SITO Mobile and Millennial Media partner to drive lottery game

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Mobile engagement platform, SITO Mobile, has partnered with Millennial Media to increase foot traffic into stores for the State Lottery’s new game. Using Deal ID on the Millennial Media Exchange, the companies increased click-through-rates (CTR) by 117% and lifted win rates by 18%, from 80.6% to 95.5%.
Millennial Media and SITO Mobile partner to increase client CTR
Jerry Hug, CEO, SITO Mobile, said:

“SITO prides itself on being a thought leader. As a result, we are one of the few media companies with the technology to identify inventory specially curated for high performance, unique demographics and specialized content categories. This is yet another major advancement for us as we were able to generate compelling returns for the State Lottery, reporting increased efficiency, higher win rates and enhanced performance. We are now able to better serve and expand reach and performance for our customers providing solutions incorporating inventory availability and quality ad traffic. We have an extremely scalable business model and are excited to be able to offer this to our clients.”

Deal ID is a programmatic targeting tool which helps marketers to bid on predetermined inventory. According to SITO Mobile’s requirements, Millennial Media specifically bundled apps and websites to target gaming fans. Mark Connon, EVP Platform Business at Millennial Media, explains:

“Creating custom Deal IDs – and the private marketplaces they power – enable us to create more efficient and effective bidding models for our partners. We’re excited to work with SITO Mobile to generate engaging, higher-performing campaigns for our clients.”

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