This U.S. Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.TM) report compiled between 6/1/10 to 6/30/10 by Millennial Media looks at the Entertainment vertical. Advertisers in this space are highly innovative and consistently lead the way in driving new mobile advertising ideas.
Entertainment has placed in the Top 3 Mobile Advertising Verticals on Millennial Media’s network consecutively for the last 12 months. There has been tremendous growth and diversification in this ad vertical as brands have embraced mobile to successfully promote a variety of entertainment products including CDs, Theatrical Movie Releases, DVDs, Television and Cable Programs and Games.
Movie studios use the highly-effective Audience Takeover targeting strategy to achieve 100% share of voice with audiences to drive ticket sales on premiere weekends. Automotive and Telecom verticals have been leveraging this technique to promote new car and product launches.
Advertisers within Entertainment are savvy mobile marketers – especially when it comes to the use of consumer-focused targeting strategies. Brands have been utilizing Millennial Media’s ability to develop custom audiences (e.g., horror movie enthusiasts, romantic comedy fans). Additionally, they re-target based on previous campaign results, to achieve higher consumer engagement rates.
Entertainment brands (particularly Movie Studios and Music Labels) have been working collaboratively with Millennial Media’s in-house creative team to develop creative with rich media, innovative apps, games, videos and music streaming components. Health & Fitness, Automotive, Travel, Telecom, CPG and a number of other verticals use this approach to enhance their current campaigns.
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