Jeep Utilizes Millennial Media’s Cross-Screen Technology for Its Jeep Patriot and Compass Campaigns

  Jeep Utilizes Millennial Media’s Cross-Screen Technology for Its Jeep
  Patriot and Compass Campaigns

Millennial Media PATH Advertising Suite Helps Jeep and Universal McCann Drive
      Continuity of Brand and Message as Consumers Move Between Devices

Business Wire

BALTIMORE -- April 15, 2014

Millennial Media today announced that Jeep utilized the company’s advertising
technology to help deploy cross-screen campaigns for the 2014 refresh of the
automakers’ Patriot and Compass models. Rolling out across smartphone,
tablets, and PCs, the ad campaigns reached 1.4 million unique, cross-screen
viewers.

Jeep Utilizes Millennial Media's Cross-Screen Technology for Its Jeep Patriot
and Compass Campaigns ...

Jeep Utilizes Millennial Media's Cross-Screen Technology for Its Jeep Patriot
and Compass Campaigns (Photo: Business Wire)

By leveraging Millennial Media’s PATH Cross-Screen Advertising suite, Jeep,
and its agency Universal McCann, were able to create a brand story that
evolved as its audience moved between screens. The ability to extend the
engagement increased awareness and consideration of the brand by driving
qualified consumers to Jeep.com. Across mobile devices and PCs, targeted
consumers viewed eye-catching banners, which featured consistent messaging for
the 2014 Patriot and Compass vehicle models and click-to-website
functionality.

Cross-screen consumer overlap percentages greatly exceeded Millennial Media’s
platform benchmarks and over half of all impressions delivered reached the
same users across screens. Additionally, click-through rate (CTR) increased by
over 43% on PC ads when users saw the ads on multiple screens.

“The ways in which consumers interact with brands have changed. They’re
engaging across a range of devices and mediums, but still expect consistency
around look, feel and messaging,” said Julie Howell, Associate Director of
Strategy at Ansible Mobile/Universal McCann. “By collaborating with Millennial
Media and utilizing their cross-screen offering, Jeep was able to support this
campaign holistically and more successfully promote its 2014 stylish and
utility-driven Patriot and Compass models. The power of Millennial Media's
technology allows brands like Jeep to scale and connect more relevantly with
their audiences based on time, device, and location.”

Millennial Media’s PATH Cross-Screen Advertising suite is a mobile-first
approach to connecting audiences with messages as they move throughout their
day using multiple devices. Within the suite, brands and advertisers have
access to Screen Connect, Cross-Screen Attribution, and Cross-Screen
Retargeting. These products uncover anonymous cross-screen viewers through a
variety of methods.

“Consumers are constantly moving between screens, media, and moments,” said
Mollie Spilman, EVP, Global Sales & Operations at Millennial Media.
“Millennial Media’s PATH Cross-Screen Advertising connects advertisers with
their consumers during the moments and mindsets that matter most, not solely
based on screen. Jeep’s Patriot and Compass cross-screen campaigns are a
perfect example of a brand that is in-touch with behaviors and lifestyle of
its core audience.”

The Jeep Patriot and Compass cross-screen campaigns ran during Q3 and Q4 of
2013.

About Millennial Media

Millennial Media is the leading independent mobile ad platform company,
supporting the world’s top brands and mobile content providers. The company's
unique data and technology assets enable its clients to connect with their
target audiences as they move across screens, media, and moments. Millennial
Media drives meaningful results at scale through a diverse suite of products
fueled by innovation and the industry's smartest minds. For more information,
visit www.millennialmedia.com.

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Contact:

Millennial Media
Christina Feeney, 617-301-4181
cfeeney@millennialmedia.com
 
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