Millennial Media targets iPad with SDK and Suite release
Support for other tablets to follow later in year
Mobile advertising firm Millennial Media has announced it is to launch two products, both of which are designed to utilise the strengths of iPad for marketeers.
Firstly, the firm plans to launch a fresh SDK for the format.
Currently in beta testing, developers will be able to download the SDK through the company's developer portal mmDev when the SDK goes live on Friday 9th April.
Millennial Media will also release PadMedia Creative Suite for iPad, which has been designed for advertisers to include standard mobile ad units and four new ad formats for the device.
New opportunities
"This new set of creative units have been created specifically to help everyone in the new iPad ecosystem of application developers, publishers and particularly, advertisers, maximise the media capabilities of this new device," said senior veep of marketing Erin McKelvey.
"Our iPad SDK and creative ad units are more validation that the iPad is a new class of mobile device that delivers an experience as good in the home as it is on the road."
In particular, the PadMedia Creative Suite – which will be included in the iPad SDK – looks to give creatives a wide-ranging toolset to enable them to make the most of their adverts.
Of most note is what Millennial describes as its Motion Creative feature set, which will allow the ad unit to become interactive when the user turns or rotates their iPad – for example, simulating pouring a drink into a glass.
The PadMedia Creative Suite will available on other tablet devices later in 2010.
Fresh palate
The firm naturally believes iPad offers mobile advertisers a great opportunity to target consumers; Millennial Media president and CEO Paul Palmieri commenting back in January that the device expands the marketing palate.
"With the iPad and numerous other tablet devices poised to reach the market early in 2010, we are excited to work with advertisers to help them get the most out of this new class of mobile device," he stated.
"Developers should partner with providers who give them broad device and opportunity coverage in a coordinated fashion, and that have direct relationships with the advertisers who seek these new and powerful audiences."
