Millennial Media Releases 50th Mobile Intelligence Report

Q2 Report Highlights Key Mobile Ad Vertical Growth, Smartphone Evolution, Developer Trends, Mobile Video and More

Baltimore, MD—August 12, 2011— Millennial Media, the leading mobile advertising and data company powering the app economy, today released its 50th mobile intelligence report — a special Q2 edition of the award-winning Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ report.

Since the inception of the S.M.A.R.T.™ report, Millennial Media has chronicled the rise of the mobile advertising industry.  As the industry has evolved, Millennial has expanded its leadership position in mobile intelligence by bringing new reports to market like the monthly Mobile Mix™: The Device Index report, the State of the Apps Industry Snapshot and more.

Through the past two years, the various reports have chronicled the changing device landscape, as well as specific advertiser trends—such as the increased role mobile has played for brands trying to reach local consumers. In the last year, the number of Local Market targeted campaigns on the Millennial Media network has grown by over 100%.

Millennial Media’s 50th report, the Q2 S.M.A.R.T.™, highlights the growth of the mobile ecosystem  through the top 10 mobile ad verticals, where advertiser spend in six different industries experienced triple digit growth or better year-over-year.

“Mobile research and intelligence is a cornerstone of Millennial Media,” said Erin (Mack) McKelvey, SVP, Marketing, Millennial Media. “Mobile advertising is a high growth industry and our mobile intelligence reports are a way for us to help the ecosystem cut through the hype to make real investment and spending decisions.”

Other highlights in the Q2 S.M.A.R.T.™ report:

  • The number of U.S. mobile video viewers has grown 40% year-over-year, according to Nielsen. Brands like Patagonia are leveraging interactive mobile video to create an engaging, interactive consumer experiences.
  • Local Market targeting made up 44% of all targeted audience campaigns. In the original S.M.A.R.T.™ report, this was approximately 1% and was not a featured section in the chart.
  • Since the first S.M.A.R.T.™ report, the only two mobile devices that are still on the list of the top 20 phones are the iPhone and BlackBerry Curve,
  • 60% of the devices on the Millennial network use a touch screen as the primary input device. In the first S.M.A.R.T.™ report, only 27% of the devices were touch screen. This change was largely driven by the rise of the iPhone, Android and connected devices.

The data for S.M.A.R.T.™ is pulled from the tens of billions of monthly ad impressions on Millennial Media’s mobile ad network. The report reaches over 15,000 end users, agency members, brand marketers and reporters every month.

Visit http://www.millennialmedia.com/research/ to download the Q2 S.M.A.R.T.™ report, and all past mobile intelligence reports.

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ATTENTION REPORTERS/EDITORS:  Visit http://www.millennialmedia.com/research/50th-report/ to see video interviews discussing Millennial Media’s mobile intelligence reports with advertising and mobile experts from MediaLink, Razorfish, Carat, PHD, iCrossing, MMA and Starcom MediaVest, as well as graphics and key highlights from past Millennial reports.


About Millennial Media

Millennial Media is the leading independent mobile advertising and data company. As an independent company, Millennial Media commands an impressive share of the mobile display advertising market. The company’s technology, tools and services also power some of the largest companies in the media business today. Millennial Media is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all application and media developers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. The company has received numerous industry awards including the 2010 OnMedia Top Private Company in Digital Media and the 2010 Stevie for the Most Innovative Company. Please visit http://www.millennialmedia.com for more information.  Join our Facebook community, or follow us on Twitter @millennialmedia. Mobile developers can visit http://developer.millennialmedia.com/ to learn more about monetizing their apps.


About S.M.A.R.T.™

The Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.™) delivers monthly insights on key trends in mobile advertising based on actual campaign and network data from Millennial Media, Inc. Millennial Media partners with major carriers, media networks and top-tier publishers to deliver the largest data set of any third-party U.S. mobile advertising network. As such, we are uniquely capable of reporting and analyzing the richest sets of carrier, device and campaign data collected over billions of monthly ad requests. Elevating and driving the whole mobile ecosystem forward is central to our company mission.

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