Millennial Media Offers Retargeting From TV To Mobile
Not only can marketers serve mobile ads to consumers who recently viewed TV ads, they can also do so to those who viewed competitors ads.
Millennial Media, in its first move since being acquired by AOL in September, is partnering with TV audience measurement provider Rentrak to retarget customers from the “medium screen” to the small screens of their phones.
Acknowledging the “multi-screen world,” as the mobile ad platform says in a release, the company’s message is to show its value beyond the smartphone. People are connected 24/7 and when they’re not engaging (or even while they are) with content elsewhere like their desktops or TV screens, they’re on their mobile devices continuing that conversation. Marketers have long been making the connection from desktop ads to mobile ads, retargeting customers who click on ads in one location, like their phones or through emails, and with similar ads elsewhere, like a banner on a website or a YouTube ad.
Millennial Media and Rentrak want to extend that retargeting capability to TV, making the normally one-sided relationship between viewer and watcher, more engaging through mobile.
“Through our partnership with Rentrak, Millennial Media offers advertisers TV Commercial Retargeting,” Millennial Media writes in a press statement. “TV commercial exposure can be used to target on the “second screen,” allowing advertisers to extend TV buys to mobile and then measure the results to see their ROI. In addition to this reach extension application, the Rentrak-Millennial Media partnership provides a way for marketers to impact share-of-voice, by targeting consumers who were exposed to competitive brand messaging on television, with their specific messaging in mobile.”
Millennial Media has provided a rough outline of how the system works. The program combines Rentrak’s viewership data across cable, satellite, and digital channels with Millennial Media’s mobile user data to anonymously try and match commercial watchers to mobile users. Mobile ads can then be served up to users who were most likely to have viewed the same ad on TV.
But this data is useful for more than just following up on consumers with the same ad. Marketers can use this information to serve up their ads to users most likely to have just viewed competitors TV ads as well.