Millennial Media targets branded apps

New 'App Engagement Program' will use display ads to drive users to different locations in the same app.

The US mobile ad specialist, whose platform reaches over 200m monthly unique users globally, reckons there's a gap in the market for advertising that helps to to re-engage existing users.

Hence this new App Engagement Program, which advertisers can use to anonymously identify consumers who have already downloaded their app, and use mobile display creative to deep-link these users back into it for further interaction. 

As users are driven to different locations inside the app, advertisers will also gain unique intelligence on consumer behaviour and will be able to track in-app transactions.

“Consumers now expect brand name companies to have a mobile app, yet it still takes a concerted effort from the brands to drive adoption” said Jamie Fellows, SVP of product at Millennial Media.

“Brands need to make sure the experience is good, they need to make sure users are finding the app, and perhaps most importantly, they need to take steps to drive sustained consumer usage.”