Millennial media smart-october-2010. Source: http://www.millennialmedia.com/wp-content/images/SMART/MillennialMedia-SMART-October-2010.pdf

1. Scorecard for Mobile Advertising Reach andTargeting (S.M.A.R.T.™)
2 Millennial Media’s Mobile Landscape
3 Special Section: Holiday Consumer Engagement
4 Spotlight on the Automotive AdVertical
5 Mobile Advertising Engagement Data
6 Mobile CampaignTargeting Methods
7 Summary & Reporting Methodology
OCTOBER CONTENTS

2. Millennial Media’s Mobile Landscape
*The Mobile Web number was extracted from the Nielsen Mobile Report: Standard Metrics (Internet Applications included), September 2010, All Carriers. The Millennial Media number is a
Nielsen Custom User-Defined Report. See Nielsen methodology and disclaimer information on page 7.
U.S. MOBILEWEB
85,065,000*
(Reflects Nielsen data from September 2010)
MILLENNIAL MEDIA
71,854,000*
171 Average monthly page
views per user
Source: Millennial Media, 10/10.
Number of ads requested
per page view
Millennial Media Reaches More
than 8 out of 10 MobileWeb Users
U.S. MOBILE INTERNET REACH
October 2010
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over 250 countries?To learn more about
Smartphone sales and popular
applications globally, download Millennial
Media’s October 2010 Mobile Mix™ Report.
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MOBILE CAMPAIGN QUICK STATS
SEPTEMBER 2009 SEPTEMBER 2010
64.1
51.2
85.0
71.9
Millennial Media’s U.S. reach has grown at the
same rate as, or better than, the U.S. MobileWebU.S. REACH GROWTH
U.S. MOBILE WEB
MILLENNIAL MEDIA
MILLIONS
MILLIONS
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Network impressions
month-over-month increase
65%
Android requests
month-over-month increase
Since January, Android has grown 2182%
iPad requests
month-over-month increase
1.04
34%
112%
43%
RIM requests
month-over-month increase
Since January, RIM has grown 243%

3. 3
Consumer Packaged Goods (CPG): This vertical
experienced a 31% lift in interaction rates on
Thanksgiving weekend last year as people searched
for last minute cooking tips. Advertisers should plan
to target customers hosting parties for the upcoming
holidays and leverage the opportunity to
cross-promote snack foods, beverages, alcohol,
decorations and other categories. Brands in the
Finance space and particularly the tax preparation
sector could take a page from CPG to promote
financial tools and products to budget-conscious
consumers.
Entertainment: The movie sub-vertical experienced
a 30% lift in interaction rates on Thanksgiving
weekend. Brands in the Travel/Tourism and Dating
verticals should develop mobile campaigns to reach
consumers during holiday time periods when
families and singles are looking for ideas for activities
and outings.
Restaurants: Individuals and families were looking
for a meal out the day after a big holiday, as seen in
the interaction rate lift of 51% on the day after
Thanksgiving“Black Friday”. This is a perfect time for
restaurants to draw in hungry holiday shoppers who
are out of the house using their mobile devices as a
research tool to find the best coupons and specials.
Telecom and Retail brands should leverage the
immediacy of mobile to reach consumers on the go
with product sales and promotions.
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Insights:
October 2010
Special Section:
Holiday Consumer Engagement
Source: Millennial Media, 11/25/2009 - 11/29/2009.
Mobile Interaction LiftThanksgivingWeekend
60%
50%
40%
30%
20%
10%
0%
CPG ENTERTAINMENT RESTAURANTS DATING
As brands finalize their media plans for
upcoming“couch potato”holidays, like
Christmas, New Year's Day and the Super
Bowl, we wanted to showcase our mobile
consumer interaction lifts from the 2009
Thanksgiving Holiday weekend. Savvy
advertisers who leveraged the mobile
platform during these holidays saw a
significant spike in mobile consumers
interacting with their brands. Advertisers
across every vertical can leverage these
holidays to target mobile consumers and
drive awareness and sales of their products
and services.
31% 30%
51%
19%

4. Source: comScore, 10/10.
Mobile Automotive Access Frequency
October 2010
CHART C
4
Automotive has placed in the Top 10 Mobile
Advertising Verticals on Millennial Media’s network
for the last 7 months, signifying that Automotive
advertisers continue to heavily invest in mobile. The
unique attributes of mobile enable brands to
achieve a focused share of voice and precise
measurement of campaign performance (Chart A).
Over 35% of all campaigns leveraged the targeted
reach method Behavioral Audience in October
(Chart B). Advertisers leveraged this
highly-engaged method to reach specific in-market
intenders i.e., Luxury, SUV, Passenger and Truck.
Behavioral Audience targeting allows brands to
effectively reach specific audiences for a variety of
campaign objectives. For instance, national or
global auto advertisers can build brand affinity with
consumers and regional/local dealers can leverage
this method to drive test drives at their dealerships.
We partnered with comScore to conduct a research
survey focused on mobile automotive advertising,
usage and growth over the past year. The results
show the automotive industry’s mobile ad spend
has grown 169% year-over-year. Millennial Media’s
Automotive ad campaigns have outpaced this
industry growth with a 299% increase since January
2010. This explosive growth can be attributed to
brands launching a variety of campaigns from
Vehicle Launches and Retail Events to Divisional
Awareness and Lead Generation/Direct Marketing
programs.
Automotive in-market intenders are accessing auto
content on mobile to research their new car
purchase one to three times per month (Chart C).
These findings demonstrate that during the
highly-researched car buying process, consumers
are incorporating mobile into their research and
purchase actions on a recurrent basis.
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October Insights:
October 2010
Spotlight on the Automotive AdVertical
Source: Millennial Media, 10/10.
Automotive Campaign Actions
October 2010
CHART A
Source: Millennial Media, 10/10.
AutomotiveVertical CampaignTargeting
October 2010
CHART B
0
5
10
15
20
25
30
PLACE
CALL
SUBMIT
FORM
SITE
SEARCH
Behavioral Audience
Custom Subnet
Channel
Demo
GEO
19%
35%
21%
15%
10%
STORE LOCATOR/
VIEW MAP
RETAIL
PROMOTION
APPLICATION
DOWNLOAD
50%
40%
30%
20%
10%
0%
45%
33%
22%
ONETOTHREE
TIMES A MONTH
AT LEAST ONCE
AWEEK
ALMOST EVERY
DAY
29%
24%
14% 14%
10%
5%

5. 5
Source: Millennial Media, 10/10.
Post-Click Campaign Action Mix represents the multiple calls to action for any given campaign.
Data is based on the top 250 campaigns on Millennial Media’s network in October.
Source: Millennial Media, 10/10.
Campaign destinations represent the immediate click-through from creative to site, landing page,
or application download. Data is based on the top 250 campaigns on Millennial Media’s network in October.
Mobile Advertising Engagement Data
Traffic to Site continued to be the top destination
for brands on mobile and represented a 42%
impression share in October. Custom Landing page
as a campaign destination grew slightly to
represent 40% share of impressions. 82% of
campaigns on our network drove to these two
mobile web destinations, providing further
validation that brands are finding value in
maintaining a persistent mobile web presence
(Chart A).
Application Download as a Campaign Destination
represented 18% of the Campaign Destination Mix
in October. Finance brands, in addition to designing
mobile web sites, developed application strategies
to push their online banking, mortgage calculators
and other tools to upgrade and acquire new
customers (Chart A).
Social Media, as a post-click campaign action,
represented 26% of the Campaign Actions in
October. The top advertisers on our network from
the Finance, Automotive, Entertainment and Retail
verticals leveraged the Social Media platform to
drive further brand engagement as well as lead
generation (Chart B).
Retail Promotion and m-Commerce as post-click
campaign actions experienced tremendous growth
month-over-month with a 13% and 8% increase
respectively. The increase is tied to brands in the
Retail and CPG verticals developing promotions to
drive increased holiday sales through mobile (Chart B).
October Insights:
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Post-Click Campaign Action MixCampaign Destination Mix
CHART BCHART A
Traffic to Site
Custom Landing Page
Application Download
October 2010
0
5
10
15
20
25
30
35
40
15%
26%
23%
14%
27%
33%
40%
33%
22%
26%
MOBILE
ONLY
MOBILE
ONLY
MOBILE
ONLY
MOBILE
ONLY
Application
Download
Place
Call
Retail
Promotion
Submit
Form
Join/
Subscribe
Watch
Video
m-CommerceStore
Locator
View map
Social
Media
Site
Search
MOBILE
ONLY
42%
40%
18%

6. CampaignTargeting Mix
6
Source: Millennial Media, 10/10.
*GEO is defined as a campaign targeting method which includes geographic location, DMA, state,
international country, etc. Data is based on the top 250 campaigns on Millennial Media’s network in October.
CHART A
Mobile CampaignTargeting Methods
The trend of advertisers leveraging
Targeted-Audience campaign methods (GEO,
Demographic, Behavioral Audience and Audience
Takeover) continued for the fifth consecutive
month with 44% of campaigns on our network
leveraging these methods (Chart A). Automotive
brands created behavioral audiences to promote
end-of-year model sales.
Broad Reach methods (Run of Network, Custom
Subnet and Channel) represented 56% of the
Campaign Targeting Mix in October. These
methods are recommended for broad-reaching
brand campaigns and brands first entering the
mobile space. Brands in the Gaming and Education
verticals leveraged these methods to drive lead
generation and awareness (Chart A).
Audience Takeover as a targeting method
accounted for 7% of the Targeted Audience Mix in
October. Brands in the Entertainment and CPG
verticals utilized this targeting method to achieve
100% share of voice for new movie releases and
product launches (Chart B).
October Insights:
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Source: Millennial Media, 10/10.
Data is based on the top 250 campaigns on Millennial Media’s network in October.
Targeted Audience Mix
CHART B
October 2010
56%
BROAD REACH
44%
TARGETED
AUDIENCE
REACH
39%
40%14%
7%
GEO
Demographic
Behavioral Audience
AudienceTakeover

7. About Millennial Media
Millennial Media is the proven leader in mobile advertising. With the largest mobile media audience in the
U.S., Millennial Media uniquely offers brand advertisers the only set of specific, scalable audiences. Our ability
to reach, target and engage consumers is unparalleled. As an innovative technology leader, our mobile
decisioning, serving and mediation platforms are powering some of the largest companies in the media
business today. 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 and developers 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 @millennialmedia.
Millennial Media was named the 2010 OnMedia Top Private Company in Digital Media and was awarded a
2010 Stevie Award (American Business Awards) for Most Innovative Company of the Year.
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.
Visit www.millennialmedia.com/research to sign up to receive Millennial Media-related news, including
Millennial Media’s Mobile Mix™ and the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™
report.
Nielsen Reach Methodology & Disclaimer:
Nielsen Mobile, a service ofThe Nielsen Company, is the world’s largest independent provider of syndicated consumer research to the telecom and mobile media markets. Nielsen Mobile focuses exclusively on
tracking the behavior, attitudes and experiences of mobile consumers.Their reports also provide up to seven years of data on internet, video, gaming, audio and advertising trends for mobile phone users. Mobile user
behavior information is derived from general U.S. population samples under established and accepted rules. For more information, please visit www.nielsenmobile.com. Disclaimer for‘Custom Roll-up”:This report is
produced for the convenience of Nielsen clients requiring alternative aggregations of audience traffic.These custom roll-ups are user-defined and subject to redefinition and renaming upon client request and may be
changed or restated at any point in time. Clients may use the data contained within these custom roll-ups to illustrate their unique business models or partnering relationships for internal analysis. Public use of this
data must clearly state that this is nonstandard aggregation (”Source: Nielsen, Custom User-Defined Report, <Date>”) and cannot be compared to other custom reports or the syndicated reports on a rankings basis,
including category level rankings. Nielsen does not allow for the double counting of traffic. Nielsen makes no claim as to the correctness of the custom aggregations but does certify the measurement traffic data as
accurate.
Millennial Media Methodology:
Network reach is calculated from the count of unique users across our entire network. Millennial Media uses proprietary techniques to uniquely identify at least 75% of our user base persistently across our network
and tracks the unique reach over the course of the month-long period. For the remainder, the unique user data is used to calculate the average frequency of views that a user consumes in a month.We apply that
average frequency to the remaining impressions to determine our network-wide reach. Data provided is derived from Millennial Media server log activity for the time period indicated. Cost Per Engaged User (CPEU™)
averages overall campaign spend against the number of unique users who engaged with the campaign creative. CPEU is derived by applying the overall media spend to the total number of users that engaged in any
one of the actions which campaigns provided, such as expanding a rich media creative, visiting a landing page, watching a video, etc.
For questions about the data in this report, or for recommendations for future reports,
please contact us at research@millennialmedia.com.
©2010 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.
7
Summary & Reporting Methodology
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October 2010