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Mobile advertising’s fourth largest spender in APAC: Entertainment

Millennial-MediaEntertainment industry is known to be one of the biggest contributors to mobile marketing. It was no surprise hence when Millennial Media’s latest S.M.A.R.T. report, that features data on mobile advertising trends, indicated that the entertainment industry was the fourth largest vertical in APAC, in terms of advertising spends in the second quarter of 2013. The entertainment sector has recorded a growth of 224 per cent year-over-year.

Entertainment consumers are engaging with content and entertainment brands continue to explore new ways to evolve their mobile advertising strategies. 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.

The report indicates that 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 per cent 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. Within the vertical, product launches accounted for 59 per cent of the campaign goals for entertainment advertisers.

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 per cent the rate of all advertisers in Q2 2013. 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.