ANDROID AND RIM SURGE ACCORDING TO NEW MILLENNIAL MEDIA REPORT

Millennial Media, the largest independent mobile advertising platform, said today that mobile connected devices like the iPad and Sony PSP displayed more than 20 percent of the giant ad networks' ad impressions in March, a trend that could have far reaching impact on mobile advertising as these devices grow more popular.

Millennial Media decoupled the device and OS trending information from the company's monthly Scorecard for Mobile Advertising Reach and Targeting (SMART)(tm); the new Millennial Media Mobile Mix(tm) will now complement the company's monthly SMART report.

Millennial connects brand advertisers with the largest mobile media audience in the U.S., according to IDC. The company's mobile advertising network reaches 83 percent of mobile users in the U.S. and it reported that its brand business grew by more than 750 percent last year, while the performance business grew almost 172 percent.

"As the largest independent mobile advertising platform in the U.S., we support every major operating system and device. In March, one out of every five ad impressions on our network were seen on a mobile connected device, and not a mobile phone," said Erin (Mack) McKelvey, SVP of Marketing, Millennial Media. "We have reported monthly device trends from our network for a year, but given the proliferation of smartphones and connected devices, we felt that it was now time to spotlight this data for industry-watchers who are trying to understand the role of devices and consumer behavior in the overall mobile market."
Millennial Media also reported that, for the first time, Android's OS was in the top three in the ranking of smartphone impressions in March. Android OS impressions share increased 3 percent in March alone to bring the Google platform to a total of 6 percent of U.S. Smartphone impressions for the month. Globally, Android impressions increased a staggering 72% month over month, while RIM also surged 25% globally, on the network.

Other significant observations in the March edition of the report include:

*       U.S. device impression data breakout: Smartphones (45%), Feature Phones (34%), and Connected Devices (21%).
*       Apple's OS remains the leading OS on our network in March with 70 percent share of Smartphone impressions.  Apple's OS has maintained the leading OS position since Millennial began reporting OS mix in August 2009.
*       RIM remained the second largest OS for the eighth consecutive month with a 14% share of impressions; and four devices in the Top 20 Mobile Phone ranking.
*       While Apple represented 40% of overall network impressions in March (top slot for the 6th consecutive month); manufacturers supporting Android enabled devices represented over 50% of the Top 15 Manufacturers.  Samsung was firmly embedded as the second largest manufacturer on our network, with four devices in the Top 20.


On April 9, 2010, the company released its iPad SDK and PadMedia Creative Suite(tm) for developers.  The PadMedia creatives provide increased user engagement opportunities for advertisers, and; therefore, increased monetization opportunities for developers.


About the Millennial Media Mobile Mix(tm)
The company is now splitting its monthly mobile marketing reports in two, offering a device report that will track device, OS and carrier data from the company's network.  The other monthly report, the SMART, will continue to focus on ad performance and placement across the company's massive mobile marketing network.

About Millennial Media, Inc.
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.  Millennial Media was named the 2010 OnMedia Top Private Company in Digital Media. For more information, please visit http://www.millennialmedia.com or follow us on Twitter @millennialmedia.