Millennial Media Expands Mobile Audience Targeting with Updated Point Suite
Brands and Agencies Now Receive Most Robust Location-Based Technologies to
Pinpoint Consumers via Data, Drive-Time and Geo-Fencing
BALTIMORE -- June 5, 2014
Millennial Media (NYSE:MM) today unveiled Point: Audience Location Advertising
suite, a location-based audience advertising suite that connects brands with
consumers during the mindsets, moments, and locations that matter most.
Through its large SDK footprint, Millennial Media has long been able to drive
high-quality location-based data. Now, in partnership with Esri – the world
leader in spatial analytics and mapping technology – Millennial Media is also
announcing the beta availability of its data-rich, location-based audience
targeting products. The additions to Point play a critical role in helping
brands target the most relevant audiences through Millennial Media’s unique
data asset, then extract insights to understand, measure and optimize the
impact of their messages on consumer behavior.
“Location is one of the most critical and unique characteristics of a mobile
device,” said Mollie Spilman, EVP, Global Sales & Operations at Millennial
Media. “Mobile location paints an overarching story about a consumer – not
just where they are, but also their habits, interests, and location-based
tendencies. Through the launch and expansion of Point, Millennial Media is
helping brands and advertisers truly connect with consumers as they move
through their daily routine.”
Expansion of Point Drives New Level of Data and Location-based Targeting
Included in the Point suite are three main products that each deliver brands a
better way to pinpoint their targeted audiences:
*Point Audience Frames, powered by Esri, transforms location into context
to reach audiences in-the-moment. By ingesting hyper-local time and
location data, Audience Frames can inform campaigns and target by
parameters – such as household income, environment (urban vs. suburban), a
propensity for shopping, and more.
*Point-Fencing incorporates all of the features advertisers have come to
love with geo-fencing, but adds an extra, superior layer of targeting
through the use of Millennial Media- and Esri-powered location-based
audience insights. Point-Fencing enables advertisers and brands to target
consumers within a pre-determined radius as well as a specific area – such
as New York City’s well-populated Central Park. Additionally, and
currently available in beta, the Point-Fencing Route product empowers
advertisers and brands to target based on distance of time. For example,
an advertiser can now target an audience within a 10 minute drive-time
from a popular mall or grocery store, instead of distance.
*Point-Targeting covers the most often sought after location-based
targeting segments – including country, state, designated market area
(DMA), and more.
*Point-Targeting is available now and worldwide.
*Point Audience Frames is available now and currently in the United States.
*Point-Fencing is available now and currently in the United States,
however, drive-time functionality is currently only available to beta
*Millennial Media’s Point: Audience Location Advertising Suite
*Esri Partnership Announcement
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,
Christina Feeney, 617-301-4181
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