Unless you've been living under a rock these past few months, you've probably heard that Millennial Media recently acquired rival mobile ad network Jumptap, in an effort to become the most powerful mobile network in market. I've had a lot of people ask for my opinion on this (bold) move by the two companies to join forces and my reply has been consistently positive. As a buyer, I've always felt like the two companies' strengths always made up for what the other lacked; the perfect odd couple for the mobile industry.
If you've ever been through an acquisition before, you know that the integration of these two businesses won't happen over night; trust me, I've been through two of them. It takes time to manage out this process and make sure that you're keeping the best of the best in both technology and talent. I'd venture to bet that this process could take nearly the entire new year to filter through.
In the meantime, Millennial Media doesn't seem to be slowing down. Last week, they announced a new partnership with one of the longest standing mobile companies in the business, Hipcricket. The two companies are teaming up to offer advertisers deeper analytics across three of the common mobile experiences: mobile applications, mobile web, and messaging services via the Hipcricket AD LIFE® platform.
“The AD LIFE platform combines all aspects of mobile engagement to drive awareness, sales and loyalty,” said Ivan Braiker, CEO, Hipcricket. “We are pleased to provide expanded capabilities to Millennial Media’s large and diverse client base, and help bridge the mobile advertising and marketing gap with superior technology, data, analytics and insight. This collaboration should enable Hipcricket to deliver technology to exciting new growth markets ripe for embracing our best practices.”
This new collaboration will enable Millennial Media to offer Hipcricket’s AD LIFE® messaging platform across its rich media and video ad units. This becomes extremely important to Millennial, as they've recently launched a new suite of video ad units that provide the ability for elevated consumer engagement, which requires the tracking capabilities AD LIFE® will provide. Clients leveraging these select mobile ad formats will be able to better understand customer engagements across multiple mobile channels, as well as gain critical insights for driving stronger messaging and retargeting for future campaigns.
“Measurement is critical to moving the needle in mobile advertising,” said Frank Weishaupt, SVP, Global Sales & Revenue, Millennial Media. “Brands and agencies require insights and analytics to inform campaign decisions and target the right consumers with the right message. The AD LIFE platform is a comprehensive solution for bringing together mobile advertising and mobile marketing engagements.”
In other news surrounding this announcement, Millennial Media and Hipcricket have also announced that they agree to dismiss with prejudice the lawsuit between them. I'm sure everyone can agree that this is a step in the right direction for our industry. I personally look forward to more positive news in the near future from both of these two businesses.
About Millennial Media
Millennial Media is the leading independent audience platform in digital advertising. The company’s mobile-first approach to audience targeting helps brands connect to consumers in powerful ways and helps developers maximize their revenue. Its robust cross-screen targeting capabilities, enabled by its unique data asset and full technology stack, deliver meaningful results for advertisers and developers.
Hipcricket, Inc., (OTCQB: HIPP), provides a unified mobile engagement platform that drives awareness, sales and loyalty. The AD LIFE® platform has been used by internationally recognized brands and agencies to power over 250,000 campaigns across SMS, 2D/QR codes, mobile websites, advertising networks, social media, and branded apps. Hipcricket, Inc. is headquartered in Kirkland, Wash. For additional Hipcricket news and information, please visit www.hipcricket.com or text "NEWS" to 24474.
Dan Wittmers is the Associate Director, Mobility for Initiative – NY and the Founder of the Mobile Leaders Alliance. He has a natural understanding of the entire mobile ecosystem, and during his tenure, has had the opportunity to work with Fortune 500 brands and agencies across North America. Educated in media, messaging, development, SaaS tools and predictive analytics, he is an emerging thought leader in the mobile industry.