In The News
Summer time is movie time but according to the June S.M.A.R.T. Report from Millennial Media, the entertainment industry isn’t the only industry taking advantage of mobile, video advertising. 23% of the mobile campaigns in Q1 had a “Watch Video” action and that’s up from 17% last year. Surprisingly, Energy & Power companies delivered a large number of video ads in the first part of the year. Their goal was to drive traffic to mobile sites and for general consumer awareness.
The numbers bear that out: During 2013’s third quarter, the restaurant industry’s ad spending fell 3.6 percent compared with the same period a year earlier, according to Kantar Media, a media marketing and research firm. During the same period, the industry’s mobile ad spending grew a hefty 234 percent, notes Millennial Media.
New research released today by mobile ad network Millennial Media shows that telecom ranked as the third highest-spending category in the first quarter, behind retail and entertainment. The report doesn’t reveal actual dollar figures for spending, but it spotlights how telecom companies are using the platform to try to reel in new customers.
In mobile marketing, local campaigns can drive sales at the store level, but the challenge lies in scaling these benefits at national level. Brands, retailers, and agencies work together to explore how mobile platforms can help businesses attract local shoppers. The new ecosystem is slowly maturing and requires an understanding of how platforms exchange data between people’s devices, ad networks and exchanges, stores, and data providers.
Local mobile ad spending is on the rise,but the definition of local for one advertiser can be very different from another...Some ad networks are refining their technology to deliver better-targeted ads...Millennial Media uses analytics software to double-check the locations publishers provide by tracking a phone’s IP address and users’ movements over time.
Millennial Media has just 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.”
Mobile advertising is a perfect example of an industry that can benefit by gaining STEAM: marrying art with science, visuals with data, and creativity with innovation.
Every June on the French Riviera, the industry’s smartest minds gather to celebrate the ideas and innovations that are driving creativity in communications.
Millennial Media, the Baltimore-based mobile ad platform company, said it had hired former Google exec Marc Theermann as EVP of Business Strategy.
Football brings people together, and so does mobile. When you combine the two, you get a global mash-up of connectivity. Drawing from our [The Millennial Media] 2013 Q3 Mobile Mix, football (or as it is called in this chart and by our American colleagues, "soccer") apps accounted for 59 per cent of impressions from sports applications.