Millennial Media Launches Next Evolution of Video Advertising Solutions

  Millennial Media Launches Next Evolution of Video Advertising Solutions

     New Tablet and Smartphone Ad Units Provide Unprecedented Engagement
                        Opportunities for Advertisers

Business Wire

BALTIMORE -- June 19, 2013

Millennial Media (NYSE:MM), the leading independent mobile advertising and
data platform, today announced a suite of new advertising products for
marketers to harness the power of mobile video on smartphones and tablets.
Advertisers can now add customizable features to their video that let
consumers engage with the content in ways not possible in any other medium.

“When you combine the rich storytelling of video with the interaction and
engagement of mobile, the result is a powerful branding experience that really
resonates with consumers,” said Marcus Startzel, Chief Revenue Officer,
Millennial Media. “We’ve heard from our key brand partners that there is a
desire to go beyond simply repurposing video from other channels, so we built
these new products so brands can strategically optimize their video content
for mobile.”

Millennial Media’s new Video Advertising Solutions include nine different
products and are designed for advertisers in all industries. Examples of the
new products include:

  *Video SYNC – The first ad unit of its kind, advertisers can wrap rich
    media around the video player and sync different animations with specific
    moments of the video to highlight and identify key messaging moments. For
    example, a film trailer could play, and at the introduction of each new
    character, a rich media animation would appear highlighting the actor or
    actress.
  *Video TOGGLE – Optimized for tablets, a large video is surrounded by three
    additional videos underneath, with the option to toggle which video is
    highlighted. The ad unit offers brands the ability to drive extended and
    additional viewing, and present multiple messaging and topic options.
  *Video TICKER – This ad unit allows marketers to display dynamically
    updated, time-specific information, such as sports scores, movie times, or
    Twitter feeds, directly into their video ad.

The new products were designed to naturally fit into the consumer app
experience, and the units were built to leverage the different tablet and
smartphone canvases. All of the new ad units have orientation detection, where
the ad will automatically identify if the tablet or phone is in landscape or
portrait mode, and lock the orientation for the duration of the ad. This
enables advertisers to leverage the accelerometer without fear that a consumer
will accidentally turn their unit too far and change the ad, and ensures
developers that video ads will play correctly, no matter how their app is
formatted.

All of the ad units deliver rich reporting including measurement for length of
video view, and interactivity. Reporting can be further augmented with
Millennial Media’s audience data and contextual information like out-of-home
and day part viewership.

Consumer usage is at an all-time high, with Cisco reporting that mobile video
made up over 50 percent of total mobile traffic in 2012. Developers and
publishers can take advantage of the trend and integrate video into their apps
to increase eCPMs. Every developer with Millennial Media’s new 5.0 SDK will be
able to receive the new video ads. To read more information or download the
new SDK, visit http://mill.enni.al/1a6nVzS.

The complete new suite of Video Advertising Products can be viewed at:
http://mill.enni.al/11ewmJf

About Millennial Media

Millennial Media is the leading independent mobile advertising and data
platform. Our technology, tools and services help app developers and mobile
website publishers maximize their advertising revenue, acquire users and gain
audience insights. Our platform also enables us to offer advertisers powerful
Mobile Audience Solutions (MAS) that utilize our significant scale,
sophisticated targeting and uniquely engaging creative capabilities to deliver
meaningful results.

Contact:

Millennial Media
Matthew Lindberg, 203-682-8214
press@millennialmedia.com