December 2011
MOBILE DISPLAY ADVERTISING MARKET SHARE
Independent Founded in 2006 by mobile,
advertising, and media innovators No operating system bias Platform and device agnostic Listed on NYSE in March 2012
Mobile Focus Not part of a major PC internet portal
or search engine We don’t sell handsets or own an app
store Mobile advertising is all we do
Industry Insight Monthly SMART and Mobile Mix
reports are widely sourced, with more than 3000 press and analyst references
Millennial Media
Agenda for this session
■Getting to grips with mobile
■ The world is changing
■Millennial facts and figures
■ Dive into finance
■How brands are using mobile
■Q&A
Putting Mobile in Context
Source: Chetan Sharma Consulting, April 2012
Population in billions % Penetration
Rapidly shrinking adoption cycles
Source: Apple
Global Units Shipped (000s)
Quarters after launch
Mobile overtaking PCs
Source: Morgan Stanley
Mobile media day
20
25
30
35
40
45
50
6-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am
Aver
age
enga
gem
ent s
core
mobile media TV Newspaper / magazine Radio PC / laptop
Can you score each media in terms of your attention level out of a total of 100?
Source: IAB’s Mobile & the Media Day Study, Jan 2011
• Average of 18 mobile media occasions per day
• 69% of users access content through their browser
• Mobile is an evolving companion presenting different opportunities at different times of the day
• 40% of respondents are more likely to respond to an ad on their mobile
• 27% use their mobile as their preferred media of choice
Smartphone ownership by OS
Source: Millennial Media 2011
Delve into finance
Industry Sector Market Shares
• Finance 16%• Consumer Goods 15%• Entertainment & the media 12%• Travel & transport 10%• Retail 10%
Top 5 Online Advertisers H1 2011
Source: IAB / PwC mobile ad spend survey 2011
Top 5 Online Advertisers H1 2011
Change in Industry Sector Market Shares 10-11
Source: IAB / PwC mobile ad spend survey 2011
£15.4mFinance Ad-Spend 2010
Finance Ad-Spend 2011£20.9m
36% YOY Growth
£83mAll sectors Ad-Spend 2010
All Sectors Ad-Spend 2011£203m
145% YOY Growth
User demographics
>£16k £16k>£45k £45k>£65k £65k+
Source: comScore/Millennial Media Mobile Finance Study 2011
37% of mobile subscribers who access financial services via mobile, also own a tablet or e-reader.
2nd device ownership
22% of all mobile subscribers also own a tablet or e-reader.
Source: comScore/Millennial Media Mobile Finance Study 2011
Mobile Finance Access
Mobile banking content is accessed the most frequently, but mobile finance users find value in accessing all types of finance content on their mobile devices.
Source: comScore/Millennial Media Mobile Finance Study 2011
Mobile Finance Access
The majority of mobile finance users access content via browser, yet interactions with apps are rapidly increasing
and remain critically important.
Source: comScore/Millennial Media Mobile Finance Study 2011
2011 Finance Vertical Mix
Source: Millennial Media 2011
Finance Advertisers’ Campaign Goals Vs All Sectors
Source: Millennial Media 2011
Finance Post-Click Campaign Action Mix Vs All Sectors
Finance Advertisersover-Index on Place Call& Enroll/Join/Subscribe
Finance Advertisersdo not spend heavily on local or brand activities
Source: Millennial Media 2011
2011 Verticals Year-in-Review
Source: Millennial Media 2011
Conclusions
Ad Spending Follows Consumer Behaviour
■ Consumer behaviour has evolved as a result of Smartphone and tablet penetration
■ How brands connect with consumers has also changed
■ Increased mobile spending by brands has followed this change in consumer behaviour and is a result of:■ New brands entering the space
■ Increased investment made by brands who have leveraged mobile advertising from the start
Opportunities for Brands
■ Mobile consumer behavior will continue to evolve
■ Mobile consumers select known, trusted brands
■ Not all brands are focusing yet beyond immediate-conversion activities
■ There is great growth opportunity for brands who also use mobile to drive brand awareness, product launches, etc.
Lloyds TSB Mobile Banking
Objective:Launch the mobile banking app to a tech savvy audience.
A combination of ad units gave maximum impact
Expandable Ads Standard Ads
SMS Ads
Results were incredible.
• App went straight to No. 1 and has been in Top 5 since
• Hyper-targeted SMS ads had 5x engagement
• CTR for Christmas burst was 1.5% higher than initial burst
Visa Spring 2012
For this campaign Visa had a dual objective;• opt-ins to the database
• Extend the reach of the TV creative.
25
Visa: Banner to Video
26
Visa: Standard Pre Roll
27
Visa: Interactive Video
Visa Spring 2012
Results were strong with
• over 50% of videos viewed to completion
• interactive pre-rolls delivering around a 10% CTR, which is phenomenal.
Q&A
THANK YOU