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BizReport : Mobile Marketing : January 30, 2012

Mobile platform serves ads to app users

A new addition to the mobile space could help brands take better advantage of appvertising. Called the App Engagement Program, the Millennial Media offering gives brands the ability to serve mobile ads to users who have downloaded the brand's app.

by Kristina Knight

"Consumers now expect brand name companies to have a mobile app, yet it still takes a concerted effort from the brands to drive adoption," said Jamie Fellows, SVP of Product at Millennial Media. "Brands need to make sure the experience is good, they need to make sure users are finding the app, and perhaps most importantly, they need to take steps to drive sustained consumer usage."

According to data from Millennial Media brands are using mobile to encourage the downloading of apps (29%), offer store locations (23%) and offer mCommerce (23%).

Through the platform brands use mobile display ads to 'deep link' consumers back to branded apps; this should drive usage and the potential re-engagement of consumers with apps they've downloaded. Through the display ads a brand can deep link a consumer to product information pages, for example, or to sale information to drive transactions.

"Millennial Media has once again demonstrated its ability to both identify a major unmet need for mobile marketers and create a sound client-ready solution," said Paul Gelb, VP, Mobile Practice Lead, Razorfish. "Improvements to retention and usage exponentially increase the value of an application and each new user. Advancement in this area opens up new opportunities for brands to generate unprecedented ROI from their investment in applications."

According to some statistics upwards of half of downloaded apps are abandoned within a month of the initial download. Using advertising to drive engagement or re-engage consumers to relevant, branded apps could change that.

Tags: appvertising, Millennial Media, mobile ads, mobile apps, mobile marketing

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