growing spend 134% from the previous year (Charts A & B). Since Consumer Goods products are purchased in a third-party retail location, advertisers in this vertical most often run Brand Awareness campaigns in order to help increase in-store consumer recall of their products. Pharmaceuticals moved up into the top ten verticals on our platform this year at the number nine position, after growing 139% year-over-year (Charts A & B). Due to the complexity and nature of their products, Pharmaceutical advertisers most often utilize site search actions in their campaigns that drive consumers to mobile web or landing pages where more information can be featured. Six verticals experienced triple-digit growth in campaign spend on our platform this year (Chart B), four of which are not in theTop 10 Global BrandVerticals (Chart A).This set of emerging verticals has grown their investment in mobile advertising throughout the year by not only increasing the number of campaigns they run, but also by including more advanced features in them. 2 MARCH 2014 VERTICALS GROWTH Vertical Explosion Year-Over-Year Spend – 2013 / 2012 CHART B SPORTS EMPLOYMENT ENERGY & POWER NONPROFIT & CHARITIES PHARMACEUTICALS CONSUMER GOODS 489% 209% 196% 170% 139% 134% Top 10 Global BrandVerticals Ranked by Spend CHART A ENTERTAINMENT RETAIL TELECOMMUNICATIONS FINANCE CONSUMER GOODS AUTOMOTIVE TRAVEL TECHNOLOGY PHARMACEUTICALS EDUCATION 1 2 3 4 5 6 7 8 9 10 2013 2 1* 3 4 6 5 7 8 NR 9 2012CATEGORIES *Retail was previously reported as a combined vertical, Retail & Restaurants. Source: Millennial Media, 2012 & 2013. Global MobileVertical Spending in 2013 Visit to sign up
  2. 2. 3 SITESEARCH Post-Click Campaign Action Mix CHART C ENROLL/JOIN/ SUBSCRIBE STORELOCATOR/ VIEWMAP WATCHVIDEOAPPLICATION DOWNLOAD MCOMMERCEDYNAMIC FUNCTIONS 0% 5% 10% 15% 20% 25% 30% 35% 40% SOCIALMEDIA Source: Millennial Media, 2012 & 2013. 2013 2012 PLACECALL RETAIL PROMOTION In 2013, 34% of all platform campaigns integrated an app download action (Chart C).This year advertisers really strengthened their mobile presence, which often included a branded application. Advertisers then utilized mobile advertising campaigns in order to drive consumer downloads and usage of these new or updated apps. WatchVideo actions were included in 18% of all platform campaigns in 2013, up two percentage points from 2012 (Chart C).Video actions were utilized across every vertical, such as trailers included in Entertainment campaigns or television commercials for Automotive brands repurposed to mobile. Dynamic Functions, such as swipe, shake, tilt, and add to calendar were included in 7% of campaigns on our platform in 2013 (Chart C).These actions were not included in our research reports in 2012, but have grown in popularity as more advertisers integrate these advanced functions. Advertisers leveraged these features, which are often tied to native functions of the device, to drive increased consumer engagement. A list of the verticals most frequently using a post-click action are shown in Chart D. Retail advertisers were the most frequent users of a number of post-click actions, including Retail promotion and Dynamic Functions. 29% of all Retail campaigns included the store locator / view map action in their campaigns, in order to help drive consumers into brick-and-mortar locations. More than half of all Entertainment campaigns included a watch video action, most likely previewing a movie orTV show premiere. 2013 Global Mobile AdvertiserTrends: Campaign Engagement Methods Visit to sign up MARCH 2014 29%29% 37% 19% 16% 21% 16% 34% 8% 13% 18% 8% 12% 18% 9% 4% 9%10% Verticals Most Frequently Using an Action CHART D Source: Millennial Media, 2013. App Download Dynamic Functions Enroll/Join/Subscribe m-Commerce Place Call Retail Promotion Site Search Social Media Store Locator/View Map WatchVideo Entertainment Retail Finance Retail Telecommunications Retail Automotive Consumer Goods Retail Entertainment 32% 14% 27% 45% 19% 24% 76% 19% 29% 53% POSTCLICK ACTION VERTICAL FREQUENCY NR 7%
  3. 3. Source: Millennial Media, 2012 & 2013. CAMPAIGN HIGHLIGHT: UNIVERSAL PICTURES GOAL: To promote the release of EndlessLove onValentine’s Day weekend targeted at a younger, female audience. STRATEGY: Universal collaborated with Aviary, a leading photo-editing app, and Millennial Media to recreate the film’s fight-for-love message into an engaging in-app consumer experience.The“PhotoValentine” campaign provided a mobile canvas for creating and sharing custom photo valentine’s inspired by the film. 4 Site/MobileTraffic was the goal of 30% of the campaigns on the Millennial Media platform in 2013 (Chart E).These campaigns included brand campaigns that drove a user to a mobile web, app, or landing page where more actions could be taken. In 2013, 22% of all campaigns on our platform had the goal of driving Brand Awareness for an advertiser, an increase of eight percentage points from the previous year (Chart E).Videos are frequently used to drive awareness and recall across all verticals. Advertisers in the Government Services vertical, such as military or local services, frequently leveraged video to share information with the public. A list of the verticals most often using a campaign goal is listed in Chart F.The Finance vertical most frequently ran campaigns with a goal of consumer registrations (30% of Finance campaigns), such as getting an insurance quote or signing up for more info on a mortgage. 47% of Consumer Goods campaigns were Brand Awareness campaigns, which coincides with a high use of video. The Retail vertical was the most frequent user of two campaign goals: Site/MobileTraffic and Increased FootTraffic. 35% of campaigns focused on Increased FootTraffic goals by Retail advertisers were looking to drive consumers into store locations. Visit to sign up MARCH 2014 2013 Global Mobile AdvertiserTrends: Campaign Engagement Methods Sustained In-Market Presence Site/MobileTraffic Brand Awareness Increased FootTraffic Registrations Product Launch/Release 2013 2012 39% 14%14% 10% 12% 12%24% 30%22% 10% 9% 5% Advertisers’Campaign Goals CHART E Verticals’Most Frequent Campaign Goals CHART F Source: Millennial Media, 2013. Sustained In-Market Presence Site/MobileTraffic Brand Awareness Increased FootTraffic Registrations Product Launch/Release Dating Retail Consumer Goods Retail Finance Entertainment 33% 43% 47% 35% 30% 20% GOAL VERTICAL FREQUENCY To download this and other campaign summaries, visit
  4. 4. Impact on Click-Through RateWhen Using Rich Media &Video Ads, as compared to Standard Banners ByVertical CHART G Source: Millennial Media, 2013. +260% +350% +250% +180% +170% +240% +290% +200% +350% +260% AUTOMOTIVE CPG EDUCATION ENTERTAINMENT FINANCE PHARMACEUTICALS RETAIL TECHNOLOGY TELECOMMUNICATIONS TRAVEL CAMPAIGN HIGHLIGHT: OLYMPUS GOAL: With the release of the Olympus ToughTG-2 iHS freeze proof, shock proof, and water proof camera, Olympus aimed to show the camera to active, adventurous men though a mobile experience. STRATEGY: Together with Mediahub/Mullen and Millennial Media, Olympus leveraged interactive creative units and video solutions, with three types of audience targeting, to engage active men ages 35-44. 5Visit to sign up Mobile ads have the ability to use interactive, animated, and native function features to create engaging experiences for the user.These include such features as gamification, swipe galleries, voice recognition, video, integrated location, and beautiful animations. While not all campaigns include these functions in their mobile campaigns, those that do see higher effectiveness metrics from their ads. Chart G shows the average increase in CTR of rich media and video ads as compared to standard image banners for each vertical. Automotive rich media and video ads saw an average of 3.5 times the CTR of standard banners (Chart G). Automotive advertisers often use video in their campaigns to show the car in action, or dynamic ads that allow a consumer to swipe through different vehicle models. Consumer Goods rich media and video ads saw an average of 2.6 times the CTR when compared to standard banner ads in the vertical (Chart G).These advertisers often use video and interactive games to drive brand awareness and recall. Rich media and video ads run by Education advertisers saw 3.5 times greater CTR than standard banners (Chart G). Education brands used animation, short quizzes, and video to get consumers thinking about their learning needs and resulting careers. MARCH 2014 2013 Global Mobile AdvertiserTrends: Ad Formats To download this and other campaign summaries, visit
  5. 5. 2013 Device Introductions CHART H MicrosoftWindows Surface Pro 2 OCTOBER 2013 Kindle Fire HDX OCTOBER 2013 HTC One Max OCTOBER 2013 Apple iPad Air NOVEMBER 2013 Samsung Galaxy S4 APRIL 2013 HTC One MARCH 2013 Nokia Lumia 1020 JULY 2013 Samsung Galaxy Note 3 SEPTEMBER 2013 Sony Xperia Z Ultra JULY 2013 iPhone 5s & 5c SEPTEMBER 2013 LG Optimus G Pro MAY 2013 Nokia Lumia 925 JUNE 2013 Source: Public news outlets, 2013. 2013 Device & DeveloperTrends Whether upgrades to a familiar model or totally new in concept, dozens of new devices entered the mobile market in 2013. Chart M highlights a few of the key new devices that were introduced to consumers. Apple introduced a number of new products in 2013, including two new versions of the iPhone (the 5s and 5c), the iPad air, and a new version of its operating software, iOS 7. Games were the number one application category on our platform in 2013, maintaining the position from 2012 and 2011 (Chart I). Communication apps have grown in popularity in the last year, and moved up to the third largest category on our platform this year. Books & Reference applications were the other category that saw big growth in 2013, moving up three positions to the sixth largest app category on our platform. 6Visit to sign up MARCH 2014 1 2 3 4 5 6 7 8 9 10 1 2 4 5 3 9 8 NR 10 7 CATEGORIES Games Music & Entertainment Communications Productivity &Tools Mobile Social Media Books & Reference News Dating Weather Sports Top 10 Application Categories Ranked by Impressions CHART I Source: Millennial Media, 2012 & 2013. 2013 2012
  6. 6. Source: Millennial Media, 2012 & 2013. 2013 2012 Source: Millennial Media, 2012 & 2013. 2013 2012 Android iOS BlackBerry OS Windows Symbian Smartphones Non-Phone Connected Devices Feature Phones OS Mix Ranked by Impressions CHART J Device Mix Ranked by Impressions CHART K This report takes a closer look at the app economy.Through a survey of app developers and publishers, this report features insights into monetization trends, as well as developers’goals and priorities for last year and this coming year.The report also captures what developers are designing for and the platforms on which they see their impressions. To download the report, visit: OUR 2014 STATE OFTHE APPS REPORT IS NOW AVAILABLE 7 2013 Device & DeveloperTrends Visit to sign up MARCH 2014 72% 24% 4% 75% 20% 5% 54% 38% 7% 1% 1%3% 48% 16% 32% In 2013, the mix of operating systems on our platform continued to shift towards Android and iOS devices. The Android operating system accounted for 54% of platform impressions in 2013, up from 28% in 2012 (Charts J & K). iOS was the second largest operating system on our platform, with 38% of the impression share in 2013, up from 32% in 2012. Impressions from Non-Phone Connected Devices increased four percentage points to account for 24% of platform impressions in 2013 (Charts L & M).Tablets are the largest group of devices in this category, of which four were in the top twenty devices on our platform. Other connected devices such as smart televisions, gaming systems, embedded in-car systems, and wearables are poised for future growth.
  7. 7. * 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.). Rich Media – Advertising that deviates from standard display advertising in that it goes beyond an image file to include coded features, such as it is interactive, engaging, or it breaks free of basic, accepted IAB-determined online standards. 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. S.M.A.R.T.™ Glossary ofTerms Visit to sign up MARCH 2014
  8. 8. About Millennial Media’s 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 standalone 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 andTargeting (S.M.A.R.T.)™ report, and the Mobile Intel Series. About Millennial Media Millennial Media is the leading independent mobile advertising platform. The Company’s unique data asset and full technology stack enable its demand and supply-side clients to garner meaningful results to drive their business. Based on its mobile-first approach to data, technology, and audience targeting, Millennial Media is leading the market by connecting consumers with relevant messages across screens. For advertisers looking to reach and engage with consumers in powerful ways, Millennial Media offers a broad array of solutions, delivered through brand, performance, and programmatic approaches. For developers and publishers, the Company offers a comprehensive set of managed and automated services to maximize revenue. For questions about the data in this report, or for recommendations for future reports, please contact us at 9 Summary & Reporting Methodology ©2014 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners. Visit to sign up MARCH 2014