Innovative Video PLUS advertising solution drives deeper engagement with consumers
London, UK/Barcelona, Spain (February 27, 2014) — Millennial Media today announced that it was selected by iconic outdoor and adventure brand The North Face to help deploy its first ever mobile campaign. Rolling out across Germany and Italy in advance of the recent winter holiday season, the ad campaign leveraged Millennial Media’s extensive reach capabilities to target 18-34 year old males with compelling video content as part of the brand’s wider ‘Never Stop Exploring’ global campaign.
Using Millennial Media’s Video PLUS ad unit, a full-screen interactive video appearing between app and publisher content, the video drew over 319,000 completed views in Germany and more than 114,000 in Italy. Despite an option to skip after 7.5 seconds, some 29 percent of viewers watched the video a second time, resulting in an additional 128,000 video views for The North Face and demonstrating the power of mobile video as a way to engage consumers.
On completion of the video, four interactive buttons offered a more comprehensive experience, with the option to click through to local market websites or the global The North Face Facebook community. The ad drove engagement rates with local The North Face sites of 9.5% in Germany and 8.5% in Italy. There was also an option to replay the video, which drove the high volume of second completed views.
“The North Face’s customers are naturally adventurous, meaning only the spectacular will grab their attention,” commented Alessander Argenti, Junior Digital Marketing Manager, The North Face. “Having created such a compelling piece of video content, Millennial Media was not only able to help get it out to our target audience’s mobile devices, but also to achieve some hugely impressive results that demonstrate genuine engagement.”
“The appetite for rich video content is growing with faster connections via 4G devices and increasingly savvy users looking for evermore interactive experiences, making mobile video a powerful branding tool,” said Zac Pinkham, Managing Director, EMEA, Millennial Media. “As part of a suite of 10 new Video Advertising Solutions Millennial Media has recently released to the market, we’re focused on helping brand advertisers take full advantage of mobile video to reach and engage audiences at scale.”
About Millennial Media Millennial Media is the leading independent mobile advertising platform. The Company’s unique data asset and full technology stack enable its demand and supply-side clients to garner meaningful results to drive their business. Based on its mobile-first approach to data, technology, and audience targeting, Millennial Media is leading the market by connecting consumers with relevant messages across screens. For advertisers looking to reach and engage with consumers in powerful ways, Millennial Media offers a broad array of solutions, delivered through brand, performance, and programmatic approaches. For developers and publishers, the Company offers a comprehensive set of managed and automated services to maximize revenue.
About The North Face The North Face®, a division of VF Outdoor, Inc., was founded in 1968. Headquartered in Alameda, California, the company offers the most technically advanced products in the market to accomplished climbers, mountaineers, snow-sport athletes, endurance athletes, and explorers. The company's products are sold in specialty mountaineering, backpacking, running, and snow-sport retailers, premium-sporting goods retailers and major outdoor specialty retail chains. Additional information about The North Face® can be found on the company's website, www.thenorthface.com.