Millennial Media (NYSE: MM), the independent leader in mobile advertising and data, today released its fourth report in the Mobile Intel Series, the most comprehensive vertical advertising guides in mobile. Produced in conjunction with comScore, the report contains a detailed look at mobile advertising in the Entertainment industry, and follows previous Mobile Intel Series reports on the Retail, Automotive and Finance verticals.
The Mobile Intel Series: Entertainment report showcases how entertainment marketers utilize mobile advertising through every stage of the purchase funnel, and contains insights from the entertainment industry that marketers across every vertical can leverage to maximize mobile advertising to drive campaign objectives.
The report provides insight into how consumers engage with entertainment content, and highlights the shift in behavior from relying on traditional local channels to accessing information through their mobile devices. Whether an advertiser is looking to drive TV tune in, DVD pre-orders or awareness around movie showtimes, they are using numerous tactics to reach and engage consumers.
One popular method called out in the report is mobile video, which was used in over 70 percent of all entertainment campaigns on the Millennial Media platform. Additionally, the report found that over 25 percent of all entertainment campaigns gave consumers the ability to purchase an item directly from their mobile device through mCommerce, which was more than double the overall mobile average.
Other highlights in the report include:
- Entertainment was the third leading mobile advertising vertical on the Millennial Media platform, ranked by spend. From 2010 to 2011, ad spend in the vertical grew 133 percent.
- The amount of entertainment content accessed on mobile devices increased 82 percent from December 2010 to December 2011.
- Campaigns promoting theatrical releases made up 43 percent of all entertainment campaigns on the Millennial Media platform.
- Hispanic consumers are 39 percent more likely to view mobile entertainment content than the overall smartphone audience. African-American consumers are 10 percent more likely.
- The top audiences entertainment advertisers targeted were “Movie Buffs,” “Entertainment Fans” and “Music Fans.”
- Compared to the overall smartphone audience, the mobile entertainment audience is 22 percent more likely to own a tablet.
“Entertainment was one of the first verticals to embrace mobile advertising, and over the years, they have created some of the most engaging and sophisticated campaigns in the market,” said Marcus Startzel, GM, North America, Millennial Media. “Entertainment advertisers are turning to mobile to leverage real-world consumer behavior in their targeting, and with the robust Millennial Media data platform, these brands can reach unique audiences that will drive ROI. ”