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CAMPAIGN HIGHLIGHT:
INTREPID
To download this and other campaign summaries,
visit www.millennialmedia.com/brands
GOAL:
Raise awareness and drive donations for
the“Make ItVisible”campaign which
builds clinics for U.S. veterans suïŹ€ering
from PTSD and other eïŹ€ects 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 ïŹfth 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
NONïšșPROFIT & 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 www.millennialmedia.com/mobile-intelligence to sign up
3
SITESEARCH
Post-Click Campaign Action Mix
CHART C
ENROLL/JOIN/
SUBSCRIBE
STORELOCATOR/
VIEWMAP
WATCHVIDEOAPPLICATION
DOWNLOAD
MïšșCOMMERCEDYNAMIC
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 www.millennialmedia.com/mobile-intelligence 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%
POSTïšșCLICK ACTION VERTICAL FREQUENCY
NR
7%
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 ïŹlm’s
ïŹght-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 ïŹlm.
4
Site/MobileTraïŹƒc 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/MobileTraïŹƒc and Increased FootTraïŹƒc. 35% of
campaigns focused on Increased FootTraïŹƒc goals by Retail
advertisers were looking to drive consumers into store locations.
Visit www.millennialmedia.com/mobile-intelligence to sign up
MARCH 2014
2013 Global Mobile AdvertiserTrends:
Campaign Engagement Methods
Sustained In-Market Presence
Site/MobileTraïŹƒc
Brand Awareness
Increased FootTraïŹƒc
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/MobileTraïŹƒc
Brand Awareness
Increased FootTraïŹƒc
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 www.millennialmedia.com/brands
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 www.millennialmedia.com/mobile-intelligence 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 gamiïŹcation, 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 eïŹ€ectiveness 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 diïŹ€erent 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 www.millennialmedia.com/brands
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 www.millennialmedia.com/mobile-intelligence 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
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:
http://www.millennialmedia.com/mobile-intelligence/special-reports/
OUR 2014
STATE OFTHE APPS
REPORT IS
NOW AVAILABLE
7
2013 Device & DeveloperTrends
Visit www.millennialmedia.com/mobile-intelligence 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.
*
AudienceTargeting – A strategy used by advertisers to deliver relevant messaging to speciïŹc 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 ïŹle 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 oïŹ€ers the user
more advanced capabilities beyond just voice and mobile web access.
Vertical – The classiïŹcation of advertisers by industry.
S.M.A.R.T.ℱ Glossary ofTerms
Visit www.millennialmedia.com/mobile-intelligence to sign up
MARCH 2014
About Millennial Media’s S.M.A.R.T.ℱ
The Scorecard for Mobile Advertising Reach andTargeting (S.M.A.R.T.)ℱ delivers regular insights on key trends in mobile
advertising based on actual standalone 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 Mixℱ report, the Scorecard for Mobile Advertising Reach andTargeting (S.M.A.R.T.)ℱ 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-ïŹrst 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 oïŹ€ers a broad array of solutions, delivered through brand, performance,
and programmatic approaches. For developers and publishers, the Company oïŹ€ers 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
research@millennialmedia.com.
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 www.millennialmedia.com/mobile-intelligence to sign up
MARCH 2014

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ĐĐœĐ°Đ»ĐžĐ· Ń€ĐŸŃƒĐŒĐžĐœĐłĐŸĐČых Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐŸĐżĐ”Ń€Đ°Ń‚ĐŸŃ€ĐŸĐČ Đ Đ€, йХ, ЕС Đž ĐŒĐžŃ€Đ° (ĐŽĐ”ĐșĐ°Đ±Ń€ŃŒ, 2016)ĐĐœĐ°Đ»ĐžĐ· Ń€ĐŸŃƒĐŒĐžĐœĐłĐŸĐČых Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐŸĐżĐ”Ń€Đ°Ń‚ĐŸŃ€ĐŸĐČ Đ Đ€, йХ, ЕС Đž ĐŒĐžŃ€Đ° (ĐŽĐ”ĐșĐ°Đ±Ń€ŃŒ, 2016)
ĐĐœĐ°Đ»ĐžĐ· Ń€ĐŸŃƒĐŒĐžĐœĐłĐŸĐČых Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐŸĐżĐ”Ń€Đ°Ń‚ĐŸŃ€ĐŸĐČ Đ Đ€, йХ, ЕС Đž ĐŒĐžŃ€Đ° (ĐŽĐ”ĐșĐ°Đ±Ń€ŃŒ, 2016)
 
ĐĐœĐ°Đ»ĐžĐ· Ń€ĐŸŃƒĐŒĐžĐœĐłĐŸĐČых Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐŸĐżĐ”Ń€Đ°Ń‚ĐŸŃ€ĐŸĐČ Đ Đ€, йХ, ЕС Đž ĐŒĐžŃ€Đ° (ĐČĐ”ŃĐœĐ°, 2016)
ĐĐœĐ°Đ»ĐžĐ· Ń€ĐŸŃƒĐŒĐžĐœĐłĐŸĐČых Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐŸĐżĐ”Ń€Đ°Ń‚ĐŸŃ€ĐŸĐČ Đ Đ€, йХ, ЕС Đž ĐŒĐžŃ€Đ° (ĐČĐ”ŃĐœĐ°, 2016)ĐĐœĐ°Đ»ĐžĐ· Ń€ĐŸŃƒĐŒĐžĐœĐłĐŸĐČых Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐŸĐżĐ”Ń€Đ°Ń‚ĐŸŃ€ĐŸĐČ Đ Đ€, йХ, ЕС Đž ĐŒĐžŃ€Đ° (ĐČĐ”ŃĐœĐ°, 2016)
ĐĐœĐ°Đ»ĐžĐ· Ń€ĐŸŃƒĐŒĐžĐœĐłĐŸĐČых Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐŸĐżĐ”Ń€Đ°Ń‚ĐŸŃ€ĐŸĐČ Đ Đ€, йХ, ЕС Đž ĐŒĐžŃ€Đ° (ĐČĐ”ŃĐœĐ°, 2016)
 
ĐŸĐŸĐșрытОД сДтДĐč 4G ĐČ ŃŃ‚ĐŸĐ»ĐžŃ‡ĐœŃ‹Ń… Ń€Đ”ĐłĐžĐŸĐœĐ°Ń… 10 ŃŃ‚Ń€Đ°Đœ ЕĐČŃ€ĐŸĐżŃ‹, ĐČĐșĐ»ŃŽŃ‡Đ°Ń Đ ĐŸŃŃĐžŃŽ
ĐŸĐŸĐșрытОД сДтДĐč 4G ĐČ ŃŃ‚ĐŸĐ»ĐžŃ‡ĐœŃ‹Ń… Ń€Đ”ĐłĐžĐŸĐœĐ°Ń… 10 ŃŃ‚Ń€Đ°Đœ ЕĐČŃ€ĐŸĐżŃ‹, ĐČĐșĐ»ŃŽŃ‡Đ°Ń Đ ĐŸŃŃĐžŃŽĐŸĐŸĐșрытОД сДтДĐč 4G ĐČ ŃŃ‚ĐŸĐ»ĐžŃ‡ĐœŃ‹Ń… Ń€Đ”ĐłĐžĐŸĐœĐ°Ń… 10 ŃŃ‚Ń€Đ°Đœ ЕĐČŃ€ĐŸĐżŃ‹, ĐČĐșĐ»ŃŽŃ‡Đ°Ń Đ ĐŸŃŃĐžŃŽ
ĐŸĐŸĐșрытОД сДтДĐč 4G ĐČ ŃŃ‚ĐŸĐ»ĐžŃ‡ĐœŃ‹Ń… Ń€Đ”ĐłĐžĐŸĐœĐ°Ń… 10 ŃŃ‚Ń€Đ°Đœ ЕĐČŃ€ĐŸĐżŃ‹, ĐČĐșĐ»ŃŽŃ‡Đ°Ń Đ ĐŸŃŃĐžŃŽ
 
ĐĐœĐ°Đ»ĐžĐ· Ń€ĐŸŃƒĐŒĐžĐœĐłĐŸĐČых Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐŸĐżĐ”Ń€Đ°Ń‚ĐŸŃ€ĐŸĐČ Đ Đ€, йХ, ЕС Đž ĐŒĐžŃ€Đ° (ĐŸŃĐ”ĐœŃŒ, 2015)
ĐĐœĐ°Đ»ĐžĐ· Ń€ĐŸŃƒĐŒĐžĐœĐłĐŸĐČых Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐŸĐżĐ”Ń€Đ°Ń‚ĐŸŃ€ĐŸĐČ Đ Đ€, йХ, ЕС Đž ĐŒĐžŃ€Đ° (ĐŸŃĐ”ĐœŃŒ, 2015)ĐĐœĐ°Đ»ĐžĐ· Ń€ĐŸŃƒĐŒĐžĐœĐłĐŸĐČых Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐŸĐżĐ”Ń€Đ°Ń‚ĐŸŃ€ĐŸĐČ Đ Đ€, йХ, ЕС Đž ĐŒĐžŃ€Đ° (ĐŸŃĐ”ĐœŃŒ, 2015)
ĐĐœĐ°Đ»ĐžĐ· Ń€ĐŸŃƒĐŒĐžĐœĐłĐŸĐČых Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐŸĐżĐ”Ń€Đ°Ń‚ĐŸŃ€ĐŸĐČ Đ Đ€, йХ, ЕС Đž ĐŒĐžŃ€Đ° (ĐŸŃĐ”ĐœŃŒ, 2015)
 
App Annie: ĐŽĐŸŃ…ĐŸĐŽŃ‹ Đž Đ·Đ°ĐłŃ€ŃƒĐ·ĐșĐž ĐŒĐŸĐ±ĐžĐ»ŃŒĐœŃ‹Ń… огр
App Annie: ĐŽĐŸŃ…ĐŸĐŽŃ‹ Đž Đ·Đ°ĐłŃ€ŃƒĐ·ĐșĐž ĐŒĐŸĐ±ĐžĐ»ŃŒĐœŃ‹Ń… огрApp Annie: ĐŽĐŸŃ…ĐŸĐŽŃ‹ Đž Đ·Đ°ĐłŃ€ŃƒĐ·ĐșĐž ĐŒĐŸĐ±ĐžĐ»ŃŒĐœŃ‹Ń… огр
App Annie: ĐŽĐŸŃ…ĐŸĐŽŃ‹ Đž Đ·Đ°ĐłŃ€ŃƒĐ·ĐșĐž ĐŒĐŸĐ±ĐžĐ»ŃŒĐœŃ‹Ń… огр
 
Đ Ń‹ĐœĐŸĐș SMS-Ń€Đ°ŃŃŃ‹Đ»ĐŸĐș ĐČ Đ ĐŸŃŃĐžĐž (АĐČгуст, 2015)
Đ Ń‹ĐœĐŸĐș SMS-Ń€Đ°ŃŃŃ‹Đ»ĐŸĐș ĐČ Đ ĐŸŃŃĐžĐž (АĐČгуст, 2015)Đ Ń‹ĐœĐŸĐș SMS-Ń€Đ°ŃŃŃ‹Đ»ĐŸĐș ĐČ Đ ĐŸŃŃĐžĐž (АĐČгуст, 2015)
Đ Ń‹ĐœĐŸĐș SMS-Ń€Đ°ŃŃŃ‹Đ»ĐŸĐș ĐČ Đ ĐŸŃŃĐžĐž (АĐČгуст, 2015)
 
Đ€ĐžĐœĐ°ĐœŃĐŸĐČŃ‹Đ” ĐžŃ‚ĐŸĐłĐž МбС (2 ĐșĐČартал 2015)
Đ€ĐžĐœĐ°ĐœŃĐŸĐČŃ‹Đ” ĐžŃ‚ĐŸĐłĐž МбС (2 ĐșĐČартал 2015)Đ€ĐžĐœĐ°ĐœŃĐŸĐČŃ‹Đ” ĐžŃ‚ĐŸĐłĐž МбС (2 ĐșĐČартал 2015)
Đ€ĐžĐœĐ°ĐœŃĐŸĐČŃ‹Đ” ĐžŃ‚ĐŸĐłĐž МбС (2 ĐșĐČартал 2015)
 
ĐĐœĐ°Đ»ĐžĐ· Ń€ĐŸŃƒĐŒĐžĐœĐłĐŸĐČых Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐŸĐżĐ”Ń€Đ°Ń‚ĐŸŃ€ĐŸĐČ Đ Đ€, йХ, ЕС Đž ĐŒĐžŃ€Đ° (ĐČĐ”ŃĐœĐ°, 2015)
ĐĐœĐ°Đ»ĐžĐ· Ń€ĐŸŃƒĐŒĐžĐœĐłĐŸĐČых Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐŸĐżĐ”Ń€Đ°Ń‚ĐŸŃ€ĐŸĐČ Đ Đ€, йХ, ЕС Đž ĐŒĐžŃ€Đ° (ĐČĐ”ŃĐœĐ°, 2015)ĐĐœĐ°Đ»ĐžĐ· Ń€ĐŸŃƒĐŒĐžĐœĐłĐŸĐČых Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐŸĐżĐ”Ń€Đ°Ń‚ĐŸŃ€ĐŸĐČ Đ Đ€, йХ, ЕС Đž ĐŒĐžŃ€Đ° (ĐČĐ”ŃĐœĐ°, 2015)
ĐĐœĐ°Đ»ĐžĐ· Ń€ĐŸŃƒĐŒĐžĐœĐłĐŸĐČых Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐŸĐżĐ”Ń€Đ°Ń‚ĐŸŃ€ĐŸĐČ Đ Đ€, йХ, ЕС Đž ĐŒĐžŃ€Đ° (ĐČĐ”ŃĐœĐ°, 2015)
 
МбС, ĐŸĐżĐ”Ń€Đ°Ń†ĐžĐŸĐœĐœŃ‹Đ” ĐžŃ‚ĐŸĐłĐž 2014 ĐłĐŸĐŽĐ°
МбС, ĐŸĐżĐ”Ń€Đ°Ń†ĐžĐŸĐœĐœŃ‹Đ” ĐžŃ‚ĐŸĐłĐž 2014 ĐłĐŸĐŽĐ°ĐœĐąĐĄ, ĐŸĐżĐ”Ń€Đ°Ń†ĐžĐŸĐœĐœŃ‹Đ” ĐžŃ‚ĐŸĐłĐž 2014 ĐłĐŸĐŽĐ°
МбС, ĐŸĐżĐ”Ń€Đ°Ń†ĐžĐŸĐœĐœŃ‹Đ” ĐžŃ‚ĐŸĐłĐž 2014 ĐłĐŸĐŽĐ°
 
ĐĄŃ‚ĐŸĐžĐŒĐŸŃŃ‚ŃŒ услуг сĐČŃĐ·Đž ĐČ Ń€Đ”ĐłĐžĐŸĐœĐ°Ń… Đ ĐŸŃŃĐžĐž (2014)
ĐĄŃ‚ĐŸĐžĐŒĐŸŃŃ‚ŃŒ услуг сĐČŃĐ·Đž ĐČ Ń€Đ”ĐłĐžĐŸĐœĐ°Ń… Đ ĐŸŃŃĐžĐž (2014)ĐĄŃ‚ĐŸĐžĐŒĐŸŃŃ‚ŃŒ услуг сĐČŃĐ·Đž ĐČ Ń€Đ”ĐłĐžĐŸĐœĐ°Ń… Đ ĐŸŃŃĐžĐž (2014)
ĐĄŃ‚ĐŸĐžĐŒĐŸŃŃ‚ŃŒ услуг сĐČŃĐ·Đž ĐČ Ń€Đ”ĐłĐžĐŸĐœĐ°Ń… Đ ĐŸŃŃĐžĐž (2014)
 
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ОтчДт ĐșĐŸĐŒĐżĐ°ĐœĐžĐž «ЕĐČŃ€ĐŸŃĐ”Ń‚ŃŒÂ» ĐŸ ĐżŃ€ĐŸĐŽĐ°Đ¶Đ°Ń… Đ°ĐșŃĐ”ŃŃŃƒĐ°Ń€ĐŸĐČ ŃĐŸĐ±ŃŃ‚ĐČĐ”ĐœĐœĐŸĐč Ń‚ĐŸŃ€ĐłĐŸĐČĐŸĐč ĐŒĐ°Ń€ĐșĐž G...ОтчДт ĐșĐŸĐŒĐżĐ°ĐœĐžĐž «ЕĐČŃ€ĐŸŃĐ”Ń‚ŃŒÂ» ĐŸ ĐżŃ€ĐŸĐŽĐ°Đ¶Đ°Ń… Đ°ĐșŃĐ”ŃŃŃƒĐ°Ń€ĐŸĐČ ŃĐŸĐ±ŃŃ‚ĐČĐ”ĐœĐœĐŸĐč Ń‚ĐŸŃ€ĐłĐŸĐČĐŸĐč ĐŒĐ°Ń€ĐșĐž G...
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СраĐČĐœĐžŃ‚Đ”Đ»ŃŒĐœŃ‹Đč Đ°ĐœĐ°Đ»ĐžĐ· Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐœĐ° Ń€ĐŸŃƒĐŒĐžĐœĐł ĐŒĐŸĐ±ĐžĐ»ŃŒĐœĐŸĐłĐŸ ĐžĐœŃ‚Đ”Ń€ĐœĐ”Ń‚Đ°, ĐŒĐ°Đč 2014
СраĐČĐœĐžŃ‚Đ”Đ»ŃŒĐœŃ‹Đč Đ°ĐœĐ°Đ»ĐžĐ· Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐœĐ° Ń€ĐŸŃƒĐŒĐžĐœĐł ĐŒĐŸĐ±ĐžĐ»ŃŒĐœĐŸĐłĐŸ ĐžĐœŃ‚Đ”Ń€ĐœĐ”Ń‚Đ°, ĐŒĐ°Đč 2014СраĐČĐœĐžŃ‚Đ”Đ»ŃŒĐœŃ‹Đč Đ°ĐœĐ°Đ»ĐžĐ· Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐœĐ° Ń€ĐŸŃƒĐŒĐžĐœĐł ĐŒĐŸĐ±ĐžĐ»ŃŒĐœĐŸĐłĐŸ ĐžĐœŃ‚Đ”Ń€ĐœĐ”Ń‚Đ°, ĐŒĐ°Đč 2014
СраĐČĐœĐžŃ‚Đ”Đ»ŃŒĐœŃ‹Đč Đ°ĐœĐ°Đ»ĐžĐ· Ń‚Đ°Ń€ĐžŃ„ĐŸĐČ ĐœĐ° Ń€ĐŸŃƒĐŒĐžĐœĐł ĐŒĐŸĐ±ĐžĐ»ŃŒĐœĐŸĐłĐŸ ĐžĐœŃ‚Đ”Ń€ĐœĐ”Ń‚Đ°, ĐŒĐ°Đč 2014
 
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МбС: Đ˜Ń‚ĐŸĐłĐž 1 ĐșĐČартала 2014 ĐłĐŸĐŽĐ°
МбС: Đ˜Ń‚ĐŸĐłĐž 1 ĐșĐČартала 2014 ĐłĐŸĐŽĐ°ĐœĐąĐĄ: Đ˜Ń‚ĐŸĐłĐž 1 ĐșĐČартала 2014 ĐłĐŸĐŽĐ°
МбС: Đ˜Ń‚ĐŸĐłĐž 1 ĐșĐČартала 2014 ĐłĐŸĐŽĐ°
 
Đ Ń‹ĐœĐŸĐș ĐžĐœŃ‚Đ”Ń€ĐœĐ”Ń‚-ĐșĐžĐœĐŸŃ‚Đ”Đ°Ń‚Ń€ĐŸĐČ ĐČ Đ ĐŸŃŃĐžĐž 2013
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Đ Ń‹ĐœĐŸĐș ĐžĐœŃ‚Đ”Ń€ĐœĐ”Ń‚-ĐșĐžĐœĐŸŃ‚Đ”Đ°Ń‚Ń€ĐŸĐČ ĐČ Đ ĐŸŃŃĐžĐž 2013
 
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Đ€ĐžĐœĐ°ĐœŃĐŸĐČŃ‹Đ” Đž ĐŸĐżĐ”Ń€Đ°Ń†ĐžĐŸĐœĐœŃ‹Đ” Ń€Đ”Đ·ŃƒĐ»ŃŒŃ‚Đ°Ń‚Ń‹ МбС 4 ĐșĐČ. 2013Đ€ĐžĐœĐ°ĐœŃĐŸĐČŃ‹Đ” Đž ĐŸĐżĐ”Ń€Đ°Ń†ĐžĐŸĐœĐœŃ‹Đ” Ń€Đ”Đ·ŃƒĐ»ŃŒŃ‚Đ°Ń‚Ń‹ МбС 4 ĐșĐČ. 2013
Đ€ĐžĐœĐ°ĐœŃĐŸĐČŃ‹Đ” Đž ĐŸĐżĐ”Ń€Đ°Ń†ĐžĐŸĐœĐœŃ‹Đ” Ń€Đ”Đ·ŃƒĐ»ŃŒŃ‚Đ°Ń‚Ń‹ МбС 4 ĐșĐČ. 2013
 
Đ€ĐžĐœĐ°ĐœŃĐŸĐČŃ‹Đ” Đž ĐŸĐżĐ”Ń€Đ°Ń†ĐžĐŸĐœĐœŃ‹Đ” ĐžŃ‚ĐŸĐłĐž Tele2 2013
Đ€ĐžĐœĐ°ĐœŃĐŸĐČŃ‹Đ” Đž ĐŸĐżĐ”Ń€Đ°Ń†ĐžĐŸĐœĐœŃ‹Đ” ĐžŃ‚ĐŸĐłĐž Tele2 2013Đ€ĐžĐœĐ°ĐœŃĐŸĐČŃ‹Đ” Đž ĐŸĐżĐ”Ń€Đ°Ń†ĐžĐŸĐœĐœŃ‹Đ” ĐžŃ‚ĐŸĐłĐž Tele2 2013
Đ€ĐžĐœĐ°ĐœŃĐŸĐČŃ‹Đ” Đž ĐŸĐżĐ”Ń€Đ°Ń†ĐžĐŸĐœĐœŃ‹Đ” ĐžŃ‚ĐŸĐłĐž Tele2 2013
 
Đ˜ŃŃĐ»Đ”ĐŽĐŸĐČĐ°ĐœĐžĐ” ŃƒŃ€ĐŸĐČĐœŃ Đ·ĐœĐ°ĐœĐžŃ Đž ĐżĐŸĐ»ŃŒĐ·ĐŸĐČĐ°ĐœĐžŃ Đ»Đ”ĐłĐ°Đ»ŃŒĐœŃ‹ĐŒĐž ĐŸĐœĐ»Đ°ĐčĐœ-ĐșĐžĐœĐŸŃ‚Đ”Đ°Ń‚Ń€Đ°ĐŒĐž
Đ˜ŃŃĐ»Đ”ĐŽĐŸĐČĐ°ĐœĐžĐ” ŃƒŃ€ĐŸĐČĐœŃ Đ·ĐœĐ°ĐœĐžŃ Đž ĐżĐŸĐ»ŃŒĐ·ĐŸĐČĐ°ĐœĐžŃ Đ»Đ”ĐłĐ°Đ»ŃŒĐœŃ‹ĐŒĐž ĐŸĐœĐ»Đ°ĐčĐœ-ĐșĐžĐœĐŸŃ‚Đ”Đ°Ń‚Ń€Đ°ĐŒĐžĐ˜ŃŃĐ»Đ”ĐŽĐŸĐČĐ°ĐœĐžĐ” ŃƒŃ€ĐŸĐČĐœŃ Đ·ĐœĐ°ĐœĐžŃ Đž ĐżĐŸĐ»ŃŒĐ·ĐŸĐČĐ°ĐœĐžŃ Đ»Đ”ĐłĐ°Đ»ŃŒĐœŃ‹ĐŒĐž ĐŸĐœĐ»Đ°ĐčĐœ-ĐșĐžĐœĐŸŃ‚Đ”Đ°Ń‚Ń€Đ°ĐŒĐž
Đ˜ŃŃĐ»Đ”ĐŽĐŸĐČĐ°ĐœĐžĐ” ŃƒŃ€ĐŸĐČĐœŃ Đ·ĐœĐ°ĐœĐžŃ Đž ĐżĐŸĐ»ŃŒĐ·ĐŸĐČĐ°ĐœĐžŃ Đ»Đ”ĐłĐ°Đ»ŃŒĐœŃ‹ĐŒĐž ĐŸĐœĐ»Đ°ĐčĐœ-ĐșĐžĐœĐŸŃ‚Đ”Đ°Ń‚Ń€Đ°ĐŒĐž
 
Tele2 Đ ĐŸŃŃĐžŃ прДЎстаĐČОла пДрĐČыĐč ĐŸŃ‚Ń‡Đ”Ń‚ ĐČ ĐŸĐ±Đ»Đ°ŃŃ‚Đž ĐșĐŸŃ€ĐżĐŸŃ€Đ°Ń‚ĐžĐČĐœĐŸĐč ŃĐŸŃ†ĐžĐ°Đ»ŃŒĐœĐŸĐč ĐŸŃ‚ĐČĐ”...
Tele2 Đ ĐŸŃŃĐžŃ прДЎстаĐČОла пДрĐČыĐč ĐŸŃ‚Ń‡Đ”Ń‚ ĐČ ĐŸĐ±Đ»Đ°ŃŃ‚Đž ĐșĐŸŃ€ĐżĐŸŃ€Đ°Ń‚ĐžĐČĐœĐŸĐč ŃĐŸŃ†ĐžĐ°Đ»ŃŒĐœĐŸĐč ĐŸŃ‚ĐČĐ”...Tele2 Đ ĐŸŃŃĐžŃ прДЎстаĐČОла пДрĐČыĐč ĐŸŃ‚Ń‡Đ”Ń‚ ĐČ ĐŸĐ±Đ»Đ°ŃŃ‚Đž ĐșĐŸŃ€ĐżĐŸŃ€Đ°Ń‚ĐžĐČĐœĐŸĐč ŃĐŸŃ†ĐžĐ°Đ»ŃŒĐœĐŸĐč ĐŸŃ‚ĐČĐ”...
Tele2 Đ ĐŸŃŃĐžŃ прДЎстаĐČОла пДрĐČыĐč ĐŸŃ‚Ń‡Đ”Ń‚ ĐČ ĐŸĐ±Đ»Đ°ŃŃ‚Đž ĐșĐŸŃ€ĐżĐŸŃ€Đ°Ń‚ĐžĐČĐœĐŸĐč ŃĐŸŃ†ĐžĐ°Đ»ŃŒĐœĐŸĐč ĐŸŃ‚ĐČĐ”...
 
Đ“Đ”ĐŸĐ»ĐŸĐșацоя - Đșлюч ĐŒĐŸĐ±ĐžĐ»ŃŒĐœĐŸĐłĐŸ ĐŒĐ°Ń€ĐșĐ”Ń‚ĐžĐœĐłĐ°,
Đ“Đ”ĐŸĐ»ĐŸĐșацоя - Đșлюч ĐŒĐŸĐ±ĐžĐ»ŃŒĐœĐŸĐłĐŸ ĐŒĐ°Ń€ĐșĐ”Ń‚ĐžĐœĐłĐ°, Đ“Đ”ĐŸĐ»ĐŸĐșацоя - Đșлюч ĐŒĐŸĐ±ĐžĐ»ŃŒĐœĐŸĐłĐŸ ĐŒĐ°Ń€ĐșĐ”Ń‚ĐžĐœĐłĐ°,
Đ“Đ”ĐŸĐ»ĐŸĐșацоя - Đșлюч ĐŒĐŸĐ±ĐžĐ»ŃŒĐœĐŸĐłĐŸ ĐŒĐ°Ń€ĐșĐ”Ń‚ĐžĐœĐłĐ°,
 

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Mobile ads trends in 2013-2014

  • 1.
  • 2. CAMPAIGN HIGHLIGHT: INTREPID To download this and other campaign summaries, visit www.millennialmedia.com/brands GOAL: Raise awareness and drive donations for the“Make ItVisible”campaign which builds clinics for U.S. veterans suïŹ€ering from PTSD and other eïŹ€ects 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 ïŹfth 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 NONïšșPROFIT & 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 www.millennialmedia.com/mobile-intelligence to sign up
  • 3. 3 SITESEARCH Post-Click Campaign Action Mix CHART C ENROLL/JOIN/ SUBSCRIBE STORELOCATOR/ VIEWMAP WATCHVIDEOAPPLICATION DOWNLOAD MïšșCOMMERCEDYNAMIC 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 www.millennialmedia.com/mobile-intelligence 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% POSTïšșCLICK ACTION VERTICAL FREQUENCY NR 7%
  • 4. 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 ïŹlm’s ïŹght-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 ïŹlm. 4 Site/MobileTraïŹƒc 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/MobileTraïŹƒc and Increased FootTraïŹƒc. 35% of campaigns focused on Increased FootTraïŹƒc goals by Retail advertisers were looking to drive consumers into store locations. Visit www.millennialmedia.com/mobile-intelligence to sign up MARCH 2014 2013 Global Mobile AdvertiserTrends: Campaign Engagement Methods Sustained In-Market Presence Site/MobileTraïŹƒc Brand Awareness Increased FootTraïŹƒc 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/MobileTraïŹƒc Brand Awareness Increased FootTraïŹƒc 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 www.millennialmedia.com/brands
  • 5. 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 www.millennialmedia.com/mobile-intelligence 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 gamiïŹcation, 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 eïŹ€ectiveness 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 diïŹ€erent 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 www.millennialmedia.com/brands
  • 6. 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 www.millennialmedia.com/mobile-intelligence 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
  • 7. 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: http://www.millennialmedia.com/mobile-intelligence/special-reports/ OUR 2014 STATE OFTHE APPS REPORT IS NOW AVAILABLE 7 2013 Device & DeveloperTrends Visit www.millennialmedia.com/mobile-intelligence 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.
  • 8. * AudienceTargeting – A strategy used by advertisers to deliver relevant messaging to speciïŹc 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 ïŹle 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 oïŹ€ers the user more advanced capabilities beyond just voice and mobile web access. Vertical – The classiïŹcation of advertisers by industry. S.M.A.R.T.ℱ Glossary ofTerms Visit www.millennialmedia.com/mobile-intelligence to sign up MARCH 2014
  • 9. About Millennial Media’s S.M.A.R.T.ℱ The Scorecard for Mobile Advertising Reach andTargeting (S.M.A.R.T.)ℱ delivers regular insights on key trends in mobile advertising based on actual standalone 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 Mixℱ report, the Scorecard for Mobile Advertising Reach andTargeting (S.M.A.R.T.)ℱ 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-ïŹrst 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 oïŹ€ers a broad array of solutions, delivered through brand, performance, and programmatic approaches. For developers and publishers, the Company oïŹ€ers 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 research@millennialmedia.com. 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 www.millennialmedia.com/mobile-intelligence to sign up MARCH 2014