Millennial Media today announced that Jeep utilized the company’s advertising technology to help deploy cross-screen campaigns for the 2014 refresh of the automakers’ Patriot and Compass models. Rolling out across smartphone, tablets, and PCs, the ad campaigns reached 1.4 million unique, cross-screen viewers.
By leveraging Millennial Media’s PATH Cross-Screen Advertising suite, Jeep, and its agency Universal McCann, were able to create a brand story that evolved as its audience moved between screens. The ability to extend the engagement increased awareness and consideration of the brand by driving qualified consumers to Jeep.com. Across mobile devices and PCs, targeted consumers viewed eye-catching banners, which featured consistent messaging for the 2014 Patriot and Compass vehicle models and click-to-website functionality.
Cross-screen consumer overlap percentages greatly exceeded Millennial Media’s platform benchmarks and over half of all impressions delivered reached the same users across screens. Additionally, click-through rate (CTR) increased by over 43% on PC ads when users saw the ads on multiple screens.
“The ways in which consumers interact with brands have changed. They’re engaging across a range of devices and mediums, but still expect consistency around look, feel and messaging,” said Julie Howell, Associate Director of Strategy at Ansible Mobile/Universal McCann. “By collaborating with Millennial Media and utilizing their cross-screen offering, Jeep was able to support this campaign holistically and more successfully promote its 2014 stylish and utility-driven Patriot and Compass models. The power of Millennial Media's technology allows brands like Jeep to scale and connect more relevantly with their audiences based on time, device, and location.”
Millennial Media’s PATH Cross-Screen Advertising suite is a mobile-first approach to connecting audiences with messages as they move throughout their day using multiple devices. Within the suite, brands and advertisers have access to Screen Connect, Cross-Screen Attribution, and Cross-Screen Retargeting. These products uncover anonymous cross-screen viewers through a variety of methods.
“Consumers are constantly moving between screens, media, and moments,” said Mollie Spilman, EVP, Global Sales & Operations at Millennial Media. “Millennial Media’s PATH Cross-Screen Advertising connects advertisers with their consumers during the moments and mindsets that matter most, not solely based on screen. Jeep’s Patriot and Compass cross-screen campaigns are a perfect example of a brand that is in-touch with behaviors and lifestyle of its core audience.”
The Jeep Patriot and Compass cross-screen campaigns ran during Q3 and Q4 of 2013.
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, visit www.millennialmedia.com.
- Professional Services
- Technology & Electronics
- Millennial Media
- Jeep Patriot
Christina Feeney, 617-301-4181