In The News
Customers of the marketing analytics platform Turn will now be able to buy ads and measure their impact through mobile marketing platform Millennial Media.
Enterprise Rent-A-Car worked with Millennial Media to craft a mobile campaign that targeted its desired audience: consumers between 25 and 54, with a median income of $50k, who traveled often.
Millennial Media CEO Michael Barrett talks to Advertising Age about the Company's mobile strengths, the power of its technology, and its growth as the the only independent, large-scale player in the mix.
Even before wearable technology gains widespread popularity, advertising companies are devising ways to deliver marketing messages directly to people who don watches, glasses and headgear that double as computers.
Millennial Media has released its latest SMART report into global mobile advertising trends, detailing the key changes in mobile marketing patterns during Q1 2014. Among the notable findings is a huge growth in ad spend for multiple industries in the APAC region.
A plurality 34% of mobile campaigns on the Millennial Media network counted site/mobile traffic as their goal, with brand awareness and engagement (23%) the second-most popular goal. Some 23% of campaigns directed users to a video, while 37% had site search as a post-click campaign action. Separately, pharma was the fastest-growing spender, upping its investments on the platform by 481% year-over-year.
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.