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Introducing Millennial Media All Things Mobile MOBILE DISPLAY ADVERTISING MARKET SHARE Technology Insight Creative December 2011Independent
We Connect Premium Brands with theirTarget Audiences ADVERTISERS PUBLISHERS
Types of Retailers Investing in MobileTypes of Retailers Investing in Mobile The types of retailers who have invested in mobile are broad. In April 2011, brands in eight different retail subcategories advertised on Millennial’s network.
Campaign Summary: Driving Footfall - Jeep GOAL: Create a campaign that would raise awareness around positive reviews of the Jeep Grand Cherokee, and allow UK consumers to easily find local dealerships STRATEGY: Z Driving Footfall – Ad unit drove consumer to custom landing page where they could enter postcode and view all local dealerships. Once selected Google maps displayed route from location To download the full campaign summary, visit www.millennialmedia.com/advertise/campaign-successes
Campaign Summary: Driving Footfall - Starbucks GOAL: Create an innovative, media-first campaign that created awareness, drove consumer engagement with the brand & promoted a targeted offer. STRATEGY: Z Consumer Engagement – The campaign creative worked on mobile web & app and was the first to make use of the accelerometer within the ad unit Engagement levels were maintained by revealing the offer once the ‘game’ completed Driving Footfall – Once the offer was communicated the CTA delivered a store locator map to redeem the offer To download the full campaign summary, visit www.millennialmedia.com/advertise/campaign-successes
Campaign Summary: App Downloads - GNC GOAL: Create a campaign that would drive direct app downloads, and bring customers in-store to redeem a 20% off coupon STRATEGY: Driving App Downloads – a dedicated app where consumers Z could receive nutritional information, receive money off, locate nearest store & other utilities App Store Ranking – Prior to campaign, GNC app ranked around 125 in Health & Fitness category. Once started, it entered Top 50 and remained there for campaign duration. To download the full campaign summary, visit www.millennialmedia.com/advertise/campaign-successes “The GNC app is a great way for our brand to engage mobile consumers and drive conversions. Our mobile campaign helped raise awareness around the app, and provided a seamless experience for consumers. We’re thrilled with the results.” ~David Sims, VP CRM, GNC
Campaign Summary: Driving Online Traffic –Carphone Warehouse GOAL: To promote the Samsung Galaxy range available at Carphone Warehouse, drive consumer engagement to learn more, and enable purchase from the mobile website STRATEGY: Z Driving Online Traffic – an expandable ad unit which lets consumers browse the full range in a tactile manner, right within the unit. Mobile Optimised Website – landing pages delivered tariff options, clearly laid out for mobile user path, with click-to- call functionality from the landing page to enable purchase To download the full campaign summary, visit www.millennialmedia.com/advertise/campaign-successes
Campaign Summary: Branding, Social, OnlineTraffic, Instore Footfall – Modern Warfare 3 GOAL: Drive pre-orders ahead of the game release date and generate awareness and social media buzz STRATEGY: Brand Awareness – Rich media, targeted to male environments, included video trailer Z Driving Sales – leveraged mCommerce by enabling Amazon pre- order directly from device. Store locator displayed local Game retailers where game could be purchased Social – Consumers could share video on Facebook and a second unit enabled Tweets to Call of Duty profile, directly from within the creative To download the full campaign summary, visit www.millennialmedia.com/advertise/campaign-successes 11
Action Items for Retail Brands – New to Mobile Create a great mobile experience for your audience – ensure your mobile website and promotional pages are built with your audience in mind. Determine mobile advertising’s role in your campaign strategy and clearly identify your goals. Determine how broadly or specifically you want to target your audience and work with your mobile partner to reach that audience at scale. Engage your audience with compelling creative that is built for mobile. Measure results during and post-campaign so you are set up to optimize future campaigns.
Action Items for Retail Brands – Mobile Veterans Analyze what worked and what didn’t work in your last mobile campaign. Revisit your overall campaign goals. Integrate your mobile campaign with other media. Test and apply advanced targeting techniques: local market targeting, social media integration, etc. Incorporate rich creative: mobile circulars, interactive video, etc. Measure campaign performance with deeper analytics and continue to optimize for future campaigns.