October Scorecard for Mobile Advertising Reach and Targeting (SMART)

Highlights from SMART:

• The U.S. Mobile Web: Grew to 1.1% to 64.8M users, according to Nielsen.
• Special Mobile App Snapshot Section, Provided by Mobclix: Apple surpassed Android and RIM in the number of monthly downloads. Android apps out-performed both Apple and RIM in the Game category. RIM topped the average app time at eight minutes.
• Engagement: Average user session time was 4:46 (min:sec) and average page views were 106, down from 109. 
• New OS Report: The iPhone operating system was the top OS on our ad network, followed closely by RIM. Apple; however, was bumped back into the second spot behind Samsung, as the top manufacturer on our network.  Feature phones represented 64% of impressions versus smartphones, which accounted for 36% of impressions on our network.

Reach:

The U.S. Mobile Web grew to 64.8M users. Millennial Media’s unique audience reach increased to 51.7M users, an industry-leading reach of 79.88% of U.S. Mobile internet users.

Special Section - Mobile App Snapshot - provided by Mobclix:

Apple dominated the number of total apps year-to-date through November 1, for a total of 115,000 combined apps in the Games, Entertainment, Books and Utility categories, according to Mobclix. Apple also led Android and RIM with the number of monthly downloads, with 100M apps per month. Android and RIM followed with 20M and 300K respectively. Average in-app CTR’s varied by app category -- Android out-performed both Apple and RIM in the Game app category.  RIM topped the average app time with eight minutes.

Engagement & Targeting:

Advertisers continued to see value in making their brand’s presence consistently available to their audience, with Traffic to Site representing 46% of our mobile campaign destinations.  The two largest increases in the Campaign Targeting Mix were the Custom Subnet and Demographic targeting methods, indicating a potential trend towards refined targeting as an advertising goal in Q4. A new addition to our monthly SMART, the Application Download category, represented 29% of the Campaign Destination Mix in October. 

Device & NEW Smartphone OS Highlights:

In October, we introduced a view into the U.S. Smartphone OS Mix.  The iPhone OS was the largest OS in our network with a 33% share of impressions, followed closely by the number two, RIM OS, with 31%. These operating systems grant users access to custom branded applications.  According to comScore’s U.S. Mobile Advisor report for September 2009, “The total number of app users in the U.S. has increased 42% year over year or has grown to 47M users from 33M users one year ago.” iPhone/iPod impressions alone increased in October by 4%, a consecutive monthly increase beginning in July.

The OS Mix contains a representative view of the device diversity available on Millennial Media’s network.  Smartphones accounted for 36% of impressions on our network versus feature phones, which had 64% of impressions. Our network data is in line with Nielsen’s Q3 2009 report which indicated that smartphones will have “50% of the market by the middle of 2011.” 

In the device lineup, Samsung regained its lead as the top device manufacturer, making up 23.48% of the impression share in October, moving Apple back to the number two spot with a slight decrease, representing 21.71% of impression share in October.