lrg_smart-oct-2013

This special S.M.A.R.T. ™ report focuses on mobile advertising trends within the Entertainment industry.

This special S.M.A.R.T. ™ report focuses on mobile advertising trends within the Entertainment industry.

We highlight what entertainment brands are doing on mobile, which audiences are interacting with these brands, how entertainment consumers are engaging with content, and how entertainment brands can evolve their mobile advertising strategies moving forward. From movies and TV programming, to books, music, and concerts, a wide variety of entertainment brands are using mobile advertising to reach and engage consumers.

APAC-Top10BrandVerticals

  • The Entertainment vertical was the fourth largest on Millennial Media’s platform in Asia Pacific in Q2 2013, growing 224 percent year-over-year

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APAC-EntertainmentSubVerticalMix

  • Motion picture releases drove 47 percent of all the entertainment campaigns in Q2 2013. Motion pictures promoted the releases of their movies with video campaigns that included “Learn More” or “Share” buttons at the end, leading consumers to visit the movie site or share the video on social media platforms.
  • Streaming services represented 21 percent of the entertainment campaigns on Millennial Media’s platform. These advertisers leveraged mobile to encourage consumers to sign up for their services by downloading their apps.

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APAC-EntertainmentAdverisersCampaignGoals APAC-EntertainmentAdvertisersCamapignGoals

  • Within the vertical, product launches/releases accounted for 59 percent of the campaign goals for entertainment advertisers. Movie studios often leveraged mobile with the goal of promoting the release of new movie or show, with features to entice consumers to watch.
  • Video gaming was a sub-vertical which ran mobile registration campaigns in order to encourage gaming enthusiasts to subscribe to their games, while concerts and events tried to drive foot traffic and attendance around an event.

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APAC-EntertainmenAdvertisersPostClickCampaignActionMix

  • Entertainment brands most often leveraged mobile to drive app download, watch video, and fuel social media actions.
  • Videos, social media, and interactive actions over-indexed for entertainment advertisers and were often delivered as part of a rich media campaign.
  • Social media actions over-indexed for entertainment advertisers, and were used at nearly three times the rate of all advertisers on Millennial Media’s platform. Motion picture release campaigns used social media to help generate buzz and excitement around the movie’s premiere date, by connecting consumers to one another’s conversation.
  • Video was one of the leading post-click actions and was utilised at 173 percent the rate of all advertisers in Q2 2013. This was one of the most frequently used post- campaign actions, utilised by 20 percent of entertainment campaigns. Movie studios ran launch campaigns to announce the release of a new movie with interactive features to engage consumers to watch.