ANA Magazine - November 2011

CAMPAIGN TARGETING MIX

Q3 2011
TARGETED AUDIENCE MIX
Q3 2011

2
Top 3 Connected Devices, 2011 Ranked by Impressions 1 TOP 3 CONNECTED EVICES, 2011 Ranked by Impressions

Millennial Media helped Paramount Pictures take advantage of mobile media by developing an interactive game to promote the movie Jackass 3D.

Source: Millennial Media, Q2 2011.

Apple
iPod Touch
Apple
iPad

3

Samsung Galaxy Tab

Device Targeting

Besides audience or publisher-based targeting, another way to take a creative approach to mobile is through device targeting. In Q3, 14 percent of the impressions on our network were on feature phones, and another 14 percent were on connected devices like the iPad or PSP. This shows that there are opportunities for advertisers to reach consumers on more than just smartphones. Savvy advertisers create campaigns that play to the strengths of the individual devices.

Tablets, in particular, present exciting possibilities for advertisers to show off new creative ideas that may not be possible to execute on other devices. Because the tablet canvas is larger than the one on traditional phones, consumers often interact with a tablet differently (i.e., longer web browsing sessions, increased video watching).

moment they see your ad. Ad units can range from a simple banner, to a full-page interstitial video ad, to a mobile circular similar to the traditional print FSI — and each individual format impacts the way consumers interact with a campaign.

Additionally, advertisers have access to an expanding list of ad unit features that can affect consumer engagement. Some advertisers, in an effort to encourage physical interaction with the phone, include features that react to a consumer shaking, swiping, or tilting the device. Other campaigns use a countdown feature to call attention to a time-sensitive message.

Millennial Media worked with Paramount Pictures on a mobile campaign to help promote the movie Jackass 3D. The creative ad unit included an interactive version of “ Whack-a-Mole,” where the moles were replaced with the heads of the Jackass personalities. It was a creative way to leverage one of the key selling points of the brand — in this case, the popular