Report: Entertainment Brands, Consumers Embrace Mobile

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Millennial Media, a leading mobile advertising platform, released the results today of an in-depth look at mobile advertising in the entertainment industry and. The report, “Entertainment: Mobile Insights for Entertainment Brands,”  shows, among other findings, that more than 70 percent of all entertainment ad campaigns use mobile video, and users who cconsume mobile entertainment content are 22 percent more likely to own a tablet than those who don’t.

Other key bullet points from the study:

  • 71 percent of all entertainment campaigns give consumers the option to watch a video as a post-click action. This was significantly higher than the overall mobile average of 24 percent.
  • 27 percent of entertainment campaigns used mCommerce, which was more than double the average for all advertisers.
  • The amount of entertainment content accessed on mobile devices increased 82 percent from December 2010 to December 2011.
  • 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.
  • Entertainment was the third leading mobile advertising vertical on the Millennial Media platform, ranked by spend. From 2010 to 2011, ad spend in the industry grew 133 percent.
  • Campaigns promoting theatrical releases made up 43 percent of all entertainment campaigns on the Millennial Media platform. Campaigns promoting TV shows and DVD releases were the 2nd and 3rd most popular entertainment campaigns.
  • 55 percent of all entertainment campaigns had the goal of promoting a launch or release (i.e. film debuts, game releases, etc.). Across all verticals, only 18 percent of campaigns had this goal.
  • The top audiences entertainment advertisers targeted were “Movie Buffs,” “Entertainment Fans” and “Music Fans.”

To download the complete report, click here.

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