Archive for Millennial

Millennial Media Improves Audience Targeting Across Screens

Millennial Media Improves Audience Targeting Across Screens 300x151 Millennial Media Improves Audience Targeting Across ScreensMobile ad network Millennial Media announced Tuesday at Mobile World Congress that its Millennial Media Exchange is rolling out to 20 additional countries.

Perhaps more notable, however, is the introduction of a new set of targeting features that provide brand and performance advertisers increased transparency and control over their mobile ad campaigns.

According to a statement from the company, MMX, launched out of a partnership between Millennial Media and AppNexus, provides advertisers and developers a “unique opportunity to buy and sell on a real-time, programmatic basis at scale.”

Included in the new targeting enhancements is the ability to reach consumers across desktop and mobile. Millennial Media matches and enhances AppNexus targeting identifiers, which allows advertisers to purchase impressions and run cross-screen campaigns in the same way they had previously purchased display impressions.

“We believe that programmatic ad technology is critical to enabling cross-device targeting with exceptional control and performance for the world’s largest marketers,” says Ryan Christensen, VP of Product at AppNexus. “Together with Millennial Media, we are accelerating advertisers’ ability to reach cross-screen audiences seamlessly, effectively, and at exchange scale.”

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Mobile Marketing Watch » Marketing Strategy

Millennial Media Says Entertainment is Booming in Mobile

Millennial Media Says Entertainment is Booming in Mobile 300x271 Millennial Media Says Entertainment is Booming in MobileMillennial Media’s freshly-published S.M.A.R.T. report once again features global data from the ad network’s global platform, including key advertiser trends, including top verticals, campaign goals, and post-click actions from Q3 of 2013.

The report is particularly interesting this time around in response to its entertainment-related findings.

Ahead of the report, MM shared with MMW a sneak peek at the findings, which reveal that Entertainment was the largest vertical on the Millennial Media platform in Q3, and grew 264% year-over-year.

For the quarter, Application Download, Site Search, and Watch Video were the most commonly used global campaign tactics on the Millennial Media platform in Q3.

The Top six audiences targeted by tech advertisers include: IT Decision Makers, Gadget Geeks, Mobile Switches (ppl. that consistently switch between devices), Business Travelers, Business & Finance Enthusiast, and Tradesmen.

Underscoring the grwing power and popularity of video in mobile, video was included in over 30% of all technology campaigns on the Millennial Media platform in Q3; more than all other verticals.

The most popular campaign goals for technology advertisers on the MM platform in Q3 were Site/Mobile Traffic (56%) and Brand Awareness (38%).

Want to learn more? Download the full report here.

37b97aafe3aee5bffdcf85f98539a0fa Millennial Media Says Entertainment is Booming in Mobile Millennial Media Says Entertainment is Booming in Mobile

Mobile Marketing Watch » Marketing Strategy

Millennial Media Introduces New Mobile Measurement Products

Millennial Media Introduces New Mobile Measurement Products 300x300 Millennial Media Introduces New Mobile Measurement ProductsOn Monday, Millennial Media shared with MMW details of the independent leader in mobile advertising’s newest offering.

The company is rolling out Omni Measurement Solutions, a suite of measurement products designed to evaluate and demonstrate the effectiveness of mobile campaigns.

The new solutions will combine Millennial Media’s extensive first party data with best-in-class third party data sources to show the impact on key advertiser metrics driven by a campaign.

“Measurement is one of the most important issues in mobile advertising today,” says Mollie Spilman, EVP of Global Sales & Marketing, Millennial Media. “Brands need to feel confident that the dollars they are spending in mobile advertising are truly moving the needle, and our Omni Measurement Solutions represent the most comprehensive, data rich solution at this scale in mobile advertising.”

For every measurement product in the Omni Measurement Solutions suite, the company says, Millennial Media partners with a third party, and matches mobile IDs against exposed and control groups to judge the effectiveness of marketing campaigns with target audiences.

Data analytics company Neustar and location analytics firm Placed are among the launch partners.

Millennial Media will offer end-of-campaign reports that will accurately show the impact on advertiser KPIs, and give advertisers credible and qualified insights to use for future marketing efforts, today’s announcement asserted.

37b97aafe3aee5bffdcf85f98539a0fa Millennial Media Introduces New Mobile Measurement Products Millennial Media Introduces New Mobile Measurement Products

Mobile Marketing Watch » Marketing Strategy

Millennial Media Publishes New Mobile Mix Report

Millennial Media Publishes New Mobile Mix Report 240x300 Millennial Media Publishes New Mobile Mix ReportMobile advertising titan Millennial Media is out with its latest Mobile Mix report.

Of note in this particular report, MM expanded its usual list of the “Top 20 phones” to include tablets, and it turned out only 6 of the top 10 devices were actually smartphones.

According to details contained in this morning’s publication, Apple was the leading manufacturer on MM’s platform and had three of the top four mobile devices (iPhone, iPad and iPod Touch).

Apple also made up 42 percent of total impressions in Q2, which is up from 34 percent of total impressions in Q2 2012.

During the same time period, Android increased share from 46 percent to 51 percent.

Samsung was the second leading manufacturer on MM’s platform and also had three devices in the top 10. The Samsung Galaxy Note in particular grew 44 percent quarter-over-quarter.

Overall, 55 percent of MM’s tablet impressions were from iOS, compared to 44 percent for Android.

Three tablets were in Millennial Media’s top ten overall devices; the iPad, Samsung Galaxy Tab and Kindle Fire

To learn more, check out MM’s insightful new Mobile Mix Report here.

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Mobile Marketing Watch » Marketing Strategy

Millennial Media Offers Insight for Retail Brands

Millennial Media Offers Insights for Retail Brands 194x300 Millennial Media Offers Insight for Retail BrandsMillennial Media’s newest report from the Mobile Intel Series focuses specifically on the retail industry.

One of the most in-depth reports we’ve seen from the ad network, the publication – which was produced with the team at comScore – contains insightful info on everything from what campaign goals retail advertisers have, to the most popular in-store activities consumers are undertaking on their mobile phones.

Key findings in the new report indicate that the amount of time spent in retail content on smartphones has grown 385 percent since 2010, and combined, more time is now spent on smartphones and tablets than desktop.

All told, the mobile retail audience (people who engage with retail content on their phones) skews slightly male, and over 50 percent of consumers have a household income greater than $ 75,000.

According to MM’s findings, the most popular in-store mobile activities for men were comparing product prices, scanning barcodes and researching product features. The most popular in-store activities for women were sending pictures of products to family/friends and finding coupons.

As far as advertising is concerned, retail advertisers spend an average of 3X more in Q4 than the rest of the year.

Not surprisingly, increasing store traffic was the top campaign goal for retail advertisers and was the primary goal in 37 percent of retail campaigns (compared to just 9 percent of campaigns on our platform overall).

The second leading goal was driving site/mobile traffic , which was the top goal for 34 percent of retail campaigns.

To learn more or to download the new report from Millennial Media, click here.

4e561b4a99c62d75eb7b3ebf77bf14e4 Millennial Media Offers Insight for Retail Brands Millennial Media Offers Insight for Retail Brands

Mobile Marketing Watch » Marketing Strategy