Millennial Media Intel Series - Retail

Volume 6

a Millennial Media / comScore Study

Mobile Insights for Retail Brands

Mobile Intel Series:

The Opportunity

The Mobile Retail Audience

Mobile Retail Purchase Behavior

Mobile Spending in the Retail Vertical

Types of Retail Brands Investing in Mobile

Mobile Retail Campaign Goals

Engaging the Mobile Retail Consumer

Mobile Coupons

Reaching Retail Audiences Everywhere

Retail Audience Targeting Strategies

Conclusions

Top 10 Action Items for Retail Brands

Summary and Reporting Methodology

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3

5

8

9

10

11

12

13

15

17

18

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2The Opportunity

comScore Mobile Retail Study Millennial Media commissioned a study with comScore to understand how consumers use mobile devices for their retail needs and who these consumers are.

Millennial Media Platform DataThe S.M.A.R.T. report data and retail vertical data featured is based on actual data from campaigns run with Millennial Media in Q1 2013.

Methodology: MobiLens U.S. Survey; March 2013, 3 month average; n= 32,088. Includes total mobile audience 13+ with a primary handset

MobiLens Aggregated data of 5 European Country Surveys (UK, FR, DE, IT, and ES); March 2013, 3 month average. Includes total mobile audience 13+ with a primary handset

TabLens U.S. Survey; March 2013, 3 month average; n= 6,796. Includes total tablet audience 13+; tablet is dened as Internet connected touch screen device with 7 + screen, no voice plan, and a mobile operating system

Mobile Metrix 2.0; comScores Unied Digital Measurement; March 2013

Mobile phone penetration is nearing 100% of the worlds population, with more devices than people. Spurred by this unprecedented adoption of technology, mobile consumer behavior has continued to evolve, boosted by the advanced device and network technology that allows for more interactive and engaging experiences on mobile devices.

As a result, mobile consumers are becoming increasingly comfortable with shopping and spending on their mobile devices. Retail m-commerce dollars currently account for 11% of total digital retail spend. Retail m-commerce sales in the US and UK are forecasted to grow 176% from $49 billion in 2013 to $135 billion in 2017, according to eMarketer.

This guide is designed to help retail marketers including both traditional brick and mortar and solely online retailers plan their mobile advertising strategies. The Mobile Intel Series: Retail report provides insight into:

Who mobile retail consumers are, how they use their mobile devices to shop, and what mobile shopping behaviors they exhibit,

What leading retail brands are doing in mobile today, How retail brands can use mobile to reach and engage consumers.

Findings are based upon a study Millennial Media commissioned with mobile measurement rm comScore, and Millennial Medias global platform observations across tens of thousands of mobile ad campaigns.

Mobile Intel Series: Retail a Millennial Media/comScore Study

Retail Category Time Spent by PlatformCHART A

Source: comScore Media Metrix Multi-Platform, February 2013.

0%

20%

40%

60%

80%

100%

84%

16%

49%

14%

37% DESKTOPSMARTPHONETABLET

2010 2013

3

The Mobile Retail Audience

These properties are not entirely cannibalistic. comScore research suggests that mobile extends the desktop retail audience by 45%, helping consumers to continue their shopping experience across devices, and ultimately driving purchase, by any method.

Since our rst volume of the Mobile Intel Series on Retail was released in 2011, comScore estimates that the mobile retail audience has grown more than 300%. This audience is made up of consumers who frequently engage with retail content and ads on their mobile devices. Consumers are using mobile at all stages of the purchase funnel in order to:

Research items for reviews and prices before, during, and after trips to the store, Find store locations, Engage with their favorite brands for retail promotions or to provide feedback.

The amount of time consumers spend on mobile retail sites using their smartphones or tablets is also increasing, now accounting for approximately half of the total retail time spent on digital properties (Chart A).

Mobile now greater than desktop (51%).

Time in retail content on smartphones has grown 385% since 2010.

www.millennialmedia.com/mobile-intelligence

4The Mobile Retail Audience The majority of the Mobile Retail Audience accessing retail content is 18-44 and male (Chart B). In the U.S., male smartphone owners are 5% more likely to access mobile retail content than female smartphone owners. In the EU-5, males are 16% more likely.

In fact, 91% of this Mobile Retail Audience owns a smartphone. Apple iOS (45%) and Android (48%) make up the majority of smartphones used by the mobile retail audience. In the EU-5, the majority of this smartphone retail audience over-indexes on full-time employment (Chart C).

Compared to smartphones, 47% of tablet owners access retail content, and over 50% of this audience has a household income greater than $75,000 a year (Chart D).

The Mobile Retail Audience is 52% male, and 48% female.

0%

5%

10%

15%

20%

25%

30%

Source: comScore MobiLens and TabLens; March 2013.

35-4425-34 45-54 55+18-241317

MOBILE AUDIENCEMOBILE RETAIL AUDIENCE

7%

22%27%

6%

20% 21%17%

20%

13%14%15%19%

Mobile Retail AudienceBy AgeCHART B

0%

10%

20%

30%

40%


$75K-

Mobile Retail Purchase Behavior The mobile retail audience is comfortable using their mobile devices at all stages of the purchase funnel. Not only does this audience use their devices for pre-purchase activities, such as researching product features and availability, but they also use them in-store for a dierent set of behaviors.

When in-store, men and women are both using their smartphones to look for product information, but go about it in dierent ways. Women are a third more likely to engage in social behaviors, such as texting a friend or family member about a product, while men are two-thirds more likely to scan a barcode or compare product prices (Chart E).

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Source: comScore MobiLens; March 2013.

In-Store Mobile BehaviorBy GenderCHART E

CHECKED PRODUCT AVAILABILITY

COMPARED PRODUCT PRICES

FOUND COUPONS OR DEALS

FOUND STORE LOCATION

PURCHASED GOODS OR SERVICES (ONLINE)

RESEARCHED PRODUCT FEATURES

SCANNED A PRODUCT BARCODE

SENT PICTURE OF PRODUCT TO FAMILY/FRIENDS

TEXTED OR CALLED FRIENDS/FAMILY ABOUT A PRODUCT

TOOK PICTURE OF A PRODUCT

Because of this, retail brands can utilize mobile advertising to target in-store shoppers using methods that address these inuence factors. Store locators may be a more eective tactic to use with men, while ads linking to a social network may be more eective with women, and can be targeted accordingly. Further discussion of the actions used by retail advertisers on our platform is on Page 11.

0% 10% 20% 30% 40% 50% 60%

MALE FEMALE


34%55%

43%44%

40%50%

37%52%

33%57%

35%58%

45%34%

31%24%

37%47%

40%35%

6Mobile Retail Purchase BehaviorAs shown in Chart F, there are two major factors that have the most inuence on consumers making a retail purchase: price and social factors. The orange factors are price-related, while the blue factors are social-related. Price is the overwhelming inuencer on its own, but price is also the motivation when consumers are looking for or using mobile coupons or signing up for store rewards. Social is the second most influential factor overall. Reading customer reviews, social media, and recommendations are all forms of social inuence consumers rely on when purchasing a product on a smartphone (Chart F).

PRICE-RELATED FACTORS SOCIAL-RELATED FACTORSSource: comScore Customer Mobile Retail Advisor Survey; March 2013.

Inuential Factors when Purchasing a Product on a SmartphoneBy GenderCHART F

PRICE

CUSTOMER REVIEWS

MOBILE COUPONS

EXPERT REVIEWS

STORE REWARDS

COMPANY-SPONSORED SOCIAL SITE

PERSONAL RECOMMENDATIONS

0% 10% 20% 30% 40% 50% 60% 70% 80%

73%

35%

33%

24%

23%

19%

18%


GOAL: Drive foot trac to New York Citys Penn Station to view an Adidas Light You Up promotional light show.

STRATEGY: Adidas used location-targeted banner ads to engage nearby users to click through to the landing page to see more event information. As a result, the event drew thousands of attendees from the surrounding areas.

To download the full campaign summary and view a video demo, visit http://www.millennialmedia.com/brands

Campaign Spotlight: Adidas

With the addition of mobile advertising for the Light You Up event promotion, Adidas was able to reach local users with a relative and time sensitive message and drive foot traffic to the event. ~ Gina Preziosa, VP, Group Media Director, mediahub/Mullen

7Mobile Retail Purchase BehaviorAs weve seen, consumers use their mobile devices for a variety of activities before shopping and while in-store, but also use their mobile phones or tablets to make purchases as well.

Of the top goods or services purchased on a mobile device, eight of these product categories fall into the retail vertical (Chart G). Overall, Clothing or Accessories were the top items purchased by both smartphone and tablet shoppers, while Books and Consumer Electronics rounded out the top three retail categories. For all three of these top retail categories, consumers were more likely to purchase these products on their tablets, rather than on their smartphones. According to comScore data, 37% of smartphone and tablet owners who made purchases on their device spent between $50 and $200 during this period.


CLOTHING OR ACCESSORIES

TICKETS

BOOKS (NOT E-BOOKS)

MEALS (DELIVERY OR PICKUP)

CONSUMER ELECTRONICS / HOUSEHOLD APPLIANCES

DAILY DEALS OR DISCOUNT COUPONS

PERSONAL CARE / HYGIENE PRODUCTS

GIFT CERTIFICATES

GROCERIES

SPORTS/FITNESS EQUIPMENT

FLOWERS

HOTEL ACCOMMODATIONS

AIRPLANE TICKETS

CAR RENTAL

0% 10% 20% 30% 40% 50% 60%

SMARTPHONE RETAIL TABLET

Types of Goods or Services Purchased on Mobile DevicesCHART G

54%39%

9%4%

13%8%

15%9%9%10%10%

11%14%

13%19%

15%20%

19%23%

21%22%

21%20%

22%29%

23%24%24%


8Q1 2013

1

2

3

4

5

6

7

8

9

10

Q4 2012

2

3

4

1

6

5

7

NR

NR

NR

CATEGORIES

Telecommunications

Entertainment

Finance

Retail

Automotive

Consumer Goods

Travel

Technology

Education

Restaurants

Source: Millennial Media Q1 2013 & Q4 2012.

Mobile Spending in the Retail Vertical


Retail brands have been leaders in mobile advertising. As a result, the retail vertical has been a consistent top ten spender on our platform for over two years, growing 10% year-over-year this quarter on our platform. From this already large, established base of spending, retail brands have begun to shift their mobile advertising strategies. Retail advertisers are allocating their mobile spend dierently, towards more innovative targeting features.

In prior mobile intelligence reports, we grouped retail and restaurants as a combined vertical. Combined, retail and restaurants was the largest vertical on our

Retail advertisers have a noticeable seasonality eect compared to other verticals on our platform. Q4 is traditionally a big investment period for retail brands as many are positioning themselves for strong holiday season sales. Retailers on our platform traditionally spend about 3x more in Q4 than they do in any other quarter. In addition to Q4 holiday spend, many retail advertisers ramp up spend around other seasonal holidays and special events.

Top 10 Global Brand VerticalsRanked by SpendCHART H

platform in 2012. Due to growth in both verticals, we now report these separately to provide more insight into each verticals unique goals and actions. On its own, retail was the 4th largest brand vertical on the Millennial Media platform in Q1 2013 (Chart H), and has been in the Top 10 Global Brand Verticals for over two years.

Retailer Spotlight: Marks & Spencer

Marks & Spencer, one of the UKs leading retailers, saw its mobile sales increase 200% last year, following the launch of its rst transactional iPhone app an app that has received over 580,000 downloads. Both the iPhone and recently launched Android app enable consumers to shop online and discover more about M&S. Customers can scan product bar

codes to buy online, sync their shopping basket across mobile and web, and use the GPS locator to discover their nearest store. These apps, along with an M&S Home iPad app, are the latest addition to the retailers mobile strategy, having had an optimised and transactional mobile website for several years. Growing from a single market stall in 1884 to a company with operations in more than 50 territories worldwide, M&S is using mobile to extend its position as an international multi-channel retailer.

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Types of Retail Brands Investing in Mobile


A broad array of retailers has invested in mobile advertising, from national chains to local businesses. In Q1 2013, seven dierent sub-categories contributed to the retail vertical on the Millennial Media platform (Chart I).

National Retailers made up the largest retail sub-vertical on our platform (Chart I). Mass merchandisers, big box stores, and large franchises leveraged mobile advertising campaigns around national holidays and seasonal events. For example, a national mass merchandiser ran multiple campaigns throughout the year targeted around seasonal events and consumer needs.

Online Retailers accounted for 10% of the retail vertical spend on our platform (Chart I). Online Retailers are those that solely have a digital presence, such as deal-a-day, auction sites, and major e-commerce sites. These retailers look to drive consumers to a digital locale instead of a physical store.

34%

21%19%

10%

9%

4% 3%

Source: Millennial Media, Q1 2013.

Retail Sub-Vertical MixCHART I

NATIONAL RETAILERSCOMPUTERS & ELECTRONICSCLOTHING & LUXURY FASHIONONLINE RETAILERSHOME & GARDENGROCERY STORESJEWELRY & GIFTS

Our customers are changing and we have to change with them its as simple as that. We want M&S to be accessible to customers 24/7 and make it easy for them to shop with us the way they want to. Mobile and tablets are at the heart of that and by the end of last year accounted for 18% of M&S.com sales. As more and more customers opt to interact with us in this way, mobile has become embedded into our marketing strategy and is an essential way for us to engage customers in our products, services and offers. ~ Kyle McGinn, Head of Digital Innovation, Marks & Spencer

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Mobile Retail Campaign GoalsTwo major campaigns goals emerged for retail campaigns: Increased Foot Trac and Site/Mobile Trac. Retail advertisers used mobile advertising to ultimately drive consumers to these end goals.

Increased Foot Trac (37%) campaigns help retail advertisers drive consumers into their stores, mainly physical locations. Many brands with this campaign goal layered a Store Locator or View Map action into multiple types of creatives in order to help consumers find the closest location. For example, a hardware store layered multiple post-click actions in a rich media campaign in order to ultimately drive consumers into store locations.

Site/Mobile Trac (34%) was the second most common campaign goal for retail brands on our platform (Chart J). Whether an advertiser utilizing this action has either physical locations or a digital store, or both, Site/Mobile Trac campaigns aim to drive m-commerce purchases. Clothing and Luxury Fashion brands most often coupled these goals with Retail Promotions to get consumers to shop now.

Increased Foot Trac and Site/Mobile Trac were also the two campaign goals that retail advertisers focused more heavily on compared to all advertisers on the Millennial Media platform. When compared to all advertisers, retail campaigns focused on Increased Foot Trac at four times the platform average.

Advertisers Campaign GoalsCHART J

0%

5%

10%

15%20%

25%

30%

35%

40%


INCREASEDFOOT TRAFFIC

REGISTRATIONS SITE / MOBILETRAFFIC

SUSTAINEDIN-MARKETPRESENCE

BRANDAWARENESS

ALL ADVERTISERSRETAIL ADVERTISERS

13% 14%9%

37%

16%

8%

18%

34%37%

7%


11

Engaging the Mobile Retail Consumer As high spenders in mobile advertising, retail companies utilize a variety of mobile actions to get consumers to engage with their ads. From the use of video, to mobile integrated retail promotions, to location-aware banners, retail brands are diversifying and innovating to attract consumers.

Compared to all advertisers running campaigns with Millennial Media, retail brands utilized Interactive methods, m-Commerce experiences, Site Search, View Map or Store Locator, or Retail Promotions at much higher rates (Chart K).

The post-click actions retail advertisers include in their mobile ads also directly drive their campaign objectives. Nearly half (41%) of retail campaigns on the Millennial Media platform incorporated an m-Commerce option (Chart K), directly tied to these advertisers campaign goal of driving Site/Mobile Trac (Chart J).

Post-Click Campaign Action MixAll Advertisers vs. Retail Advertisers CHART K

APP DOWNLOAD

ENROLL/JOIN/SUBSCRIBE

INTERACTIVE

MCOMMERCE

PLACE CALL

RETAIL PROMOTION

SITE SEARCH

SOCIAL MEDIA

STORE LOCATOR/MAP

WATCH VIDEO

0% 10% 20% 30% 40% 50%


ALL ADVERTISERS RETAIL ADVERTISERS ONLY

45%7%

8%

29%

41%

1%

21%

37%

14%

41%

10%

13%

12%

12%

6%

7%

24%

15%

15%

17%

Source: Millennial Media, 2012.

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Mobile CouponsAs this report has shown, consumers frequently use their smartphones for a variety of shopping-related activities, the most common of which is trying to nd a better price on an item (Chart F, Page 6). While in-store, smartphone users often compare prices between stores and sites on their device, while also looking for coupons or promotions. This activity, searching for coupons or deals on their smartphones, was the in-store behavior that men and women most equally matched on (Chart E, Page 5), showing that price is important to all kinds of shoppers. In fact, an average of 22% of the adult mobile device population purchases discount coupons on their smartphone or tablet (Chart G, Page 7). Piecing together these data points, we see that mobile consumers are willing to search for and utilize mobile coupons and discounts, which provides retail advertisers another opportunity to reach them.

Consumer Mobile Coupon BehaviorCHART L

Source: comScore/Millennial Media Mobile Retail Study, 2013.

The addition of mobile wallet functions to smartphones is a new tool that advertisers can leverage when designing mobile coupon campaigns. Consumers are able to save promotions to their mobile wallet and then access them later, which can help drive brand awareness and recall, and ultimately, redemption. We have seen advertisers on our platform run innovative campaigns in which consumers could either save a coupon to Passbook or text themselves a link to the coupon. Research suggests that these mobile coupons average 10x the redemption rate of paper coupons.


44% of males and 43% of females used their smartphones

in-store to find coupons.

22% of smartphone and tablet shoppers

purchase discount deals or coupons on their mobile

devices.

73% of mobile shoppers search for a better price.

MOBILE +COUPONS =

DRIVING BRAND RECALL & PURCHASE

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With such a high percentage of the mobile retail audience owning a smartphone (91%), cross-visitation of content is expected. The mobile retail audience over-indexes on cross-visitation to a number of content channels, including Automotive, Financial Services, Health, and Travel sites, in addition to Retail (Chart M). Such high index numbers suggest that the mobile retail audience is extremely active and engaged with all types of apps and sites on their devices.

As a result of this cross-visitation, the retail campaigns on our platform are served through a variety of application categories, of which the top 10 are listed in Chart N. From both Charts M and N, we can see that retail advertisers are already taking advantage of the channels where the retail audience over-indexes, such as Retail and Health & Wellness. There are also future opportunities for retail advertisers to target a broader audience through other popular app channels, such as Music & Entertainment, Games, and Social.

RANK

1

2

3

4

5

6

7

8

9

10

CATEGORIES

Music & Entertainment

Games

Social

Productivity & Tools

Communications

Shopping & Retail

Books & Reference

News

Health & Fitness

Science & Technology


Top 10 Mobile Application Categories for Retail CampaignsCHART N

Mobile Retail User Cross-VisitationCHART M

Source: comScore MobiLens and TabLens; March 2013. SMARTPHONE TABLET

150

100

200

250

300

AUTOMOTIVE FINANCE:INSURANCE

FINANCE:STOCKS

RETAIL:AUCTION

SITES

RETAIL:GUIDES

TRAVELHEALTH &WELLNESS

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A mobile audience this engaged with content, both retail and non-retail, uses a variety of devices and operating systems. Eective mobile advertisers can take advantage of this diversity by running cross-platform mobile advertising campaigns to connect their brands with audiences, not just devices.

Unless ads are designated to download an app from a specic app store, focusing on one OS or device type can put unnecessary limits on an advertisers ability to reach the target audience. On our platform, half of the impressions for retail campaigns came from Android devices, and 45% came from iOS devices (Chart O).

On our platform in Q1 2013, 74% of the impressions for retail campaigns came from smartphones, with 26% coming from tablets (Chart P). These breakdowns closely mirror our overall platform.

Retail Connected Device MixRanked by ImpressionsCHART P


74%SMARTPHONE

26%TABLET

50%

45%


Retail OS MixRanked by ImpressionsCHART O

ANDROIDIOSBLACKBERRY OSWINDOWS

4% 1%


15www.millennialmedia.com/mobile-intelligence

Retail brands advertising on the Millennial Media platform leverage a variety of audience targeting methods. Savvy retail advertisers often leverage location-based targeting campaigns to ensure that their message gets to mobile users at the right place and time, such as on the weekends around a seasonal home need.

48%

18%

16%

15%


Retail Sub-Verticals using Location-Based TargetingCHART Q

CLOTHINGGROCERY STORESHOME & GARDENNATIONAL RETAILERSOTHERS

3%

On our platform, 20% of retail campaign spend was attributed to at least one of the many forms of real-time location-based targeting. National Retailers and Clothing brands were two of the largest sub-verticals to use this mobile feature (Chart Q).

Among all advertisers on our platform, the retail vertical was the sixth largest to leverage location-based targeting methods in Q1 2013.

Retail advertisers utilized innovative types of mobile advertising, such as location-aware banners, a form of rich media expandable banners, which use a devices location to show nearby store locations where a product could be purchased.

Millennial Medias audiences are built from massive volumes of user, location, app, and 3rd party data, much like the data points weve seen throughout this report. The multi-dimensional view these data points provide is what we refer to as the Relevance Graph. This first party data asset gives advertisers the ability to run highly-targeted campaigns across tens of thousands of mobile apps and sites. Depending upon advertisers goals, the ideal audience targeting solution may include more than one parameter to optimize reach among a desired audience.

A number of audiences based on real-time behaviors, demographics, and locations are used by retail brands to reach consumers with proven interests and intents. In Q1 2013, retail advertisers most frequently targeted the audiences shown in Chart R.

Audiences are dynamic and a mobile user shifts into dierent audiences throughout the day. Therefore, a diverse group of audiences engaged with retail ads on our platform. Of the audiences targeted, DIYers and Bargain Hunters were the top audiences that engaged with retail campaigns (Chart R).

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13%

8%

5%5%

7%

6%

4%4%3%3%

42%


Top Audiences Targeted by Retail AdvertisersCHART R

AVID SHOPPERSGADGET GEEKSPARENTSHOUSEHOLD SHOPPERSHEALTH CONSCIOUSDIGITAL SHOPPERSOUTDOORS ENTHUSIASTSDIYersBARGAIN HUNTERSHOME BUYERSOTHERS

TOP ENGAGER

GOAL: Reach in-market camera shoppers to encourage consideration of the new Olympus PEN E-PM1 digital camera.

STRATEGY: Olympus Captures Your Stories using rich media features such as a photo reel and 360 View, and targeted takeovers to create buzz. As a result, the campaign realized higher than average click-through-rates.

To download the full campaign summary and view a video demo, visit http://www.millennialmedia.com/brands

Campaign Spotlight: Olympus

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Conclusions


Mobile: Extending the Shopping Experience

The ultimate goal for retail advertisers is to move consumers through the purchase funnel to buy their products or services, growing brand loyalty. Mobile advertising is another tool retailers can leverage to help extend the in-store and digital shopping experiences. Retail advertisers are using a variety of mobile features to help achieve this goal.

Helping consumers find store locations and getting shoppers into stores is the largest goal of retail advertisers on our platform, and a variety of mobile features are utilized to get them there. Retail advertisers often layer store locator functions, such as location-aware banners, maps, and location tickers, with brand engagement methods, such as video and social media in order to create an engaging experience for consumers.

m-Commerce purchases provide another channel for shoppers to buy an advertisers products, and m-Commerce stores are always open. Consumers use their mobile devices at all stages of the purchase funnel, so completing these purchases on their device is a growing behavior.

Opportunities for Retail Brands

While retail brands have been top spenders in mobile advertising, there are still opportunities for retail advertisers to innovate how they are using mobile to attract consumers and drive them to make purchases. Retail brands, like all brands with a mature level of mobile advertising spend, should continue to leverage mobiles new features, such as dynamic video and voice command ads.

There is also opportunity for retail brands to build brand awareness and loyalty. On our platform, weve seen video used to help build brand awareness, with advertisers repurposing television commercials in a shorter form for a mobile audience. Driving downloads of a branded application is also often used as a method to drive brand engagement.

Mobile devices go everywhere with consumers, especially smartphones, and layering rich media ads with location data and features helps create a relevant mobile advertising strategy targeted at audiences, not devices.

Know mobiles role. Mobile devices are an integral part of our lives, and these devices go everywhere with us: in bed, to work, on vacation, and in-store. Understanding the way consumers use their mobile devices throughout the day is a fundamental step in developing an eective mobile strategy.

Invest in a branded application. As we saw on Page 11, Chart K, retail advertisers are less likely than all advertisers to drive application downloads. Branded applications can be a great way to house information on products, services, store locations, video demonstrations, reviews, and social media features. An app can help create a clean and easy mobile experience for customers, while also providing essential feedback and consumer information to the retail advertiser.

Invest in mobile payment technologies. According to eMarketer, proximity mobile payments in the U.S. are expected to grow an average of 174% by 2017. Retailers can be a part of this growth by making investments in the technology for mobile payments. Leveraging mobile payment technology can help collect valuable point-of-sale customer information and drive customer loyalty.

Engage and interact. Creative new mobile ad units are designed to encourage a consumer to actively interact with an ad, not just be a passive viewer. Retail brands can benet from video, voice, and dynamic rich media features in mobile ads in order to enrich a consumers experience.

Target audiences. Bargain Hunters on the weekend? Avid Shoppers using tablets? When location, device, behavior, and consumer characteristics come together, the result is a mobile audience. Retail advertisers can take advantage of Millennial Medias behavioral audiences in order to reach the right consumers at the right place and the right time.

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2

3

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Socialize. Mobile social media has helped mobile users become content contributors, as well as content consumers. Retail brands can provide a mobile outlet to give customers an opportunity to share their own content with your brand for increased engagement and brand loyalty. There are a variety of ways to include social media within a mobile campaign, for example, using hashtag targeting, linking to a social media page in a creative, and more.

Utilize mobiles mobility. A mobile device in pocket can help a consumer decide where to go next, whether in a new or familiar neighborhood. Targeting potential customers around key locations, such as malls or store locations, is an integral part of a successful mobile retail campaign strategy.

Develop a mobile strategy. Participate in the mobile advertising landscape by staying on top of trends, doing research, and becoming educated on the mobile market. Leverage your mobile advertising partner as a source of knowledge to nd the right media mix and style for your brand.

Measure results and success. Eective ad measurement can come in many dierent forms, depending on what a campaigns goals are. When designing a mobile campaign, clearly identify goals and actions in order to accurately measure results.

Give it a shot. The mobile audience is unique and consumers engage with and respond to mobile advertising dierently than they do with other media. Mobile may be the way to test new ad concepts or experiment with a new idea or product. Use mobile as a channel to test your most innovative ideas.

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10

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Would you like an in-person briefing of this data, specific to your brand or client?

Contact us today at [email protected].

www.millennialmedia.com/mobile-intelligence 19


Summary & Reporting Methodology


About Millennial MediaMillennial Media is the leading independent mobile advertising and data platform. Our technology, tools and services help app developers and mobile website publishers maximize their advertising revenue, acquire users and gain audience insights. Our platform also enables us to oer advertisers powerful Mobile Audience Solutions (MAS) that utilize our signicant scale, sophisticated targeting and uniquely engaging creative capabilities to deliver meaningful results.

About comScorecomScore 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 MethodologyThe insights here are based upon a study Millennial Media commissioned with mobile measurement rm, comScore, and Millennial Medias global platform observations across thousands of mobile ad campaigns.

comScore Methodology: MobiLens U.S. Survey: 13+ years old, March 2013; n=32,088 MobiLens EU-5 (UK, FR, DE, IT, and ES) Survey: 13+ years old, March 2013; n=12,000 TabLens U.S. Survey; 13+ years old, March 2013, n= 6,796 Mobile Metrix 2.0; comScores Unied Digital Measurement; March 2013.

Millennial Media Platform Data:The 2012 and 2013 S.M.A.R.T. report data and Retail vertical data featured is based on actual campaign and platform data from Millennial Media. As the largest independent mobile advertising platform, we are capable of reporting and analyzing a rich set of campaign data collected across tens of billions of monthly impressions. Elevating and driving the mobile app economy forward is central to our company mission.

Visit www.millennialmedia.com/mobile-intelligence to sign up to receive Millennial Media-related news and mobile intelligence reports, including Millennial Medias Mobile Mix, the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.) report, other issues of the Mobile Intel Series, and special reports.

2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.

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Millennial Media Intel Series - Retail