Millennial Launches App Engagement Program

Millennial Media has launched its App Engagement Program, a solution aimed at helping advertisers drive usage and engagement within their branded apps. The solution uses mobile display ads to drive users back to specific destinations inside the app, as well as providing advertisers with conversion metrics.

“Advertisers and developers have become increasingly sophisticated, in terms of what they are trying to accomplish with their apps,” says Gavin Stirrat, managing director, EMEA, Millennial Media. “Rather than just looking to drive downloads and installs, advertisers are now looking to drive sustained engagement and specific consumer actions inside an app, like mCommerce purchases or registration sign-ups. The App Engagement Program will allow them to identify consumers who already have their app, and strategically market to these key users.”