June 20, 2013, 4:32 PM

Millennial Media Launches Next Evolution of Video Advertising Solutions

Advertisers can now add customizable features to their video that let consumers engage with the content in ways not possible in any other medium.

JUN 19, 2013

Baltimore, MD—June 19, 2013—Millennial Media (NYSE:MM), the leading independent mobile advertising and data platform, today announced a suite of new advertising products for marketers to harness the power of mobile video on smartphones and tablets. Advertisers can now add customizable features to their video that let consumers engage with the content in ways not possible in any other medium.

“When you combine the rich storytelling of video with the interaction and engagement of mobile, the result is a powerful branding experience that really resonates with consumers,” said Marcus Startzel, Chief Revenue Officer, Millennial Media. “We’ve heard from our key brand partners that there is a desire to go beyond simply repurposing video from other channels, so we built these new products so brands can strategically optimize their video content for mobile.

Millennial Media’s new Video Advertising Solutions include nine different products and are designed for advertisers in all industries. Examples of the new products include:

  • Video SYNC – The first ad unit of its kind, advertisers can wrap rich media around the video player and sync different animations with specific moments of the video to highlight and identify key messaging moments. For example, a film trailer could play, and at the introduction of each new character, a rich media animation would appear highlighting the actor or actress.
  • Video TOGGLE – Optimized for tablets, a large video is surrounded by three additional videos underneath, with the option to toggle which video is highlighted. The ad unit offers brands the ability to drive extended and additional viewing, and present multiple messaging and topic options.
  • Video TICKER – This ad unit allows marketers to display dynamically updated, time-specific information, such as sports scores, movie times, or Twitter feeds, directly into their video ad.

The new products were designed to naturally fit into the consumer app experience, and the units were built to leverage the different tablet and smartphone canvases. All of the new ad units have orientation detection, where the ad will automatically identify if the tablet or phone is in landscape or portrait mode, and lock the orientation for the duration of the ad. This enables advertisers to leverage the accelerometer without fear that a consumer will accidentally turn their unit too far and change the ad, and ensures developers that video ads will play correctly, no matter how their app is formatted.

All of the ad units deliver rich reporting including measurement for length of video view, and interactivity. Reporting can be further augmented with Millennial Media’s audience data and contextual information like out-of-home and day part viewership.

Consumer usage is at an all-time high, with Cisco reporting that mobile video made up over 50 percent of total mobile traffic in 2012. Developers and publishers can take advantage of the trend and integrate video into their apps to increase eCPMs. Every developer with Millennial Media’s new 5.0 SDK will be able to receive the new video ads. To read more information or download the new SDK, visithttp://mill.enni.al/1a6nVzS.

The complete new suite of Video Advertising Products can be viewed at: http://mill.enni.al/11ewmJf    

 

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About Millennial Media

Millennial Media is the leading independent mobile advertising and data platform.  Our technology, tools and services help app developers and mobile website publishers maximize their advertising revenue, acquire users and gain audience insights.  Our platform also enables us to offer advertisers powerful Mobile Audience Solutions (MAS) that utilize our significant scale, sophisticated targeting and uniquely engaging creative capabilities to deliver meaningful results.

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