Millennial Media launches interactive mobile experience for Toyota Entune audio system

Toyota and Saatchi & Saatchi LA first to partner with Millennial Media on voice ads

Press release

landmark occasion in mobile advertising - spilman

January 9th 2014. Millennial Media (NYSE:MM) has announced the launch of a cutting-edge mobile advertising campaign for Toyota Motor Sales USA,  that engages consumers with voice-activated technology. The campaign highlights the all-new 2014 Corolla, and lets consumers engage in a two-way conversation with the ad unit to mimic the experience of Entune Audio, Toyota’s innovative in-vehicle multimedia and telematics system with speech recognition.

The new campaign leverages Millennial Media’s Voice SHOW & TELL ad unit, and presents the consumer with images of three different apps available on the Entune system: iHeartradio, Weather, and ‘Text to Speech’.

The creative prompts the consumer to say which app they would like to find out more about, and depending on the consumer’s verbal response, he or she is taken through a demonstration that highlights the features of the app.

“Millennial Media’s new voice ads deliver on three crucial areas of importance for advertisers: driving engagement and user interaction, delivering relevant content, and creating a campaign uniquely suited for mobile,” said Mollie Spilman, exec vp, global sales & marketing with Millennial Media.

“Toyota’s innovative campaign represents a landmark occasion both in mobile advertising and automotive marketing.”

“With Millennial Media’s SHOW & TELL unit, we were able to convey the key benefits of Entune’s voice recognition feature the way users would experience natively in an all-new 2014 Corolla,” said Dionne Colvin-Lovely, national media marketing manager, Toyota Motor Sales USA.

“We wanted to develop an experience that packaged key product messages in a fun and authentic way the Corolla target would notice and appreciate.”

The Toyota campaign will run on both tablets and smartphones for iOS and Android.

Unlike traditional ‘push advertising’, voice ads let consumers dictate the flow of the experience, and guide the ad into providing them with the most relevant content possible.

The Voice SHOW & TELL ad unit is part of Millennial Media’s suite of voice ad solutions powered by Nuance Communications, which also includes Voice CHAT and Voice QUIZ.

About Millennial Media

Millennial Media is the leading independent mobile advertising and data platform.  Its technology, tools and services help app developers and mobile website publishers maximize their advertising revenue, acquire users and gain audience insights.  Its platform also enables the company to offer advertisers powerful Mobile Audience Solutions (MAS) that utilise its  significant scale, sophisticated targeting and uniquely engaging creative capabilities to deliver meaningful results.

About Toyota

Toyota, the world’s top automaker and creator of the Prius, is committed to building vehicles for the way people live through our Toyota, Lexus and Scion brands.  Over the past 50 years, the company has built more than 25 million cars and trucks in North America, where we operate 14 manufacturing plants and directly employ nearly 40,000 people.  Its  1,800 North American dealerships sold more than 2.3 million cars and trucks in 2012 – and about 80 per cent of all Toyota vehicles sold over the past 20 years are still on the road today. Toyota partners with philanthropic organizations across the country, with a focus on education, safety and the environment.  As part of this commitment, we share the company’s extensive know-how garnered from building great cars and trucks to help community organizations and other non-profits expand their ability to do good.

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