Millennial Media recently launched its first new product, following the takeover by AOL in September 2015 for $240m. Together with media measurement company Rentrak, the new product retargets TV commercials to users’ mobile devices. The feature allows marketers to measure their TV campaign results more accurately and provides increased ROI.
Millennial Media adds TV commercial retargeting
Millennial Media will be connecting its own mobile user data with Rentrak TV viewer data enabling advertisers to add call to action features such as click-to-purchase through its ad platform.
Andrew Abbott, Senior director, global mobile video sales, Millennial Media, writes:
Rentrak aggregates data across various cable and satellite providers, and passes digital audiences based on commercial viewership to Millennial Media’s DMP. From there, Millennial Media anonymously matches the Rentrak-cultivated audiences with users on smartphones and tablets, and can serve a mobile video ad to that cross-screen audience. It’s worth noting that the retargeted mobile ad is served after the initial TV ad is viewed, providing an additional opportunity for sequential messaging and brand re-engagement. Advertisers can choose to re-target consumers who have seen their ads before, or even put their digital video ads in front of people who’ve seen competitors’ ads.
In addition to retargeting, marketers can also post their digital video ads to people who have seen a competitor’s advertisements.
Liza Blumenthal, RVP Sales, Millennial Media, adds:
“One of the main reasons we partnered with [Rentrak] is their leadership position in the TV measurement space. Their scale paired with Millennial Media’s scale across 65,000 apps and 190m unique users a month, will make multiscreen behavior easier to understand for advertisers.”
AOL has been busy investing in technologies this year in order to create total audience measurement tools and become a leader in the mobile ad space.