Question and answer Millennialmedia: Mobile Internet advertising brand Advertising

According to a number of independent agencies, the 2011 Mobile internet Advertising Market in the United States will be more than 1 billion U.S. dollars, which is mainly due to mobile device advertising applications, when an advertising market size unit is in billion to calculate, I think this time, enterprises should be decisive in mobile internet marketing. In this idea, I interviewed a large mobile internet advertising company in the United States, millennial Media.

Millennial Media currently has 23 billion mobile internet advertising exposures every month, Covering 142 million of independent users, 92 million users in the United States, up to now, has done 10,000 campaign activities, focusing on the expansion of brand influence, advertisers are the top 25 advertising ranking of the first 20, and I interviewed the object image is the company's sales deputy Marcus Startzel.

Hollis Thomases: Now, what is your biggest challenge in the mobile advertising arena?

Marcus Startzel: The biggest challenge is to educate clients, there are still a lot of advertisers or agents do not understand mobile internet advertising, there are some ideas about it, but also think it will be troublesome, but it does not compare to the purchase of traditional digital media is different, We have helped many brands succeed in promoting on the mobile internet.

In addition, the mobile Internet also needs to overcome the user's inertia, ads just do what they have been doing in the same form of advertising and do not want to do some new experiments. They also worry about the user's arrival rate, the number of ad exposures, and so on.

Hollis Thomases: Who is your major competitor? How Millennial media differentiate competition?

Marcus Startzel: Our two biggest competitors are Google and Apple. Our main difference is that we are independent, do nothing and only do mobile advertising. Because of focus, we know what works, what doesn't, and how to build these types of exercise. We are also very concerned about the management of cross-platform equipment advertising activities.

Hollis Thomases: What is the process of advertisers buying mobile internet ads for media planning?

Marcus Startzel: This is consistent with the traditional form of advertising and is also settled with CPMs and CPCs, but our ad services mobile apps or ad-supported mobile sites. We offer a lot of rich media mobile banner display, but we offer unique display methods such as circular etc.

Hollis Thomases: Can you talk about innovation and every campaign process?

Marcus Startzel: We're going to build some simple templates that companies can use to create some creative advertising ideas quickly.

Hollis Thomases: What is the effect of a mobile ad compared to other digital media?

Marcus Startzel: We have 90% of the advertiser retention rate, so I think the ad effect is good.

Hollis Thomases: Is the most common goal and what is your advertising goal?

Marcus Startzel: According to our latest smartphone intelligence report, in the market share continues the number one goal, leading a generation/registration, product launch, brand awareness, and the amount of traffic brought. American advertisers mainly focus on retailing, restaurants, telecommunications and finance.

Hollis Thomases: What kind of goals and Millennium Media quotes?

Marcus Startzel: We have three core groupings:

Tactics: Mobile/device type, operating system, operator, day time, etc. positioning

Audience: Through a specific population, or through the content of user profiles, to participate in the publisher's information, or behavioral objectives through investigation.

Local Service: By the ZIP code input, GPS or Wi-Fi IP address, according to the address of the corresponding switch ads

Hollis Thomases: What are the new plans for the company besides moving round advertising units and creative templates?

Marcus Startzel: We have a new version of the site, we are delighted with our development, we recently acquired a company called Condaptive, which will enable us to build more meaningful mobile audiences.

Hollis Thomases: Any comments on Google's acquisition of Motorola Mobility?

Marcus Startzel: It only answers the future trends, there is no direct response.

Hollis Thomases: Of course not! Thank Marcus and continue to succeed!

(Original starting on August 23)