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Game-Changer? SDK for Mobile Video and Native Ad Units

Posted on 7.28.2015

In just two short years, video is expected to account for 74 percent of all Internet traffic, which should give marketers just the push they need to explore both organic and paid opportunities in video, as consumer demand for it is an all-time high.

Couple the demand for video with consumers' mobile usage and brands have a recipe for digital success if they can provide end-users with relevant and unique video experiences on mobile.

Millennial Media has long been a top mobile ad marketplace helping brands serve display ads on mobile devices, but now it is making it easier for mobile publishers and developers to deliver mobile video and native ad units thanks to its updated mobile app Software Development Kit (SDK).

The new SDK provides publishers a way to monetize through all mobile demand sources, including Millennial Media-sourced demand, the Millennial Media Exchange, publisher-direct sold campaigns, and publisher and network mediation partners.

The mobile-first video and native functionality that users can expect include: a lightbox (leverages mobile functionality like swipe, touch and sound to interact with the video player), interstitial vertical video (full-screen vertical HD video that comes with interactive, animated buttons and layered rich media elements), native placements (in addition to new Facebook native ad options, publishers can receive units through in-feed layouts and other native placements), and, finally, Millennial Media customers can leverage "add to calendar enhancements" to create a calendar event in the device’s native calendar to remind the consumer of a date.

“Mobile video has been a game-changer for us, bringing clients’ messages to life through sight, sound, and motion,” said Jennifer Morgan, Partner, Senior Director, Digital Investments at MEC. “Millennial Media’s Lightbox mobile video unit capitalizes on mobile’s custom features and functionality and offers a truly unique experience from PC.”

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