1. THE MOBILE LANDSCAPE
INSIGHTS FOR THE FINANCIAL SERVICES INDUSTRY
Gavin Stirrat, MD EMEA gavin@millennialmedia.com @gavjs

2. Millennial Media
Independent
 Founded in 2006 by mobile, MOBILE DISPLAY ADVERTISING MARKET SHARE
advertising, and media innovators
 No operating system bias
 Platform and device agnostic
Mobile Focus
 Not part of a major PC internet portal
or search engine
 We don’t sell handsets or own an app
store
 Mobile advertising is all we do
Industry Insight
 Monthly SMART and Mobile Mix
reports are widely sourced, with more
December 2011
than 3000 press and analyst references

3. Putting Mobile in Context
Source: Chetan Sharma Consulting, April 2012

4. Industry Sector Market Shares
Top 5 Online
Advertisers H1 2011
Top 5 Online
Advertisers H1 2011
• Finance 16%
• Consumer Goods 15%
• Entertainment & the media 12%
• Travel & transport 10%
Source: IAB / PwC mobile ad spend survey 2011 • Retail 10%

5. Change in Industry Sector Market Shares 10-11
Finance Ad-Spend 2011
£20.9m
£15.4m 36% YOY
Finance Ad-Spend 2010 Growth
Source: IAB / PwC mobile ad spend survey 2011

6. 2011 Finance Vertical Mix

7. Finance Advertisers’ Campaign Goals

8. Finance Advertisers’ Campaign Goals Vs
All Advertisers in 2011

9. Finance Post-Click Campaign Action Mix Vs
All Advertisers in 2011
Finance Advertisers
do not spend heavily on
local or brand activities
Finance Advertisers
over-Index on Place Call
& Enroll/Join/Subscribe

10. 2011 Verticals Year-in-Review

11. Conclusions – Action Items for Finance
Advertisers
￭ Advertise to customers in all stages of the funnel
￭ Build your mobile website and promotional pages with the mobile user’s
experience in mind
￭ Clearly define success metrics and stay on message
￭ Reach every possible target consumer, regardless of device
￭ Integrate with other media

12. THANK YOU.
TO LEARN MORE VISIT WWW.MILLENNIALMEDIA.COM/BRANDS
Gavin Stirrat
Managing Director, EMEA
gstirrat@millennialmedia.com
@gavjs