Go for Two: Recapping the Second Annual Millennial Media Developer Summit
As I’ve written in the past, one of the great privileges I have is the opportunity to work closely with members of the vibrant and diverse mobile developer community. The talent and innovation that app developers bring to the ecosystem was readily apparent at last week’s second annual Millennial Media Developer Summit, which took place over two glorious autumn days in Baltimore. We were fortunate to welcome more than 125 attendees from around the world, some from down the street and a few from as far away as China!
The Summit played host to presentations and discussions on a wide array of issues that developers think about every day, from the capital-raising process to the best ways to integrate native advertising into apps. There was even time for a light-hearted examination of the myriad buzzwords flying about the mobile ether.
Across each of the topics that were addressed, a few trends really stood out for me:
- Native advertising. This one is probably the biggest buzzword (buzzphrase?) of all. It has earned a place of tremendous prominence among developers and buyers of media alike. Though the industry is still feeling its way through the most valuable forms of native executions, our presenters shared a variety of examples that demonstrate the efficacy and staying power of these ad units. Developers who harness the creativity of their sites and apps to build seamless, immersive experiences are well-positioned to capitalize on this trend.
- Leveraging data. Developers are increasingly leveraging first- and third-party data to make better monetization decisions and extract more value from their assets. Being in a position to understand, with an unprecedented degree of specificity and accuracy, the drivers behind anonymous consumer behaviors empowers developers to fine-tune their user experiences, gain access to more consumers, and more effectively monetize their properties.
- Video. The combination of sight, sound and motion alongside its placement on the most personal devices that consumers own (smartphones) has ignited passions and sell-through rates across all kinds of apps and sites. We learned a great deal about best practices for video execution, including the optimal creative lengths for the various mobile devices and ways to incorporate interactivity into video, greatly surpassing what broadcast and even desktop can do.
- Everyone in the community is familiar with the oft-repeated (and in the very early days, wryly ironic) catchphrase, “It’s the year of mobile!”
I was reminded at the Millennial Media Developer Summit that we’re not only living in the era of mobility, but that its Golden Age has just begun. The rare combination of engineering and business talent along with rapidly-growing consumer engagement positions developers to drive the future of mobile interaction, entertainment, productivity and monetization, and we at Millennial are honored to be a part of it. See you next year!
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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.