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

BALTIMORE, MD, May 20, 2009 – Millennial Media, the largest and fastest-growing mobile advertising networks company in the U.S., today released its April brand advertiser-focused Scorecard for Mobile Advertising Reach and Targeting (SMART)â„¢.

The Millennial Media 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 and handset information.

The mobile marketing space continued its pace of strong month-over-month growth, as mobile campaigns increasingly comprised an essential role in holistic advertising campaigns. Audience targeting campaign activity far outpaced demographic targeting by nearly four times in April, which translated to major increases in purchase intent for key age groups. Additionally, the complexity of mobile ad campaigns showed significant lift in the number of users being driven to an established and persistent mobile destination.

“InsightExpress works closely with ad networks to measure the impact brands are having on their targeted consumer. Millennial Media´s SMART data shows the role mobile advertising plays today, and the growth opportunities for tomorrow,” said Joy Liuzzo, Director of Marketing and Mobile Research, InsightExpress. “This month´s SMART mirrors our own research in finding that ad networks and brands have seen great success in targeting campaigns towards all demographics. This is particularly true for 18-24 year old digital natives whose purchase intent can be influenced significantly by mobile campaigns.”

Reach and Engagement highlights:

• Millennial Media now reaches approximately 31.8M or 56% of U.S. Mobile Internet users (57.3M users according to Nielsen´s March Mobile Report Standard Metrics).
• 54% of campaigns utilized frequency capping, up from 42% in March.
• The average number of ad requests per page view was 1.08.
• 46% of post-click actions leveraged device application functionality (AppStore, Watch Video, Place call), while 56% utilized mobile web-based browser interaction.
• Stronger adoption of behavioral targeting shifted campaign activity from Demographic to Audience Targeting (increased 4X month over month).
• 66% of campaigns drove users to specific microsites or expanding rich media ad units.
• 18-24 year olds who were exposed to a mobile campaign had a 9X increase in purchase intent.
• 78% of publishers provided some level of geographic information.

Device Highlights:

• iPhone/iTouch impressions grew 8% month over month set new network-wide record.
• Apple edged out LG as the #2 device manufacturer.
• Initial Palm Pre impressions showed up on the network, as Palm apparently started to seed the market pre-consumer launch; and the Blackberry Storm cracked our top 20 mobile phone list at number 15.
• QWERTY surpassed the traditional keypad as the top input mechanism for mobile; while Touch/ QWERTY combined input devices (like the G1) doubled month over month.

“The April SMART once again displays that mobile advertising is continuing on the path to becoming a spending imperative for brand advertisers,” said Paul Palmieri, president and CEO, Millennial Media. “Brands saw particularly good dividends on spend in custom subnet and audience targeting. Additionally, increasingly effective campaign targeting, which resulted in stronger interaction rates, continued to represent more effective spend than online.”

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

ATTENTION MEDIA/ANALYSTS: Copies of the charts and other visuals are available.

About Millennial Media´s SMART
Scorecard for Mobile Advertising Reach and Targeting (SMART)™ offers a view of key metrics observed via Millennial Media´s mobile ad networks. This monthly program details relevant insights about the U.S. mobile advertising market by focusing on reach, targeting, engagement and select 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.

About Millennial Media, Inc.
Millennial Media, the largest and fastest growing mobile advertising networks company in the U.S., offers the only true, end-to-end platform for mobile advertising – with full-service and self-service solutions designed to meet a vast spectrum of marketing objectives. With rich post-click solutions for engaging user experiences, the MBrandâ„¢ network for targeted audiences across premium content, and Decktradeâ„¢ for large-scale performance campaigns, Millennial Media´s suite of solutions will 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 http://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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