Millennial Media Reveals First View of U.S. Mobile Advertising Campaign Data for Brand Advertisers

Baltimore, MD. (April 16, 2009) – Millennial Media, the largest and fastest-growing mobile advertising networks company in the world’s largest advertising market, today announced the launch of a new monthly brand advertiser-focused Scorecard for Mobile Advertising Reach and Targeting (SMART). The SMART offers a view of key metrics observed via Millennial Media’s ad networks. This monthly program details relevant insights about the U.S. mobile advertising market by focusing on reach, targeting, impressions and handset information. Millennial Media’s SMART also changes the dialogue from publisher-focused industry sizing metrics like number of impressions, to advertiser and media-relevant metrics including reach and engagement. Additionally, the SMART provides analysis and recommendations for advertisers looking to better understand and excel in the mobile advertising market.

Reach and engagement are at the center of this new monthly metrics program, and two of the most critical factors in establishing an approach to buying mobile media. Other metrics included in the March SMART provide additional guidance for more specific campaign-related decisions.

The mobile advertising business is showing strong growth in a tough media market as is evidenced by Millennial Media’s SMART. Set against the universe of brand impact studies completed by InsightExpress® for over a year, mobile provided 5X the lift (in brand metrics) than that of Internet advertising campaigns, and many leading edge agencies are now making mobile a centerpiece of their media strategy.

“The mobile phone is an essential part of everyday life. At Moxie Interactive we don’t think about target audiences”, we think about engaging experiences. Whether the consumer is viewing media through an application, browser, or social networking experience, advertisers have a great opportunity to reach their consumers in a very impactful environment” said Joel Lunenfeld, Chief Innovation Officer, Moxie Interactive. “It is great to see Millennial Media release this data, which shows that advertisers are achieving results in mobile.”

Highlights from Millennial Media’s March SMART include:

• More than 10B U.S. impressions in Q1 2009 (January through March); 3.39B in March alone
• Reach of nearly 31M out of the 56M Nielsen-identified mobile internet users
• The top 20 mobile handsets account for 43% of all mobile web traffic on Millennial Media’s networks
• 58% of campaigns utilized some level of geo targeting
• 10 of the top 20 U.S. mobile DMAs by ad requests were in three states: California, Texas and Florida.
• 42% of campaigns utilized frequency capping
• 1.09 were the average number of ad requests per page view
• 42% of brands are utilizing other Third Party tracking capabilities, while 58% rely on Millennial Media for campaign tracking

“Mobile is real, has attractive reach, and is delivering the most cost-effective engagement in the digital advertising space,” said Paul Palmieri, president and CEO, Millennial Media. “We are delighted to put a program in place to help advertisers understand the scale, value and growth of the mobile medium based on our observed network data.”

Millennial Media’s March SMART data was compiled from actual campaign and network traffic. The company’s reach, campaign analysis and CPEUâ„¢ calculation methodology can be found within the March SMART. To register to receive Millennial Media’s monthly Scorecard for Mobile Advertising Reach and Targeting, go to http://www.millenialmedia.com/research.

ATTENTION EDITORS/REPORTERS: Copies of the charts and other visuals are available. Please contact Mack McKelvey at Millennial Media with any data requests.

About Millennial Media, Inc.
Millennial Media is the industry’s leading mobile media networks company – leveraging its quality advertising networks and extensive reach of the lucrative “millennial” audience to define the mobile advertising industry. With Millennial Motion rich media for engaging user experiences, the MBrand network for targeted audiences across premium content and Decktradeâ„¢ for performance-driven campaigns, Millennial Media has the solution designed to meet any advertising need. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all publishers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. For more information, please visit www.millennialmedia.com or follow us on Twitter at www.twitter.com/millennialmedia.

Media and Analyst Inquiries
Erin (Mack) McKelvey
VP of Marketing
443 992 4193 (o)
443 878 5673 (m)
mack@millennialmedia.com

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