Millennial Media Reveals May U.S. Mobile Advertising Campaign Data for Brand Advertisers

BALTIMORE, MD, June 18, 2009 – Millennial Media, the largest and fastest-growing mobile advertising networks company in the U.S., today released its May brand advertiser-focused Scorecard for Mobile Advertising Reach and Targeting (SMART)â„¢. “Advertisers and media buyers can get a real insight into the results of mobile campaigns with Millennial Media’s monthly SMART report – from determining the value of advertising, to which campaign elements delivered the best results, it’s a great resource,” said Beccy Asplin, Channel Marketing, Bango.

Millennial Media monitored mobile user behavior throughout May and is reporting a first view of May vs. Memorial Day successes and opportunities that occurred on our networks. In the section entitled “Mobile Memorial Day: What Labor Day Advertisers Can Learn from Memorial Day,” mobile reached and engaged vacationers/people on the go over the holiday. During the Memorial Day weekend, vacationers and travelers relied on their mobile devices to stay connected, search for information, and make buying decisions. Further key insights included:

• Wi-Fi usage over the Memorial Day holiday weekend dropped 10%, showing the “substitution effect”; travelers used Wi-Fi less, while traffic on our network increased 11%
• Advertisers that increased spend in the two weeks prior to and leading into the Holiday Weekend reaped the benefits of mobile internet interactions:
• 12% overall interaction rate lift across key advertiser vertical categories
• 18% interaction rate lift in the auto vertical
• 19% interaction rate lift in the travel vertical

In response to advertiser request, Millennial Media also included deeper insights into mobile’s targeting capabilities, and again showed its Cost Per Engaged User (CPEUâ„¢) across these different targeting methods.

Among the most salient highlights from Millennial Media’s May SMART include:

Reach and Engagement Highlights:

• Millennial Media now reaches approximately 43M or 73% of U.S. Mobile Internet users (up from 56%), according to Nielsen’s April Mobile Report Standard Metrics.
• 40% of post-click actions leveraged device application functionality (AppStore, Watch Video, Place call), while 60% utilized mobile web-based browser interaction.
• 79.7% of campaigns drove users to specific microsites or expanding rich media ad units, versus persistent destination sites.

Device Highlights:

• The Instinct replaced the iPhone as #1 on the list of the Top 20 Mobile Phones across our network, and T-Mobile’s Dream entered the top 10.
• While the top two manufacturers (Samsung #1 and Apple#2) remained in the same slots this month, Motorola edged out LG as the #3 device manufacturer on our network, thanks to a long tail of handsets that still shows staying power.
• Devices with touch screen input increased overall as a segment by 6.5% month-over-month
• Initial iPhone 3.0 software impressions showed up on the network pre-market launch.

Millennial Media’s May 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 May SMART. To register to receive Millennial Media’s monthly Scorecard for Mobile Advertising Reach and Targeting, go to http://www.millennialmedia.com/research.

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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