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Mobile Summer Movie Ads More Engaging Than Actual Films

Written on
Aug 22, 2011 
Author
Gavin Dunaway  |

ADOTAS – I once considered myself a movie buff, but I’ll admit I haven’t been hitting the cinema much these days (especially as New York movie ticket prices tend to float around $15). And I haven’t certainly haven’t seen a single movie during this summer of comic book heroes (I’m on a strict Batman diet — next summer, oh yeah!), sequels and remakes.

Just last weekend saw the trifecta, with the release of the remake/comic book hero movie of “Conan the Barbarian” (What was wrong with the Ah-nold version?!?), ”Spy Kids 4″ (There was a “Spy Kids 3″?)  and “Fright Night” (while the original is awesome, I’m actually intrigued by this remake — two words: David Tennant). All of these films had lousy first weekend takes — apparently I’m not the only one sick of celluloid chum.

Well, even if the films lack even an ounce of creativity or charisma, we can be impressed by the ingenuity in the cinematic marketing campaigns. We’ve come a long way from 30-second previews on television. Just check out this infographic from Crisp Media detailing the many ways mobile users engaged with advertisements for films served to their devices — the total interaction rate was a blockbuster 11.4%. Now if only 11.4% of Hollywood movies were any good….

Quick stats:

  1. Android users are twice as likely to tap a banner ad than iPhone users
  2. iPhone viewers use the swipe motion 143% more than Android users.
  3. 57% of mobile users tapped to play a video.
  4. Animated banner ads are 4.5 times more effective than static ads.





Gavin Dunaway is Editor, U.S. at AdMonsters, a leading trade publication, event producer and service provider for the online advertising industry. Previously, he had been Senior Editor of Adotas, where he arrived after years of ping-ponging around various industry publications. This Washington, D.C. native and George Mason University graduate also enjoys playing electric guitar so loud that the walls shake.

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