mmStudio Extends Company’s Mobile Platform by Allowing Advertisers to Design Their Own Ad Units and Utilize Existing Creative or Third Party Rich Media Ads
BALTIMORE & LONDON & SINGAPORE – Millennial Media, the independent leader in mobile advertising, announced mmStudio, a suite of mobile advertising tools intended to enable advertisers and agencies to easily deliver compelling mobile ads on Millennial Media’s global mobile platform. Millennial Media is integrated with over 10 rich media vendors, and inside mmStudio, advertisers have access to wireframes that will allow them to design traditional ad creative like expandable banners and interactive video, as well as Millennial Media’s proven mobile experiences that allow advertisers to engage consumers.
“With mmStudio, we’re making innovation easy, and giving advertisers tools that will allow them to collaborate with us to create next generation mobile ads,” said Jamie Fellows, SVP, Product, Millennial Media. “Both consumers and advertisers have raised their expectations around mobile advertising, and brands need a platform partner that will allow them to deliver on these expectations, and drive true engagement whether it be with the ads we create, the advertiser creates or via our rich media partners.”
The mmStudio experiences are capable of being served like creative or used as immersive destinations that allow brands to forge a connection with consumers. A few of the initial creative solutions included in mmStudio are:
Mobile Circular: Advertises up to 20 products within a single creative. In market for more than a year, Millennial Media’s Mobile Circular allows brands to replicate a traditional free standing insert.
360° View: Enables consumers to interact with an object and rotate it 360° in any direction, highlighting a product’s features in a rotating, customizable format.
“Smash It”: Interactive game unit that prompts users to tap certain objects on the screen to gain points, while avoiding other images that will cause them to lose the game. Players can easily post scores to social media sites, driving viral interest in the ad.
The Cube: Supports up to six images—one on each “side” of the cube. The cube is navigated by four arrows that rotate the cube in the guided direction to give the appearance of a 3D view.
Media Gallery: Enables advertisers to display a series of different images that progress from left to right. Image progression can be user initiated through swipes or taps from the consumer, or the images can load automatically.
“Millennial Media’s release of mmStudio is a great initiative to further facilitate richer experiences within mobile advertising. Features like 360° View promote more in-depth & dynamic consumer interaction and are therefore potentially more likely to influence decisions further down the purchase funnel,” said Milton Elias, Head of Mobile, Starcom MediaVest Group.
Inside mmStudio, advertisers have access to wireframes that will allow them to design their ad creative and simplify the process of creating mobile ad units. The wireframes will give advertisers an easy to use solution to design everything from the new creative units like the “Smash It,” to traditional mobile advertising formats like expandable banners. The Millennial Media platform is also integrated with over 10 rich media vendors, such as Celtra, Crisp, and others, giving advertisers the flexibility to work with Millennial Media to develop their creative, use wireframes to design their own units, or use their current creative partner.
Wireframes are also available for other Millennial Media creative products, such as Interactive Video, where advertisers can overlay interactive features on top of their video content. Interactive Video is a high impact HD video ad layered with interactive features that deliver a uniquely mobile, actionable experience to customers. The interactive elements encourage customers to engage with the ad, and can be tailored by advertisers to deliver against their specific goals. Advertisers can select from over 15 different feature options including “Buy,” “Download,” “Locate,” or “Share,” and choose the option that best fits their individual campaign.
Before the wide-release of mmStudio, Millennial Media had previously made the new ad formats available on a limited basis to select advertisers. Examples can be seen here: http://www.millennialmedia.com/research/campaign-summaries/.
About Millennial Media
Millennial Media is the leading independent mobile advertising and data platform. As an independent company, Millennial Media commands an impressive share of the mobile display advertising market. The company’s technology, tools and services also power some of the largest companies in the media business today. Millennial Media is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all application and media developers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. Millennial Media was named one of the top 75 fastest growing private companies in America by the Inc 500.
Visit http://www.millennialmedia.com for more information; and join our Facebook community, follow us on Twitter at @millennialmedia or subscribe to our YouTube page at http://www.youtube.com/user/millennialmediavideo for exclusive videos. Mobile developers can visit http://developer.millennialmedia.com/ to learn more about monetizing their apps.
