Millennial Media: Mobile entertainment ad spending up 133% year-over-year

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Entertainment is now the third largest mobile advertising vertical behind finance and retail/restaurants, with overall marketer spending in the segment increasing 133 percent between 2010 and 2011, according to a new report produced by mobile ad network Millennial Media in conjunction with comScore.

Forty-three percent of all mobile entertainment campaigns promote theatrical releases, Millennial Media reports: Cable and network programming follows at 30 percent, with DVD releases next at 19 percent. Marketers are employing multiple mobile advertising techniques to promote these efforts, with 71 percent of all entertainment-themed campaigns including a video component, 33 percent integrating a mobile social media call to action and 27 percent incorporating an m-commerce component enabling consumers to purchase products and tickets on the go. In addition, close to one-third of campaigns leveraged some kind of content-based audience targeting, pursuing demographics like movie buffs, music fans, gamers and readers.

Consumers are responding to the push: The amount of entertainment content accessed on mobile devices jumped 82 percent between December 2010 and December 2011, far outpacing the 55 percent increase in overall smartphone ownership during the same period.

Fifty-four percent of mobile entertainment consumers are male--29 percent fall between the ages of 25 and 34, with 21 percent between 18 and 24 and another 21 percent between 35 and 44. Although white consumers make up 64 percent of the U.S. mobile entertainment audience, Hispanic consumers are 39 percent more likely to view content than other smartphone owners, and African-American consumers are 10 percent more likely. Also noteworthy: The mobile entertainment audience is 22 percent more likely to own a tablet than the overall smartphone audience.

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