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Mediabrands 20.04.11


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Mediabrands 20.04.11

  1. 1. Millennial Media<br />Mobile Advertising solutions for Advertisers<br />
  2. 2. IAB 2010 Ad spend<br />Millennial Media & Opportunities<br />Creative Formats and Case Studies<br />Latest Rich Media and Interactive formats<br />Contents<br />
  3. 3. Chapter One<br />In the beginning there was hope…<br />
  4. 4. And WAP…<br />And 10 year’s ago WAP was launched to an excited audience<br />
  5. 5. Chapter Two<br />And then <br />consumers grew cynical<br />
  6. 6. WAP quickly failed to meet consumers expectations<br />
  7. 7. Smartphone penetration grew by 58%<br />
  8. 8. Advertising became more engaging<br />
  9. 9. Location finally happened<br />
  10. 10. Monthly mobile internet users (millions)<br />Growth accelerated to the fastest rate on record<br />Monthly mobile internet audience grew by 4.6m to 19.1m<br />Source: Comscore 3 month rolling average<br />
  11. 11. £<br />83.0m<br />Total mobile market 2010<br />£ 37.6m<br />Total mobile market 2009<br />Source: IAB / PwC mobile display ad spend survey 2010<br />
  12. 12. ↑<br />115.9%<br />Total mobile market 2010 vs 2009<br />like-for-like<br />Source: IAB / PwC mobile display ad spend survey 2010<br />
  13. 13. IAB 2010 Ad spend<br />Millennial Media & Opportunities<br />Creative Formats and Case Studies<br />Latest Rich Media and Interactive formats<br />Contents<br />
  14. 14. Who are Millennial?<br /><ul><li>We specialize in Mobile Advertising</li></ul>We are Independent<br /><ul><li>Founded in 2006 by mobile, advertising, and media innovators
  15. 15. No operating system bias
  16. 16. Platform and device agnostic </li></ul>Mobile Focus<br /><ul><li>Not part of a major PC internet portal or search engine
  17. 17. We don’t sell handsets or own an app store</li></ul>Source: IDC, December 2010<br />
  18. 18. Mass Reach - Global Snapshot <br />Reach<br />1.25 Billion<br />200M<br />350M<br /> Impression Levels<br /><ul><li>1.25 Billion Impressions in the UK
  19. 19. 13.5 Million unique users
  20. 20. 2.5 Billion Impressions in the EU</li></ul>Source: Millennial Media Europe<br />100M<br />150M<br />
  21. 21. 16<br />Millennial – Our Expertise<br />Service<br />Everything in house to make your mobile<br />campaign easier.<br />We are Mobile Experts<br /><ul><li> Dedicated front line sales team – Mobile is our only focus
  22. 22. We are Platform and Device agnostic
  23. 23. Dedicated campaign management and reporting team who you have direct access to
  24. 24. Daily or weekly reports
  25. 25. Award winning in house creative team</li></li></ul><li>17<br />Millennial - Technology<br />Technology<br />Market Insights<br /><ul><li>Campaign reporting and evaluation, optimization and post-click management tools drive our analysis</li></ul>Guide Consumers After the Click. <br />Post Click Solutions:<br /><ul><li>Custom site development
  26. 26. Creative builds and refreshes
  27. 27. Managed SMS programs
  28. 28. Remarketing
  29. 29. Brand Surveys
  30. 30. Metric Analysis</li></li></ul><li>18<br />Millennial – Our Expertise<br />Insight<br />Need some info on Mobile? Come to us! <br />Our Technology Powers our Mobile Intelligence<br /><ul><li>More than 5000 end users/month
  31. 31. Our research has been covered in 3000 press articles, including Fortune, MediaPost,Mobile Marketer & TechCrunch
  32. 32. Access It:</li></li></ul><li>Out 09/11/10<br />Millennial Media – Creative expertise<br />CreativeServices<br />Animated Banners to Rich Media,<br />Millennial’s award winning creative team <br />can build everything you need to get a <br />campaign live.<br /><ul><li>Rich Media and video
  33. 33. Click to video
  34. 34. Rich Media and GPS Tracking
  35. 35. Mobile Games</li></li></ul><li>A Few of the brands we’ve work with so far in 2011…<br />Branding<br />Animated Banner<br />Rich Media<br />Direct Response<br />Highly Targeted<br />Run of Network<br />
  36. 36. What are your Goals?<br />REACH THE MOBILE MASSES<br />SPECIFIC AUDIENCES<br />BLEND<br />TYPICAL GOALS<br />Engagement<br />Lead Generation<br />mCommerce<br />Application Download<br />Awareness<br />Drive Foot Traffic<br />Product/Model Launch<br />Retail Promotion<br />Social Media Interactions<br />
  37. 37. Millennial- Our Targeting Capabilities <br />Device<br />Time of day/week<br />Country<br />Carrier<br />Channel<br />Demographic<br />
  38. 38. Our Verticals of content<br />Social Networks<br />Entertainment<br />News & Weather<br />Sport<br />1.25 Billion Page impressions in the UK<br /><ul><li>Inventory is not exclusively assigned to these sites but they are included in the mix, and are examples showing the type of content included in our network.</li></li></ul><li>Campaign Metrics <br />Banners<br /><ul><li> 320 x 53
  39. 39. 300 x 50
  40. 40. 216 x 36
  41. 41. 168 x 28
  42. 42. 120 x 20</li></ul>Rich Media<br /><ul><li> Expandable
  43. 43. Overlay
  44. 44. Homepage Takeovers
  45. 45. Interstitial </li></ul>CPM<br /><ul><li>Branding
  46. 46. Awareness
  47. 47. iPad</li></ul>CPC<br /><ul><li> Direct Response
  48. 48. Mass Reach
  49. 49. Rates and creative subject to individual campaign parameters</li></li></ul><li>IAB 2010 Ad spend<br />Millennial Media & Opportunities<br />Creative Formats and Case Studies<br />Latest Rich Media and Interactive formats<br />Contents<br />
  50. 50. ·      £5,000 - standard banners (1 execution)<br />·      £12,500 (choice of)<br />  Landing page and standard banners (2 executions)<br />  Standard rich media and standard banners (2 executions)<br />·     £20,000 (choice of)<br />   Landing page, standard rich media and standard banners (2 executions)<br />1 high-end rich media and standard banners (2 executions)<br />·     £27,500 <br />Mini-site, high-end rich media and standard banners (2 executions)<br />·     £40,000 <br />High end rich media (up to 3 if applicable)<br />Mini-site or landing page (multiple if applicable)<br />26<br /> Creative Value adds<br />
  51. 51. Entertainment creative ad units<br />Expanded units include - Multi video clips, RSS Feed/Dynamic info, Slide shows, Links to Mobile Websites, Apps, iTunes, Amazon DVD purchase, Twitter, Facebook, etc<br />
  52. 52. In app Video opportunities<br />Video clip auto-launches when application is loading<br />Full-screen Interstitial is displayed when video view is done. Interstitial can include links to<br />replay video, download iPhone App, go to mobile site, and more*<br />
  53. 53. Re skinned Rich Media Interactive Game<br />Rich Media Expandable format<br />Play the game<br />Share your score with friends on Facebook<br />Watch Trailer<br />29<br />
  54. 54. Paramount Jackass 3D Interactive Game<br />Games connect brands with consumers in a participatory setting that entertains and heightens engagement<br />User Taps to play, engages with brand and then connects to Facebook which enables viral element<br />30<br />
  55. 55. Rich Media Overlay Creative Units<br />Warner brothers The Rich Rich Media campaign running across five EU territories.<br />Creative designed and executed by Millennial Media.<br /><ul><li>Share on Facebook
  56. 56. Sync to calender
  57. 57. Watch trailer
  58. 58. Visit Warner Brothers site</li></ul>31<br />
  59. 59. IAB 2010 Ad spend<br />Millennial Media & Opportunities<br />Creative Formats and Case Studies<br />Latest Rich Media and Interactive formats<br />Contents<br />
  60. 60. Interactive Video Ads: <br />Overview and Benefits<br />Overview<br /><ul><li>Capture the attention of your target audience and inspire action with the most riveting ad unit available in mobile today</li></ul>Benefits<br /><ul><li>The Most Compelling Creative Delivery
  61. 61. High impact HD video gives consumers a brand experience that makes an imprint
  62. 62. Consumer Participation
  63. 63. Motivate consumers to communicate with your brand to build deeper relationships and sustainable brand lift
  64. 64. Results Driven
  65. 65. Flexible, interactive execution can be tailored to your unique goals, ensuring that we maximize results</li></li></ul><li>Interactive Video Ads: <br />Interactive Features<br />Interactive Features <br /><ul><li>Drive engagement and consideration metrics with a wide selection of interactive features
  66. 66. Replay & Continue buttons are standard features
  67. 67. Include up to two additional features to create a unique experience for your brand</li></ul>Available Features<br />Coupon: Get coupon for product<br />Find it: Locate a store<br />Vote: Submit vote for a poll<br />Win: Enter a contest or sweepstakes<br />Apply: Submit info<br />Replay: Play video again <br />Continue: Ends video<br />More Videos<br />Buy: Purchase Tickets<br />Buy: Purchase DVD<br />Buy: Purchase other<br />Get App: Download application<br />Download: Download other<br />Learn More: Visit Website<br />Share: Share via Twitter or Facebook<br />Like: Like on Facebook<br />Text: Send text message<br />
  68. 68. Interactive Video Ads: <br />How it Works<br />Program Details<br /><ul><li>15 second HD interactive video auto plays in landscape mode. Cached video ensures no disruptive load times
  69. 69. Ends with landscape Full Page Static Ad
  70. 70. At the end of the video, user must select Continue button to return to the app
  71. 71. Interactive buttons become visible when user touches screen
  72. 72. When a user clicks on an interactive button, the video pauses and a new content page overlays the video. The video auto-resumes once the user navigates away from the content
  73. 73. Frequency cap recommended at 1 per user per 8 hours</li></li></ul><li>Interactive Video Ads: <br />How it Works<br />Availability<br /><ul><li>Available in-application, Android and iOS phones
  74. 74. Interactive Video Ads run across Prestitial and Interstitial inventory*</li></ul>Performance <br /><ul><li>Impressions and CTR
  75. 75. Interaction metrics for all available features
  76. 76. Length of video viewed: 25%, 50%, 75%, 100%</li></ul>*Prestitial and Interstitial inventory cannot be sold separately.<br />
  77. 77.  ipad Opportunities<br />
  78. 78.  ipad Opportunities – The Guardian<br />Driving users to download the latest Guardian Ipad app<br />
  79. 79. Thank you<br />Zac Pinkham <br />European Sales Director<br /><br />+44 (0)20 7151 3325<br />+44 (0)75 1543 2109<br />Any Questions?<br />