Connection of TV ads and Mobile for more efficient targeting

      Concerns exist for how effectiveness are TV ads in promoting brand awareness and more importantly,  driving consumers down toward the funnel to execute the action of buying. Now, the problem may be solved as Millennial Media, a mobile advertising network consisting of 65,000 mobile apps, is partnering with Rentrak, a video measurement company whose measurement currency are used across screens, (movie studios, cable, satellite, local and national television network, etc.) to allow advertisers to connect TV ads with audience's smartphone. Using Rentrak data, after a viewer sees a commercial on TV, he/she is then matched in Millennial Media's smartphone user database. Then a targeting video related to the commercial he/she just seen will be placed in the mobile apps the viewer installed in the mobile device. Effectiveness of ads can be measured as whether the user clicks on the mobile ads or agrees to receive promotion and emails from sellers. 

     The strategic partnership meets the growing demand from advertisers to conduct advertising activities across different channels and utilizing all the screens in front of consumers to reinforce brand awareness. Furthermore, rich media such as video as well as mobile advertising are enjoying growing spending from advertisers and will become the most important method and channel of marketing. 


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