Archive for Millennial

In Millennial World, Social Shares More Influential in Purchasing Decisions

In Millennial World Social Shares More Influential in Purchasing Decisions 300x199 In Millennial World, Social Shares More Influential in Purchasing DecisionsMillennials aren’t shy about promoting what they like.

According to a June 2014 study by ShareThis, 25% of US millennial internet users shared digital content via social, with an average four shares per week—3.6 times and 2.1 times more than the total online population, respectively.

In a word, when Millennials see interesting content, they itch to broadcast it via social networks in numbers greater than other demographics.

Where to share?

Millennials like Facebook, the group’s primary social channel for sharing (55 percent). But Millennials — among the most savvy surfers, were more likely than total internet users to post on additional platforms. For example, Twitter and Pinterest each grabbed 10 percent of content shares by Millennials (that compares to 7 percent for Twitter and 5 percent for Pinterest among total web users).

“Shares by Millennials do more than take up space on friends’ feeds—they influence purchases, too,” contends eMarketer. “ShareThis reported that millennials were more likely than older generations to make a purchase based on content shared by one of their peers on social. Two-thirds of 18- to 34-year-olds were at least somewhat likely to do so, compared with 53 percent of those ages 35 to 44.”

But, take note: social commentary and personal recommendations are growing influential among all age groups when it comes to purchasing and consumption decisions.

“However, just because social influences purchases doesn’t mean those transactions take place online,” eMarketer concludes. “In fact, CivicScience found that those influenced most by social media chatter were most likely to make the majority of their purchases in-store. Fully 23 percent split their buys between the physical and digital worlds, while the same percentage were almost completely online-only.”

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Mobile Marketing Watch » Marketing Strategy

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.

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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.

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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