“Combining the rich storytelling of video with mobile’s ability to connect with consumers across media and moments, Millennial Media and Havas Media were able to deliver a campaign that truly engaged target audiences. The impressive results are testament to mobile’s ability to target to consumers with compelling content on the go.”
Opportunity
Recognising an increasingly mobile target audience, Philips Italy engaged Havas Media and Millennial Media to create a mobile campaign for its Shaver series 9000 that would generate brand awareness whilst also driving users to the product page.

Strategy
PINPOINTED TARGETING
Targeting primarily male consumers aged 25-54 years old, Philips used Millennial Media’s Focus Audience Targeting Suite. As part of a wider integrated campaign, the mobile element used video and standard banners across iOS and Android smartphones and tablets to drive engagement.
RICH VIDEO CONTENT
Working with Havas Media to utilise existing assets from the campaign, Millennial Media used its Video PLUS ad unit to deliver a full-screen interstitial video appearing between app and publisher content.
ENGAGING EXPERIENCES
Layering interactive buttons over the video, consumers had the choice to replay the video or click through to local market product page. The aim of the video element was to drive awareness through completed video views.
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Resources


Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.
