Mediahub/Mullen and Millennial Media (NYSE:MM) today announced a mobile advertising partnership to bring new creative opportunities to Mediahub/Mullen’s client base.
As part of the deal, Mediahub/Mullen will gain early access to new creative units and other mobile advertising products from Millennial Media, with the option to serve as a beta partner and use the new technology to benefit their clients. In addition, Mediahub/Mullen will provide consulting and feedback to Millennial Media to help shape and evolve the products in ways that will best drive results for their clients.
“Mobile has become an essential part of the advertising mix,” said Gina Preziosa, VP, Group Digital Media Director at Mediahub/Mullen. “We’re always looking to bring new opportunities to our clients, and by partnering with Millennial Media, we’ll have the ability to get ahead of the curve and implement new technologies before they hit the wider market.”
Millennial Media will also provide custom data reports to analyze performance on all Mediahub/Mullen campaigns, along with regular cross-brand analysis to help Mediahub/Mullen identify overall industry trends to leverage for their client base.“Mediahub/Mullen has been a pioneer in leveraging cutting edge mobile technology,” said Marcus Startzel, Chief Revenue Officer at Millennial Media. “Whether this is mobile video, rich media, or using data to more effectively target the right consumers, Mediahub/Mullen has seen tremendous success in the past, and they have played an instrumental role in helping bring their clients up to speed in the mobile space.” Earlier this year, Millennial Media worked with Mullen and their client National Geographic Channel to reach at-home tablet users, and drive consumers to tune in to the premiere of National Geographic Channel’s first original factual drama, “Killing Lincoln.” Once the original programming started, the tablet creative dynamically updated to reflect the content being shown on TV, and provide a real-time experience to consumers. About Mediahub/Mullen Mediahub is the media planning and buying group within Mullen, a “hyperbundled” agency, integrating disciplines from creative to digital marketing, media planning and buying, mobile marketing, public relations and social influence, design, CRM and performance analytics. Mediahub is a media organization that works with challenger brands to develop media programs that consumers seek out, share and talk about. Simply put, we believe that ideas, intelligence and integration are the three levers that unlock inspiring media platforms. Mediahub clients include JetBlue, National Geographic Channels, Timberland, Match.com, Olympus and Bose. Mediahub is a two-time OMMA/Mediapost Agency of the Year for Media Planning & Buying and a key factor in Mullen’s recognition as a Fast Company Most Innovative Company and as a two-time Advertising Age A-List Agency. The agency is headquartered in Boston and is an independent brand within the Interpublic Group of Companies (NYSE:IPG). 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.