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

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.
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$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. 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.
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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.
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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.
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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. 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:
www.millennialmedia.com/mobile-intelligence/mobile-mix
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:
www.millennialmedia.com/mobile-intelligence/mobile-intel-series
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5

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:
www.millennialmedia.com/advertise/campaign-successes
Visit www.millennialmedia.com/mobile-intelligence to sign up
”
Best Mobile
Couponing Campaign
6

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.
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7

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.
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8

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 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 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 research@millennialmedia.com.
©2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.
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