Innovative “App Engagement Program” Allows Brands to Reach Consumers Who Have Previously Downloaded Their Apps and Drive Sustained Usage
BALTIMORE – Millennial Media, the independent leader in mobile advertising, announced a new solution for advertisers to drive usage and engagement within their branded apps. The new “App Engagement Program” will allow brands to re-engage users who have previously downloaded their app, and use mobile display ads to drive them back to specific destinations inside the app. Advertisers who use the new solution will also gain unique conversion metrics, and the ability to retarget consumers with relevant messaging.
With the App Engagement Program, advertisers can anonymously identify consumers who have already downloaded their app, and use mobile display creative to deep-link these users back into the app. The deep-linking process will drive usage, and brands can leverage the initial interest that led to the app download to re-engage users and drive further interaction. As users are driven to different locations inside the app, advertisers will also gain unique intelligence on consumer behavior and will be able to track in-app transactions.
“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.”
For brands looking to drive initial adoption of their app, Millennial Media also offers the ability to run App Discovery campaigns and drive downloads via paid media. The Millennial Media platform reaches over 200M monthly unique users globally, providing advertisers an opportunity to efficiently drive downloads in a crowded market.
“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.”
For more information on the App Engagement Program and Millennial Media’s suite of advertiser solutions, visit http://www.millennialmedia.com/advertise/targeting/.
About Millennial Media
Millennial Media is the leading independent mobile advertising platform company. Our technology, tools and services help app developers and mobile website publishers to maximize their advertising revenue, acquire users for their apps and gain insight about their users. We offer advertisers significant audience reach, sophisticated targeting capabilities and the ability to deliver rich and engaging ad experiences to consumers on their mobile connected devices. Visit www.millennialmedia.com for more information.
