Mobile Insights For Retail Brands

Mobile Intel Series:
Volume 1
a Millennial Media / comScore Retail Study
Mobile Insights for Retail Brands
Mobile Intel Series: Retail a Millennial Media/comScore Retail Study
The Opportunity
The Mobile Retail Audience
Mobile Retail Consumption
Consumer Behavior: Mobiles Role in Retail
Bottom of the Funnel: Closing the Deal
A Global Trend
Retailers Leveraging Mobile Advertising
Types of Retailers Investing in Mobile
Mobile Retail Campaign Goals
Targeting Strategies: Reaching Consumers
Engaging Mobile Retail Consumers
Conclusions
Action Items for Retail Brands
Summary & Reporting Methodology
2
3
4
5
6
7
8
10
11
13
14
15
16
17
Spurred by increased consumer mobile usage, mobile advertising is growing rapidly and is
poised for even greater expansion. From 2009 to 2010, the U.S. mobile advertising market
including search and display advertising more than doubled, going from $368 million to $877
million (IDC, Dec 2010). IDC further predicts the U.S. mobile advertising market may double again
in 2011 approaching $2 billion. Similar growth is projected globally. According to Juniper
Research, worldwide mobile ad spending is forecasted to grow from $3.1 billion in 2010 to $11
billion in 2015 (Juniper Research, Dec 2010) a 2.5X increase.
This guide is designed to help retail marketers navigate the immediate, very real opportunities in
mobile advertising. Specically covering:
- Who mobiIe retaiI consumers are & what mobiIe shopping
behaviors they exhibit
- How retaiI brands are utiIizing mobiIe
- How brands can navigate mobiIe to reach and engage consumers
when it matters most
The insights here are based upon a study Millennial Media commissioned with mobile
measurement rm, comScore, and Millennial Medias network observations across thousands of
mobile ad campaigns.
www.millennialmedia.com/research 2
The Opportunity
comScore MobiIe RetaiI Study
The study Millennial Media commissioned with comScore surveyed consumers with
several key objectives in mind:
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Methodology:
Mobilens Survey Q2 10, n=39,000
Plan Metrix Mobile Survey, Q2 10, n=15,000
comScore Custom Wireless Survey, June 2010, n=6,576
mCommerce data includes all worldwide buying on U.S. sites
MiIIenniaI Media Network Data
The rst 2011 Quarterly S.M.A.R.T. report data featured is based on actual campaign and
network data from Millennial Media. This data was accumulated across 67 billion mobile
impressions in 250 countries & territories in Q1 2011.
With increased Smartphone
penetration, the number of
individuals with web- and
app-enabled devices is growing.
According to comScore, Smartphone
ownership was up 67%
year-over-year (to 22% penetration)
in June 2010 (see Chart A). As the
addressable audience for mobile
advertising has grown, so too has the
opportunity to reach that audience
with a relevant message.
So who are the consumers accessing
retail content on their mobile
devices? The comScore study reveals
that the vast majority of mobile retail
users are tech-savvy digital natives
between the ages of 18 and 35 for
whom the mobile phone has
become an indispensible part of their
daily routine (see Chart B).
These consumers also tend to be
more auent. comScore breaks
down mobile retail users by income,
showing that the percentage of
mobile retail users is higher than the
total audience in several income
brackets (see Chart C).
Mobile retail users lead in the
$100,000+ annual income bracket,
providing retail advertisers
particularly those selling luxury
goods a signicant audience that is
likely to appreciate and respond to a
call to action.
The Mobile Retail Audience
0%
5%
10%
15%
20%
25%
30%
35%
Source: comScore/Millennial Media Mobile Retail Study, 2010.
Mobile Retail Users
By Income
CHART C
16%
11%
23%
16%
20%
21%
15%
18%
27%
34%
<$25K $25K to <$50K $50K to <$75K $50K to <$75K $100K+
Mobile retail users tend to be
more auent than the total
mobile audience.
TOTAL MOBILE AUDIENCE
MOBILE RETAIL USERS
Mobile Retail Users
By Age
CHART B
13-17 18-24 25-34 35-44 45-54 55-64 65+
Mobile retail consumers skew younger
than the total mobile audience.
MOBILE RETAIL USERS
5%
4%
2%
13% 13%
22%
21%
18% 18% 18%
36%
11%
12%
8%
0%
5%
10%
15%
20%
25%
Smartphone Ownership
By Platform
CHART A
+67% Y/Y
+61% Y/Y
+96% Y/Y
-2% Y/Y
-9% Y/Y
+788% Y/Y
APPLE SMARTPHONE
RIM MICROSOFT
GOOGLE
PALM
0%
5%
10%
15%
20%
25%
30%
35%
40%
3
3,000,000
9,000,000
15,000,000
Mobile Retail Visitation
June 2009-June 2010
CHART A
AT LEAST ONCE EACH WEEK
ALMOST EVERY DAY UP TO 3 TIMES THROUGHOUT THE MONTH
AT LEAST ONCE EACH MONTH
In addition to understanding the makeup of the mobile retail audience, it is also important to
understand the overall scale of the opportunity, as well as consumption patterns. How many
consumers are accessing retail content on their mobile devices and how frequently? The
comScore study reveals that the numbers are signicant.
In fact, the total number of consumers who accessed some type of retail content on their
mobile device in a given month jumped 74% year-over-over to 13 million (as of June 2010). Of
the 13 million, over 6.5 million accessed retail content on their mobile device up to three times
per month, 4.2 million at least once a week, and 2.2 million consumers accessed some form of
retail content on their mobile device almost every day (see Chart A).
Mobile Retail Consumption
The vast majority of consumers are
interacting with mobile retail websites and
oers using their mobile phone, and most
(over 8.2 million per month) are using mobile
browsers (see Chart B). Device diversication
and apps engagement will likely grow, but it
remains important for retailers to reach
consumers across both the mobile web and
in-app, across a variety of devices.
+55% Y/Y
+63% Y/Y
+92% Y/Y
+74% Y/Y
0
3,000,000
6,000,000
9,000,000
1,200,000
15,000,000
13.1MM
8.2MM
4.2MM
3.2MM
TOTAL
BROWSER
SMS
APP
Mobile Retail Audience
By Access Method
CHART B
The number of
consumers accessing
retail content via mobile
has increased 74% Y/Y
to over 13MM people.
Most are accessing via
mobile browser.
Whether consumers are exploring an oer from a department store, gathering information on
new products from a luxury brand they love, or researching what members of their social
community have to say about a specic product or store, consumers are reaching to their
mobile devices for assistance and advice.
The comScore study shows that mobile users rely on their mobile devices to guide them
through every step of the purchase process. Specically, over half (52%) of respondents reach to
their mobile phones to determine if they need a product. 42% of consumers research products
on their phone to decide which one(s) best satisfy their needs. 38% use mobile when making a
purchase, 29% when comparison shopping for a specic product, and 12% for evaluating a
product post-purchase (see Chart A).
Consumer Behavior: Mobiles Role in Retail
This means that the opportunities for mobile advertisers are incredibly wide-reaching.
Since mobile plays a part in the consumers entire decision-making process, brands can
spend their media dollars on mobile to aect consumers at all stages of the purchase
funnel, including:
- rand Awareness
- rand FavorabiIity
- Purchase Intent
- rand Preference
- rand LoyaIty
How Mobile is Used Throughout the Purchase Process
CHART A
Mobile enables retailers to have close proximity to
the customer at all stages of the purchase funnel.
0 10 20 30 40 50 60
To help determine if a product is needed
To perform research to help decide which products fulll a need
When making a purchase
To comparison shop for a specic product
To evaluate a product after purchase
52%
42%
38%
29%
12%
Q: At which points in the purchase process do you use your mobile phone?
5
Mobile users are not only using their devices to research their purchases; they are also using
their mobile phones to complete the transaction either by driving foot trac into brick and
mortar locations or via mCommerce. Specically, 21 percent of comScores survey respondents
said they had made a retail purchase using their mobile phone via a mobile browser or a mobile
application in the past 30 days (see Chart A). This does not include the purchase of applications
from app stores.
Bottom of the Funnel: Closing the Deal
A closer examination of consumers purchases showed they bought a wide range of items
using their mobile devices. The majority of items purchased were retail or travel related with
consumer electronics and clothing/accessories topping the list, followed by food,
entertainment tickets, and airplane tickets (see Chart B).
How mCommerce Purchases are Made
CHART A
3%
3%
MOBILE BROWSER
MOBILE BROWSER OR APP
APP
Source: comScore/Millennial Media
Mobile Retail Study, 2010.
21% of mobile consumers
made a retail purchase
using their mobile phone
through a mobile browser
or application.
15%
0%
5%
10%
15%
20%
25%
30%
35%
ELECTRONICS CLOTHING /
ACCESSORIES
FOOD ENTERTAINMENT
TICKETS
AIRPLANE
TICKETS
BOOKS
NONDIGITAL
HOTEL
STAYS
FLOWERS TOOLS /
AUTO /
INDUSTRIAL
SPORTS /
FITNESS
CAR
RENTALS
mCommerce Items Purchased
CHART B
31%
29%
26%
21% 21% 21%
19% 19%
17%
15%
14%
On the whole, the comScore study nds that there are strikingly similar patterns between
U.S. and EU mobile retail users, with over 10% accessing retail content almost every day.
Japanese mobile subscribers were slightly more likely to engage with mobile retail content,
however they were less likely to do so on a Smartphone, and less likely to access that
content as frequently (see Chart A).
A Global Trend
7
0%
20%
40%
60%
80%
100%
51%
U.S. EU 5 JAPAN
32%
17%
56%
31%
13%
77%
20%
2%
Global Mobile Retail Engagement
CHART A
1 3X PER MONTH
AT LEAST 1X PER WEEK
ALMOST EVERY DAY
62% accessing via Smartphone
63% accessing via Browser
+74% Y/Y
+75% Y/Y
EU retail users are as active as U.S. retail users.
Japanese users are slightly more active and more
likely to access retail content via browser.
How committed are marketers to the
mobile retail opportunity? By all
accounts, they are embracing it as a
critical engagement point with their
base. The space is not only large; ad
spending is hitting new heights.
According to the comScore study,
mobile retail display advertising
increased 112 percent year-over-year,
with 3045 retailers advertising on mobile
in 2009 and 6445 in 2010 (see Chart A).
comScores ndings are reinforced by
data released in Millennial Medias Q1
2011 Quarterly S.M.A.R.T. (Scorecard for
Mobile Advertising Reach and Targeting)
report. Based upon hundreds of
campaigns and the 67 billion global ad
impressions served in Q1, Millennial
Media also saw strong and growing
spending in the Retail category.
Globally, Retail & Restaurants spending
on Millennials network grew 1342%
from Q1 2010 to Q1 2011 (see Chart B).
This growth is signicant in scale and is
coming from an already robust level of
mobile spending, as the Retail &
Restaurants vertical has consistently
been among the Top 10 global verticals
on Millennial Medias network for the
past year.
R7AIL & RS7AURAN7S
AU7DMD7IV
FINANC
7LCDMMUNICA7IDNS
HAL7H: FI7NSS & WLLNSS
DUCA7IDN
VERTICALS
1342%
723%
379%
242%
183%
130%
Source: Millennial Media, Q1 2011.
Global Vertical Explosion
Year-Over-Year Revenue Growth Q1 2011/Q1 2010
CHART B
Number of Retail Entities
Advertising on Mobile
CHART A
0
1000
2000
3000
4000
5000
6000
7000
6445
3045
JUNE 2009 JUNE 2010
RETAIL & RESTAURANTS
TELECOMMUNICATIONS
PORTALS & DIRECTORIES
FINANCE
AUTOMOTIVE
ENTERTAINMENT
DATING
EDUCATION
TRAVEL
CPG
1
2
3
4
5
6
7
8
9
10
Q1 VERTICALS
Top 10 U.S. Advertising Verticals
Q1 2011 Ranked by Spend
CHART A
RETAIL & RESTAURANTS
PORTALS & DIRECTORIES
TELECOMMUNICATIONS
ENTERTAINMENT
DATING
TRAVEL
FINANCE
AUTOMOTIVE
NEWS
ARMED FORCES
1
2
3
4
5
6
7
8
9
10
Q1 VERTICALS
Top 10 International Advertising Verticals
Q1 2011 Ranked by Spend
CHART B
9
GOAL:
Integrate mobile into the marketing mix to drive sales through in-store
and online coupon redemptions.
STRATEGY:
From a standard mobile display ad, send consumers to a custom
landing page where they could enter their email address to receive a
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email that included a coupon they could redeem at a Zales store
location or online.
To download the full campaign summary, visit
www.miIIenniaImedia.com/campaign-summaries
Campaign SpotIight: ZaIes
In fact, Retail & Restaurants was the number
one ad vertical on Millennial Medias
network in Q1 2011 both in the U.S. and
internationally (see Charts A & B).
In good company with a number of other
mobile-savvy verticals (Auto, Entertainment,
Finance), retailers spent aggressively to drive
a variety of campaign goals.
Data from Millennials network also revealed
that retail brands are investing more in
mobile to take advantage of the window of
opportunity that opens around holidays
and events such as Valentines Day, college
graduations, Mothers/Fathers Day,
Back-to-School preparation, and the
Christmas season shopping.
For instance, Retail advertisers saw a 22%
consumer interaction lift around Valentines
Day weekend in 2011. One advertiser who
took advantage of this lift was jewelry
retailer Zales, who leveraged Millennials
network to drive sales through in-store and
online coupon redemptions.
The types of retailers who have
invested in mobile on Millennial
Medias network are broad. From
clothing, sporting goods and luxury
fashion retailers, to home & garden,
jewelry, and consumer electronics
brands, mobile has become a
standard part of retail brands
marketing plans across a wide array
of retail segments.
In April 2011, brands in eight
dierent subcategories advertised
on Millennial Medias network
(Chart A). Millennial saw similar
diversity throughout the entire year,
with the leaders changing slightly
by season, as certain types of
retailers increased their spending
around key events and holidays.
The comScore study also shows
that a variety of retailers embraced
mobile advertising to inuence
consumers throughout the
purchase funnel (awareness,
engagement, consideration,
conversion and loyalty).
In fact, comScores review of the big
spenders in mobile highlights the
advance of department store
chains, specialty shops and fast
food restaurants (QSR), many of
whom were absent from the list the
previous year (Chart B).
Types of Retailers Investing in Mobile
Retail Vertical Mix
April 2011
CHART A
Source: Millennial Media, 4/11.
Source: comScore, 2010.
H&M HENNES & MAURITZ AB
SIEMENS AG
ADIDAS LTD. AG
A1 ROOFING'S KANGA ROOF
PREMIERE VISION S.A.
W.A FROST AND COMPANY
BIRCH'S RESTAURANT
NIKE, INC.
SWAROVSKI AG
WEBER
SUNTIMES NEWS GROUP
INTER IKEA SYSTEMS B.V.
BURGER KING HOLDINGS INC.
SONY CORPORATION
WALMART STORES, INC.
BLOCKBUSTER INC.
SEARS HOLDINGS CORPORATION
ACE HARDWARE CORPORATION
THE SHERWINWILLIAMS COMPANY
NIKE, INC.
STARBUCKS CORPORATION
VF OUTDOOR INC.
DILLARD'S, INC.
ADIDAS LTD. AG
MACY'S DEPARTMENT STORES, INC.
ACE HARDWARE CORPORATION
BURGER KING HOLDINGS INC.
LINDERS GARDEN CENTER
LUMBER LIQUIDATORS, INC.
JACK IN THE BOX INC.
JEFFREY R. ANDERSON REAL ESTATE, INC.
J. C. PENNEY COMPANY, INC.
DUNKIN' BRANDS
AVON PRODUCTS, INC.
DENNY'S CORPORATION
INTER IKEA SYSTEMS B.V.
MARY KAY
H&M HENNES & MAURITZ AB
Top Mobile Retail Advertisers as Tracked by comScore
CHART B
JUNE 2009 JUNE 2010
DEPARTMENT STORES
COMPUTERS & ELECTRONICS
HOME & GARDEN
MEMBERSHIP OFFERS
ONLINE DEPARTMENT STORES
CLOTHING
SPORTING GOODS STORES
LUXURY FASHION
17%
22%
17%
13%
11%
8%
6%
6%
Advertisers Campaign Goals
Q1 2011
CHART B
27%
29%
24%
9%
9%
2%
SUSTAINED INMARKET PRESENCE
LEAD GEN/REGISTRATIONS
PRODUCT LAUNCH/RELEASE
BRAND AWARENESS
INCREASED FOOT TRAFFIC
SITE TRAFFIC
Source: Millennial Media, Q1 2011. Data is based on the Top 750
Campaigns on Millennial Medias Network in Q1 2011.
What are mobile retail advertisers trying to
achieve with their mobile campaigns?
Based upon Millennial Medias Q1 2011
network data, retail advertisers heavily
invested in mobile to increase brand
awareness for their products, drive foot
trac to brick and mortar locations, and
keep a sustained in-market presence
(see Chart A).
When looking at the campaign goals of all
advertisers on Millennials network in Q1
2011 (see Chart B), brand awareness and
increased foot trac were signicantly
more important to retail advertisers than
advertisers in other verticals.
Retailers also used mobile to
launch/release new products and
generate leads/registrations for later
remarketing eorts. Though not a primary
focus for retailers in Q1 2011, retailers ran
lead gen campaigns more frequently
during certain times of the year in 2010
particularly in the periods leading up to
major shopping seasons.
The Container Store, for instance, drove
email acquisition through a dorm room
makeover sweepstakes so they could
remarket to college students during the
Back-to-School timeframe.
Retail Advertisers Campaign Goals
Q1 2011
CHART A
29%
42%
22%
5%
2%
Source: Millennial Media, Q1 2011. Data is based on the Top 750
Campaigns on Millennial Medias Network in Q1 2011.
SUSTAINED INMARKET PRESENCE
LEAD GEN/REGISTRATIONS
PRODUCT LAUNCH/RELEASE
BRAND AWARENESS
INCREASED FOOT TRAFFIC
11
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and operating systems and that eective mobile advertising connects brands with people, not
devices. In fact, 78% of campaigns on Millennial Medias network in Q1 2011 were cross-platform
(serving ads across multiple device types and operating systems). Advertisers running
cross-platform campaigns were able to reach consumers at scale regardless of whether their
target consumer preferred a Smartphone, Connected Device (i.e., Android Tablet, iPod Touch,
etc.), mobile-web-enabled Feature Phone (see Chart A), or any one specic carrier. Though the
Android platform has grown signicantly in the past year, iOS, RIM, and other operating systems
still made up a signicant portion of impressions on Millennials network in Q1 2011 (see Chart B).
62%
SMARTPHONES
23%
FEATURE
PHONES
15%
CONNECTED
DEVICES
Source: Millennial Media, Q1 2011. Smartphone data does not include what could be considered
Smartphones running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu. Millennial
Media denes a Connected Device as a handheld device that can access the mobile web, but is
not a mobile phone. Examples include Apple iPod Touch, Sony PSP, Nintendo DS, iPad, etc.
Smartphone, Feature Phone &
Connected Device Impression Share
Q1 2011
CHART A
Smartphone OS Mix
By Impressions
Q1 2011
CHART B
54%
26%
17%
1%
1%
1%
ANDROID
iOS
RIM
SYMBIAN
WINDOWS
OTHER
Source: Millennial Media, Q1 2011. Other
includes webOS, Danger, Nokia OS, Palm OS.
Campaign SpotIight: 7he Container Store"
GOAL:
Drive email acquisition among college students prior to
back-to-school promotions.
STRATEGY:
Work with Millennial Media to target 18-20-year-olds on their mobile
devices with a $1,000 Dorm Room Makeover sweepstakes. A custom
landing page experience allowed consumers to opt-in to receive
emails about the sweepstakes and other special promotions.
Continued
An important point to consider
when building a mobile targeting
strategy is that consumers are
accessing a variety of mobile sites
and applications. Mobile Retail
Shoppers are also individuals who
access all kinds of content not just
mobile retail sites and apps.
The comScore study sheds light on
the vast array of content mobile
retail users access and enjoy. Mobile
retail users are spending time on
multiple content channels,
including mobile weather (84%),
news (77%), and entertainment
content (72%) publishers, among
others (see Chart A).
Targeting Strategies: Reaching Consumers
Millennial Media has seen a number
of success stories with clients
who reached their target audience outside of their typical content channel. One technology
client sought to reach IT decision makers and found them well beyond tech blogs and gadget
sites and apps. By broadening their targeting to include social media and news channels, the
client saw signicant increases in brand awareness among its desired audience. Similarly, outdoor
clothing and gear retailer, Patagonia, advertised across an array of content channels on Millennials
network to reach their target consumer the eco-conscious consumer.
Campaign SpotIight: Patagonia
0 20 40 60 80 100
WEATHER
MAPS
NEWS
ENTERTAINMENT NEWS
MOVIE INFORMATION
SEARCH
SPORTS INFORMATION
RESTAURANT INFORMATION
FINANCIAL NEWS
AUCTION SITES
Mobile Retail Users are Everywhere
By Category
CHART A
GOAL:
Drive awareness and application downloads from iTunes to support the launch
of Patagonias Music initiative Buy a Song, Benet the Environment iPhone
application, with proceeds beneting conservation eorts.
STRATEGY:
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enabled Patagonia to engage more than 6 million eco-conscious consumers.
22%
16%
16%
13%
14%
9%
10%
5%
11%
20%
MOBILE RETAIL USERS
ACCSSD:
84%
78%
77%
72%
69%
68%
67%
66%
65%
64%
13
Engaging Mobile Retail Consumers
Post-Click Campaign Action Mix for Millennial Media Advertisers
All Advertisers vs. Retail Advertisers Q1 2011
CHART A
APPLICATION DOWNLOAD
ENROLL / JOIN / SUBSCRIBE
MCOMMERCE
PLACE CALL
RETAIL PROMOTION
SITE SEARCH
MOCIAL SOCIAL MEDIA
STORE LOCATOR
VIEW MAP
WATCH VIDEO
Data is based on the Top 750 Campaigns on Millennial Medias Network in Q1 2011.
Retail advertisers are harnessing the action-oriented nature of mobile to spur consumer
participation. In Q1 2011, retail advertisers on Millennial Medias network focused on a variety
of engaging campaign actions.
In addition to generating leads for future re-marketing (with enroll/join/subscribe actions),
retail brands used mobile to show compelling video ads, drive social media engagement, and
encourage application downloads. Retail advertisers drove these actions at a much higher rate
than all other advertisers on Millennials network. Retailers also drove foot trac to brick and
mortar locations by highlighting retail promotions in their ads and allowing consumers to
locate a store or view a map to easily nd the nearest store location (see Chart A).
0% 10% 20% 30% 40% 50% 60%
26%
ALL ADVERTISERS
RETAIL ADVERTISERS ONLY
53%
39%
12%
12%
39%
22%
13%
18%
22%
25%
31%
9%
38%
38%
47%
31%
36%
27%
42%
Mobile retail mobile users are auent, tech-savvy consumers that rely on their mobile
devices to guide them through every step of the purchase process.
The engaged mobile retail audience is also large. There are more than 13 million mobile
users accessing retail content on their mobile device each month, with 2.2 million accessing
this content almost every day. It has become imperative for retail brands to commit to a
mobile strategy to connect with these consumers where they are currently researching,
comparing, and purchasing products.
A signicant number of retail brands across all types of retail categories have already
entered the mobile space, with more joining every day. These brands are using mobile to
drive a variety of company goals, including increased brand awareness and foot trac. By
leveraging advanced targeting strategies and engaging consumers with action-oriented
campaigns, retail marketers are making the most of mobile to deliver against their goals in
an eective and ecient way.
Conclusions
Mobile Imperative: Retail a Millennial Media/comScore Retail Study
15
Action Items for Retail Brands
New to Mobile
Create a great mobile experience for your audience. Everyones audience is mobile, and your
audience is looking for you on your mobile device, so its imperative to get your mobile
website and promotional pages in order with your consumer in mind.
Determine mobile advertisings role in your campaign strategy and clearly identify your goals.
Are you trying to drive awareness, enhance loyalty and remarketing eorts by building email
lists, or inuence a specic action (e.g., drive application downloads, drive foot trac to stores,
drive coupon/oer redemption, sell a product via a mCommerce, drive consumers to a social
media destination, etc.)?
Determine how broadly or specically you want to target your audience and work with your
mobile partner to reach that audience at scale.
Engage your audience with compelling creative that is built for mobile. Consider the mobile
users experience as you develop your creative. If you plan to use existing creative from
another medium (i.e., online), be sure to think through how the creative will be displayed and
take advantage of opportunities for consumers to interact with your mobile ad unit.
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Mobile Veterans
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Revisit your overall campaign goals.
Integrate your mobile campaign with other media.
Test and apply advanced targeting techniques: local market targeting,
social media integration, etc.
Incorporate rich creative: mobile circulars, interactive video, etc.
Vo.su.o c.np.|cr po.|c.n.rco .|t| Joopo. .r.|vt|cs .rJ ccrt|ruo tc cpt|n|.o
for future campaigns.
Would you like an in-person brieng of this data, specic to
your brand or client?
Contact us today at research@millennialmedia.com.
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Mobile Imperative: Retail a Millennial Media/comScore Retail Study
2011 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.
About MiIIenniaI 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 companys 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,
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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. For more information, please visit
http://www.miIIenniaImedia.com, join our Facebook community, or follow us on 7witter miIIenniaImedia.
About comScore
comScore is a global leader in measuring the digital world and the preferred source of digital marketing intelligence. Through
a powerful combination of behavioral and survey insights, comScore enables clients to better understand, leverage and
prot from the rapidly evolving worldwide web and mobile arena. comScore provides syndicated and custom solutions in
online audience measurement, e-commerce, advertising, search, video and mobile and oers dedicated analysts with digital
marketing and vertical-specic industry expertise. Advertising agencies, publishers, marketers and nancial analysts turn to
comScore for the industry-leading solutions needed to craft successful digital, marketing, sales, product development and
trading strategies.
Report MethodoIogy
The insights here are based upon a study we commissioned with mobile measurement rm, comScore, and our own
network observations across thousands of mobile ad campaigns.
comScore Methodology:
Mobilens Survey Q2 10, n=39,000
Plan Metrix Mobile Survey, Q2 10, n=15,000
comScore Custom Wireless Survey, June 2010, n=6,576
mCommerce data includes all worldwide buying on U.S. sites
Millennial Media Network Data:
The rst 2011 Quarterly S.M.A.R.T. report data featured is based on actual campaign and network data from Millennial
Media. This data was accumulated across 67 billion mobile impressions in 250 countries & territories in Q1 2011.
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
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collected over billions of monthly ad requests. Elevating and driving the whole mobile ecosystem forward is central to our
company mission.
Visit www.miIIenniaImedia.com/research to sign up to receive Millennial Media-related news, including Millennial
Medias Mobile Mix and the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.) report.
Summary & Reporting Methodology
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Visit www.millennialmedia.com/research to sign up for Millennial Medias
powerful research reports, including S.M.A.R.T, Mobile Mix, and Millennial Monthly.
Like us on Facebook Follow us on Twitter @millennialmedia Connect with us on LinkedIn
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Mobile Insights For Retail Brands

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