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BizReport : Mobile Marketing : February 28, 2012

Millennial Media launches self-serve solution

A new offering from Millennial Media should give app developers and businesses in the mobile space a new way to create an engaging mobile space. Called mMedia the platform allows mobile businesses to quickly create and launch mobile opportunities and then manage everything from a single dashboard.

by Kristina Knight

The mMedia platform is a complement to Millennial Media's other mobile offerings; the platform has just released from private beta.

"mMedia extends our mobile ad platform to developers and advertisers who are looking for a complete self-service solution," said Chris Brandenburg, Co-Founder and CTO, Millennial Media. "Whether their goals are to monetize an app or to promote a business, the technology behind mMedia helps our developer and advertiser partners unlock the power of mobile and drive results that will scale their businesses."

mMedia allows mobile marketers to:

• Create, launch and manage mobile campaigns
• Push earnings from app monetization toward mobile ad efforts
• Improve app downloads and discovery

The mobile space is expected to show strong growth, both in time spent and in ad efforts, through 2015 according to eMarketer. As consumers adopt tablets and smartphones, they are changing the way they consume all sorts of content, giving mobile brands more opportunities to contact and engage.

"As these device categories evolve and new ones come into being, consumers will continue to expect digital content to be available on all screens, at all times, in all locations," said Paul Verna, eMarketer senior analyst and author of the new report, 'Smart Devices: Evolution and Convergence' (via eMarketer). "Without [this content] few would care to own a tablet, a touchscreen smartphone, a connected console or an internet-enabled TV."

By 2014 eMarketer suggests more than half of US mobile users will be smartphone users and that one-third of the US online adults will have tablets.

Tags: eMarketer, Millennial Media, mobile ad forecast, mobile marketing, mobile marketing tools

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