Millennial Media Expands Mobile Operations to Asia
Independent mobile ad network Millennial Media is expanding to the Asian mobile market, which has a very rapidly growing userbase that is expected to see a lot of growth throughout the next few years. This trend has led several companies across multiple industries to establish a foothold in the region.
The man who is placed in charge of carrying this out on Millennial’s behalf is Robert Woolfrey, who has over six years of experience working in the Asian-Pacific ad industry. Woolfrey’s job description includes the hiring of new talent to lead the charge in the new market, as well as other investments in the monetization of the local market.
“Millennial Media is the leading independent mobile advertising platform in the United States and Europe; and will now bring that same premium strategy to Southeast Asia.” said Robert Woolfrey, Managing Director, Southeast Asia. “Gartner forecasts that the mobile advertising industry in Asia Pacific will grow from $1.6 billion USD to $6.9B in 2015 and Millennial will be in the prime position to capitalize on that growth…”
This internal expansion comes alongside plans first announced earlier this year to drastically expand Millennial’s staff, and the relocation of the company’s headquarters to a larger facility. Nevertheless, there have been several other pushes towards expanding vertically as well, including the recent update to Millennial’s mobile SDKs and developer site.
Just last month the latest versions of its Android and iOS software development kits were released. These now feature upgraded video advertisement capabilities, among other things, and come alongside several new features added to mmDev.com. Among them is an upgraded metrics and reporting tool, as well as a new option that allows marketers to sell Millennial-powered ad campaigns directly to their clients – consequently, improving the company’s ability to monetize its ecosystem.
Millennial’s been on a streak this year, and it faces intense competition from other key players, including Google and Apple. Expanding globally will be an important initiative for Millennial, as many companies within the mobile industry are finding it a necessary step forward. The mobile gaming industry is particularly interested in the Asia-Pacific region, while mobile developer platforms like Appcelerator also find benefits in stretching East.
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