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    MM Smart November 2011

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    Brad Fowler
    Telecom brands leveraged mobile to advertise the launch of the latest Smartphones and Tablets for the holiday season. In November, some of the new mobile devices entering the market were the HTC Vivid, Barnes and Noble Nook tablet and the amazon Kindle fire.

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    MM Smart November 2011

    Uploaded by

    Brad Fowler
    29 views5 pages
    Telecom brands leveraged mobile to advertise the launch of the latest Smartphones and Tablets for the holiday season. In November, some of the new mobile devices entering the market were the HTC Vivid, Barnes and Noble Nook tablet and the amazon Kindle fire.

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    Mm Smart November 2011

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    Telecom brands leveraged mobile to advertise the launch of the latest Smartphones and Tablets for the holiday season. In November, some of the new mobile devices entering the market were the HTC Vivid, Barnes and Noble Nook tablet and the amazon Kindle fire.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    29 views5 pages

    MM Smart November 2011

    Uploaded by

    Brad Fowler
    Telecom brands leveraged mobile to advertise the launch of the latest Smartphones and Tablets for the holiday season. In November, some of the new mobile devices entering the market were the HTC Vivid, Barnes and Noble Nook tablet and the amazon Kindle fire.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 5

    Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.

    Spotlight on Telecom

    NOVEMBER 2011

    CONTENTS:
    2 3 4 5 Spotlight on the Telecom Ad Vertical Mobile Advertising Engagement Data Mobile Campaign Targeting Methods Summary & Reporting Methodology

    Spotlight on the Telecom Ad Vertical


    November 2011

    Telecom Campaign Goal Mix


    November 2011 CHART A

    New Mobile Device Releases


    November 2011 CHART B Barnes & Noble Nook Tablet

    5%

    11% 16% 68%


    PRODUCT LAUNCH/RELEASE LEAD GEN/REGISTRATIONS BRAND AWARENESS SUSTAINED IN MARKET PRESENCE

    HTC Vivid

    Amazon Kindle Fire

    Source: Millennial Media, 11/11. Data is based on the Top 250 Campaigns on Millennial Medias Network in November 2011.

    Source: Engadget, 11/11, International Business Times 11/11.

    Post-Click Campaign Action Mix for Millennial Media Advertisers


    Telecom Advertisers vs. All Advertisers November 2011 CHART C 100% 80% 60% 40% 20% 0%
    ENROLL/ JOIN/ SUBSCRIBE M COMMERCE MOBILE SOCIAL MEDIA PLACE CALL RETAIL PROMOTION STORE LOCATOR VIEW MAP WATCH VIDEO

    68% 31%

    84% 79% 79% 30% 26% 32%

    34%

    18% 21%

    15% 11%

    22%

    33% 11%

    Source: Millennial Media, 10/11. Data is based on the Top 250 Campaigns on Millennial Medias Network in November 2011.

    ALL ADVERTISERS TELECOM ADVERTISERS

    Telecom Insights:
    Product Launch/Release was the number one campaign goal for Telecom advertisers, representing 68% of the Telecom Campaign Goal Mix in November (Chart A). Telecom brands leveraged mobile to advertise the launch of the latest Smartphones and Tablets for the holiday season. In November, some of the new mobile devices entering the market were the HTC Vivid, Barnes & Noble Nook Tablet and the Amazon Kindle Fire (Chart B). The Kindle Fire was the most popular new device and is expected to continue to drive rapid consumer adoption. The growth of the tablet market will give advertisers additional opportunities to create rich interactive advertising campaigns on mobile devices. Place Call, Store Locator, and View Map were the top Post-Click Campaign Actions for Telecom advertisers (Chart C). In November, Telecom brands drove customers to retail channels, in stores, online and on the phone, to upgrade their devices and renew their contracts. 68% of Telecom campaigns utilized mCommerce as a Post-Click Campaign Action in November (Chart C). Telecom advertisers led other advertisers in leveraging mCommerce, allowing customers to purchase new devices, accessories, or service plans via their mobile devices.

    Visit www.millennialmedia.com/research to sign up

    Total Network Mobile Advertising Engagement Data


    Advertiser Campaign Goals
    November 2011 CHART A

    November 2011

    Campaign Destination Mix


    November 2011 CHART B

    5% 28%
    SUSTAINED IN MARKET PRESENCE LEAD GEN/REGISTRATIONS PRODUCT LAUNCH/RELEASE BRAND AWARENESS INCREASED FOOT TRAFFIC SITE TRAFFIC

    12% 14% 16%

    14% 26% 60%


    TRAFFIC TO SITE APPLICATION DOWNLOAD CUSTOM LANDING PAGE

    25%

    Source: Millennial Media, 11/11. Data is based on the Top 250 Campaigns on Millennial Medias Network in November 2011.

    Source: Millennial Media, 11/11. Campaign destinations represent the immediate click-through from creative to site, landing page, or rich media. Data is based on the Top 250 Campaigns on Millennial Medias Network in November 2011.

    Post-Click Campaign Action Mix


    November 2011 CHART C

    35% 25% 15% 5%


    APPLICATION DOWNLOAD ENROLL/JOIN/ SUBSCRIBE

    33%

    34% 18%
    M COMMERCE

    31% 15%
    MOBILE SOCIAL MEDIA PLACE CALL

    33% 22%
    RETAIL PROMOTION

    30%

    26%
    WATCH VIDEO

    16%
    SITE SEARCH STORE LOCATOR VIEW MAP

    Source: Millennial Media, 11/11. Data is based on the Top 250 Campaigns on Millennial Medias Network in November 2011.

    Engagement Insights:
    Lead Gen/Registrations grew 63% month-over-month and represented 25% of the Advertiser Campaign Goals in November (Chart A). Advertisers in the Finance and Education verticals leveraged mobile to acquire leads for their new products and services. Trac to Site as a Campaign Destination represented 60% of the Campaign Destination Mix, a 7% increase month-over-month (Chart B). Advertisers in the Finance vertical heavily promoted their credit and loan products to customers during the holiday shopping season. Finance advertisers drove interested customers to their mobile sites to learn more about their products and ll out credit applications. Store Locator experienced growth of 47% month-over-month, with 33% of the Post-Click Campaign Action Mix in November (Chart C). Retail and Auto advertisers leveraged Store Locator to drive customers into stores and dealerships for seasonal sales. mCommerce represented 18% of the Post-Click Campaign Action Mix in November, an increase of 64% month-over-month (Chart C). Entertainment and Retail brands incorporated mCommerce into their mobile advertising, allowing customers to purchase movies and music or shop on their mobile devices.

    Visit www.millennialmedia.com/research to sign up

    Mobile Campaign Targeting Methods


    November 2011

    Campaign Targeting Mix


    November 2011 CHART A

    Targeted Audience Mix


    November 2011 CHART B

    BROAD REACH

    58%

    TARGETED AUDIENCE REACH

    42%

    31%
    LOCAL MARKET BEHAVIORAL & DEMOGRAPHIC

    69%

    Source: Millennial Media, 11/11.

    Source: Millennial Media, 11/11. Local Market is dened as a campaign targeting method which includes geographic location, DMA, state, international country, etc.

    Targeting Insights:
    Targeted Audience campaigns (Local Market and Behavioral & Demographic) grew 5% month-over-month and represented 42% of the Campaign Targeting Mix in November (Chart A). Telecom brands targeted device and carrier switchers to drive purchases of new or additional mobile devices. Campaigns leveraging Broad Reach targeting methods (Run of Network, Custom Subnet and Channel) accounted for 58% of the Campaign Targeting Mix (Chart A). Brands across multiple verticals, including Retail & Restaurant and Travel, leveraged Broad Reach Targeting methods to increase awareness of their fall sales and holiday travel specials. Local Market targeting represented 69% of the Targeted Audience Mix in November (Chart B). Restaurant and Telecom advertisers targeted customers with a variety of regional promotions to increase foot trac into restaurants and stores where customers could redeem their oers. Behavioral & Demographic targeting was 31% of the Targeted Audience Mix in November (Chart B). Brands in the CPG vertical used demographic targeting to reach women to promote cosmetics and provide usage tips. Consumer Electronics brands targeted gamers and tech enthusiasts with brand awareness campaigns for new product launches and gift ideas.

    DID YOU KNOW?


    Kindle Fire impressions grew at an average daily rate of 19% since its launch in mid-November. To learn more about the latest mobile device trends and to view the Kindle Fire Spotlight, download Millennial Medias November 2011 Mobile Mix Report.

    Click Here to Download Now!


    http://www.millennialmedia.com/research/mobilemix

    Visit www.millennialmedia.com/research to sign up

    Summary & Reporting Methodology


    November 2011

    About Millennial Media Millennial Media is the leading independent mobile advertising platform company. Our technology, tools and services help app developers and mobile website publishers to maximize their advertising revenue, acquire users for their apps and gain insight about their users. We oer advertisers signicant audience reach, sophisticated targeting capabilities and the ability to deliver rich and engaging ad experiences to consumers on their mobile connected devices. Visit www.millennialmedia.com for more information.

    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 platform data from Millennial Media. Visit www.millennialmedia.com/research to sign up to receive Millennial Media-related news including the Mobile Mix report, the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.) report, and the Mobile Intel Series. For questions about the data in this report, or for recommendations for future reports, please contact us at research@millennialmedia.com.

    2012 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.

    Visit www.millennialmedia.com/research to sign up

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