Millennial Media Sets the Bar for Enhanced Mobile Brand-Impact Survey Targeting Capabilities

Millennial Media, the industry's largest and fastest-growing mobile advertising networks company, today announced the release of its enhanced brand-impact survey targeting capabilities. Along with providing more options for targeting, Millennial Media's system enables third-party brand impact studies to be conducted according to advertising research industry standards. Third-party digital marketing research companies can now simultaneously recruit control and exposed cells -- providing more accurate and meaningful campaign analysis for brand advertisers and agencies.
Mobile ad effectiveness measurement generally required recruiting the control (or unexposed) group prior to campaign launch in order to ensure a clean sample. This methodology was necessary due to the limitations associated with uniquely identifying a user's exposure to an advertisement. Millennial Media's enhancements match the standards for online brand impact studies in which unique identifiers are leveraged to ensure the control group is recruited using the same targeting parameters as the exposed group, but never exposed to the brand campaign. This methodology removes any potential biases that could occur from the delay between collecting the control and exposed groups.
Leading digital marketing research firm InsightExpress remarked on the company's capabilities. "Technological innovation is crucial to the mobile community's shared future. We work with the major online and mobile networks for ad effectiveness and brand impact studies, and it's clear that Millennial Media continues to drive successful innovation that challenges our industry," said Joy Liuzzo, director of mobile research for InsightExpress.
Millennial Media's proprietary unique identification capabilities have, since their original deployment in 2007, provided significant additional value to brand advertisers. They enable frequency capping to ensure an advertiser's desired audience is not over-exposed and that potential reach is maximized. They enable both retargeting and behavioral targeting based on browsing history and third-party data. And, for sold-out mobile publishers, they provide extended audience reach for continued advertising revenue.
"Advertisers have always relied on brand impact studies, which are now being utilized to prove the effectiveness of mobile advertising in driving brand metrics," said Eric Eller, senior vice president of marketing at Millennial Media, Inc. These statistically relevant studies will demonstrate the value our system provides brand advertisers to uniquely identify mobile users and apply advanced targeting techniques."
About Millennial Media
Millennial Media, the industry's largest mobile media networks company, offers the only true, end-to-end platform for mobile advertising -- with full-service and self-service solutions designed to meet a vast spectrum of marketing objectives. With rich post-click solutions for engaging user experiences, the MBrand network for targeted audiences across premium content and Decktrade(TM) for large-scale performance campaigns, Millennial Media's suite of solutions will meet any advertising need. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all publishers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. For more information, please visit http://www.millennialmedia.com.
SOURCE: Millennial Media