Millennial Media launches Omni Measurement Solutions mobile ad suite
Millennial Media (NYSE:MM) unveiled Omni Measurement Solutions, a product suite that the company said leverages first-party data culled from across the company's mobile advertising network as well as third-party data to evaluate and demonstrate campaign effectiveness.
The Omni Measurement Solutions suite currently consists of three products. Door Open Rate measures the impact on foot traffic to a given retail location generated by a mobile campaign; Register Ring Rate tracks the impact in total credit card spend at each merchant due to a mobile campaign, including the number of transactions per purchaser and total basket size; Brand Lift Rate analyzes the campaign's effect on high-funnel activities like awareness, intent, consideration and recall.
Millennial Media notes that all Omni Measurement products integrate intelligence from partners including data analytics company Neustar and location analytics firm Placed, matching mobile IDs against exposed and control groups to determine the effectiveness of each campaign across its target audience. Millennial Media also will compile end-of-campaign reports to illustrate the impact on advertiser key performance indicators, supplying metrics for use in future marketing efforts.
Millennial Media said it will expand the Omni Measurement Solutions suite in the coming weeks, teaming with research firm comScore to roll out a new product that measures how mobile ad exposure impacts online consumer behavior.
Millennial Media now reaches more than 450 million monthly unique users globally, including approximately 160 million monthly unique users in the United States. Developers have integrated Millennial's platform into more than 45,000 applications, and the firm has created 450 million proprietary, anonymous user profiles.
Last month, Millennial acquired rival mobile ad network Jumptap for $196.8 million. Millennial controls 18 percent of the mobile advertising market, while Jumptap accounts for 10.7 percent, according to IDC data--their combined 28.7 percent is roughly on par with Google, Millennial Media President and CEO Paul Palmieri told investors.
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