Millennial Media expands to Asia; opens Singapore office

It has also named Robert Woolfrey as its managing director, Southeast Asia, on the setup of the first office in Asia. He will represent the company on the Mobile Marketing Association’s Asia Pacific board of directors.

With more than six years of experience running advertising and technology-based operations in Southeast Asia, Woolfrey will focus on extending the company’s in-market brand and agency sales, investing in both people and mobile advertising.

He was most recently with mobile advertising network InMobi as director, brand advertising sales, Southeast Asia. He also worked in Zad Mobile, Adnovation Media and Consilient.

Steve Root, COO of Millennial Media, told Campaign that it is focusing on Southeast Asia initially, covering Singapore, Malaysia, Indnesia, Vietnam, Thailand and the Philippines. It is still evaluating options for its Southeast Asian HQ.

According to its corporate website, there are currently 14 job openings in Singapore and Indonesia.

Commenting on the new office setup, Woolfrey noted that Millennial Media would bring the same premium strategy it has in the United States and Europe, to Southeast Asia.

“Gartner forecasts that the mobile advertising industry in Asia Pacific will grow from US$1.6 billion to US$6.9 billion in 2015 and Millennial will be in the prime position to capitalise on that growth with our premium offering for brands and agencies,” he added.

Paul Palmieri, president and CEO, Millennial Media, meanwhile said, “Millennial Media brings a reputation for quickly generating scale, and delivering strong results for clients when entering new markets. We are excited to apply that expertise as we deploy premium solutions at the high end of the mobile ad market in Southeast Asia.”