In The News
Millennial Media has unveiled its Point location-based advertising suite, in partnership with spatial analytics firm Esri.
Millennial Media today unveiled Point: Audience Location Advertising suite, a location-based audience advertising suite that connects brands with consumers during the mindsets, moments, and locations that matter most.
More and more advertisers are using programmatic buying to reach targeted audiences, new research by Millennial Media shows. 75 per cent of those surveyed were currently buying programmatically, with 77 per cent planning on buying mobile ads this way within the next year.
Advertisers are using mobile programmatic buying more and more to reach specific audiences on their most used devices. 75 per cent currently buy programmatically – 57 per cent specifically on mobile. Of that 57 per cent 35 per cent are in agencies, 26 per cent DSP, 19 per cent trading desks, 11 per cent brands plus nine per cent other sectors.
Millennial Media conducted an April 2014 survey of programmatic buyers and has paired the survey results with data from their platform, to create an infographic which demonstrates mobile advertisers’ plans and perceptions around programmatic buying.
Millennial Media EVP Mollie Spilman reviews the evolution of automation, including the introduction of programmatic mobile advertising.
As personalization and relevance become increasingly important to consumers before they let a brand into their personal space, mobile technology is helping to bring these moments together. The thing that connects all of these moments? Location. But ultimately, many advertisers are still missing a trick when it comes to leveraging mobile location in their campaigns.
Health sites might seem like properties where people still most often turn to their desktop computer to get information. But the health and wellness category has hardly been immune to the broader transition to mobile devices. A recent Millennial Media study on cross-platform consumer habits indicated that people now split their time about evenly between the PC and mobile alternatives.
Time spent accessing the internet on smartphones matched online time spent with PCs in January, according to a recent report from Millennial Media and comScore.
A separate study this week by Millennial Media (with comScore), however, showed that travel still lags other industry categories in time spent shifting to mobile. The data indicated 68% of time spent on travel content takes place on the desktop, with 11% on tablets, and 22% on smartphones. By comparison, 53% of time spent on retail sites now happens on smartphones and tablets.