EXCLUSIVE: Where’s The “M” In CPM? Millennial Media VP Talks About Targeting, Reach, & Mobile Search
[Note: Msearchgroove is proud to team up with VisionMobile to present this series of podcasts with mobile advertising thought leaders. I have long admired the work of Andreas Constantinou, Director of VisionMobile, Ltd. His think tank consistently delivers valuable industry research and strategy advisory services to mobile companies – and he was the lone voice that picked up on the tectonic shift to client software content discovery solutions. Our deep friendship and mutual respect rests on the fact that we are both pioneers in our respective industries: I was the first to research and write a comprehensive report on mobile search, and Andreas published the first report on on-device portals. In fact, he coined the term ODP that we use as second nature now.]
Continuing with our mobile advertising podcast series, we take a look at Millennial Media, the cross-platform mobile advertising company that covers all the bases – and then some. I’m thinking here of its broad offer that includes Millennial Motion (encompassing animation and allowing brands to combine audio, video, and interactivity) and Decktrade, a performance-based auction service and marketplace for advertisers and publishers. The company has been on my radar since it raised a $6.3 million first round from Bessemer Venture Partners, Columbia Capital, and Acta Wireless in January. Another eye-opener was the partnership with CBS, which we covered here. (The four-way tie-up also involves AdMob, Rhythm NewMedia, and Third Screen Media.)
I caught up with Eric Eller, senior vice president of products and marketing, to talk about Millennial’s road map, as well as the roadblocks that have so far kept spending – and conversions – down to such modest levels. Sure, Informa Telecoms & Media forecasts worldwide spending on mobile advertising could reach more than $11 billion annually by 2011 – but a lot has to happen first. Eric identified three things that have to change – fast.
Reach – More people have to use the mobile Internet. “It’s about forty million uniques in the world today, versus 180 to 190 million online, so we’re still 20 to 25% of online reach, and that has to increase.”
Standardization – “The mobile experience varies greatly from carrier to carrier, from platform to platform, and even though companies like ours address that layer for the brand and agencies, there still is a huge difference in the consumer’s experience.”
Metrics – “The more data that we can get, the better….And more effective programs can be developed to really achieve the targeting and the results that the brands want.”
Listen to the podcast here. [20:42]
Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.
Yes, I hear you (!) and will make complete transcripts available as part of the new design…
