Millennialmedia SMART report (october 2013)

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Millennialmedia SMART report (october 2013)

Millennialmedia SMART report (october 2013)

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  • 1. Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.™) SPOTLIGHT ON ENTERTAINMENT OCTOBER 2013 #SMARTreport
  • 2. Entertainment Industry: Mobile Advertising Trends OCTOBER 2013 This special S.M.A.R.T. ™ report focuses on mobile advertising trends within the Entertainment industry. We highlight what Entertainment brands are doing on mobile, which audiences are interacting with these brands, how Entertainment consumers are engaging with content, and how Entertainment brands can evolve their mobile advertising strategies moving forward. 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. Entertainment Sub-Vertical Mix Top 10 Global Brand Verticals Ranked by Spend CHART B Ranked by Spend CHART A CATEGORIES RETAIL CONSUMER GOODS ENTERTAINMENT TECHNOLOGY TELECOMMUNICATIONS FINANCE AUTOMOTIVE TRAVEL EDUCATION GOVERNMENT SERVICES RANK 1 2 3 4 5 6 7 8 9 10 Source: Millennial Media, Q2 2013. The Entertainment vertical was the third largest on our platform in Q2 of 2013 (Chart A), and grew 91% year-over-year. Entertainment brands are traditionally top ten spenders on our platform, maintaining mobile spend from month to month, in addition to ramp-ups around seasonal movie releases and TV programming premieres and finales. Entertainment advertisers traditionally spend an average of 3x more in Q4 than during the rest of the year. Television programming on our platform accounted for 27% of all Entertainment campaigns in Q2 (Chart B), led by networks promoting their top and new shows. Books & Magazines represented 17% of the Entertainment campaigns on our platform. Within the sub-vertical, traditional print media, such as Books & Magazines, developed applications to be able to share their content with the mobile audience. Together, Motion Picture and DVD / Digital Download Releases accounted for 27% of the Entertainment advertiser mix. Motion picture studios often promoted the release of their movies into theaters or for home viewing using video campaigns that included “click to buy” buttons at the end which led consumers to a site to purchase movie tickets or the disc. Visit www.millennialmedia.com/mobile-intelligence to sign up 3% 3% 10% 27% 11% 17% 13% TV Programming Books & Magazines Motion Picture Release Video Gaming DVD / Digital Download Release Concerts, Events, Attractions Video Streaming Services Music 16% Source: Millennial Media, Q2 2013. CAMPAIGN HIGHLIGHT: ACTIVISION GOAL: Drive engagement with the Call of Duty brand, by allowing consumers to insert themselves into an ad and become David “Section’” Mason. STRATEGY: To promote Call of Duty: Black Ops II in the UK, Activision and MEC created a rich media campaign that leveraged Millennial Media’s Photo Shoot feature, and utilized the native camera inside mobile devices to allow consumers to take a picture and insert it onto an image of an official Call of Duty soldier. Once consumers created a custom image, they could then download the picture or share via social media. “The campaign actively encouraged consumers to interact with the ad, and lent itself perfectly to social media and viral sharing. Millennial Media presented us with an opportunity to use mobile in a creative way to connect consumers with the Call of Duty brand, and give them an experience unlike anything they had seen before and not possible via any other media.” ~ Eric Folliot, Senior Brand Manager – Call of Duty To download the full campaign summary, visit www.millennialmedia.com/advertise/campaign-successes 2
  • 3. Entertainment Industry: Mobile Advertising Trends OCTOBER 2013 Entertainment Advertisers’ Campaign Goals CHART C 7% 1% 1% Entertainment Advertisers’ Campaign Goals By Sub-Vertical CHART D 100% 17% 34% 80% TV Programming Books & Magazines Motion Picture Release Video Gaming DVD Release Concerts, Events, Attractions Video Streaming Services Music 60% 39% 40% Sustained In-Market Presence Site/Mobile Traffic Brand Awareness Increased Foot Traffic Registrations Product Launch/Release Source: Millennial Media, Q2 2013. Across the vertical, Entertainment brands most frequently ran mobile campaigns with the goal of driving Brand Awareness 39% of the time (Chart C). A variety of mobile campaign actions were used to generate consumer recall of a particular show or movie in order to drive tune-in. Product Launch/Release campaigns are frequently run by Entertainment advertisers to promote new content releases, and accounted for 17% of the campaign goals for these advertisers (Chart C). Movie studios ran launch campaigns to announce the release of a new movie to theaters, DVD, or for download and included interactive features to engage consumers to watch or purchase. The breakout of each campaign goal by sub-vertical is shown in Chart D. While some sub-verticals utilize a variety of campaign goals, others focus on a specific one. Video Streaming Services was the only sub-vertical to leverage mobile Registration campaigns in order to encourage consumers to sign up for their service, while concerts and events tried to drive foot traffic and attendance around an event. 20% 0% BRAND AWARENESS INCREASED FOOT TRAFFIC PRODUCT LAUNCH/ RELEASE SITE TRAFFIC SUSTAINED REGISTRATIONS INMARKET PRESENCE Source: Millennial Media, Q2 2013. CAMPAIGN HIGHLIGHT: FOX GOAL: Drive awareness and tune-in of the season premiere of Sleepy Hollow on FOX among adults 18-49 and TV/Entertainment fans. STRATEGY: To promote the series premiere of Sleepy Hollow, the interactive campaign engaged entertainment fans to tune-in via “tap to calendar” placements, along with high impact full screen and video interstitials, allowing fans to watch a video and learn more about the show. To learn about other campaign successes, visit www.millennialmedia.com/advertise/campaign-successes Visit www.millennialmedia.com/mobile-intelligence to sign up 3
  • 4. Entertainment Industry: Mobile Advertising Trends OCTOBER 2013 Entertainment Advertisers’ Post-Click Campaign Action Mix CHART E 50% 44% 40% 30% 35% 30% 30% 25% 31% 24% 20% 6% 10% 9% 9% 15% 11% 5% 3% 10% 9% 2% 17% 6% 0% 0% APPLICATION DOWNLOAD ENROLL / JOIN / SUBSCRIBE INTERACTIVE MCOMMERCE PLACE CALL RETAIL PROMOTION SITE SEARCH SOCIAL MEDIA Social Media actions also over-indexed for Entertainment advertisers, and were used at nearly three and a half times the rate of all advertisers on our platform (Chart E). Motion Picture Release campaigns used social networks to help generate buzz and excitement around the movie’s premiere date by connecting consumers who had just viewed the trailer to one another’s conversations. A variety of audiences were targeted by Entertainment advertisers on our platform, of which the top ten are shown in Chart F. For some of these audiences, the connection is more obvious, such as TV Enthusiasts or Entertainment Fans. For others, we can infer how these consumers engage with Entertainment brands of all kinds. Travelers are mobile users who spend a lot of time on the road, and likely stream or download multiple types of entertainment content to their device to entertain themselves while they are away from home. Parents may stay up to date on DVD or digital movie releases in order to watch the movie at home with their family. Visit www.millennialmedia.com/mobile-intelligence to sign up WATCH VIDEO Entertainment Advertisers All Advertisers Source: Millennial Media, Q2 2013. Data is based on the Top 750 Campaigns on Millennial Media’s Platform in Q2 2013. Entertainment advertisers on our platform used a variety of actions in their mobile campaigns during Q2. Videos, m-Commerce, and Social Media actions all over-indexed for Entertainment advertisers (Chart E), and were most often delivered as part of a rich media campaign. Watch Video was the most frequently used, involved in 44% of Entertainment campaigns, and utilized at two and a half times the rate of all advertisers on our platform. STORE LOCATOR / VIEW MAP Top Audiences Targeted by Entertainment Advertisers CHART F AUDIENCE PARENTS CASUAL GAMERS ENTERTAINMENT FANS CORE GAMERS DVD SHOPPERS MOVIE BUFFS SPORTS FANS TV ENTHUSIASTS COLLEGE STUDENTS VACATIONERS Top Engagers RANK 1 2 3 4 5 6 7 8 9 10 Source: Millennial Media, Q2 2013. 4
  • 5. Entertainment Industry: Mobile Advertising Trends OCTOBER 2013 Every year, movie studios save some of their biggest films for the Q4 / November & December holiday season. In 2012, a number of highly-anticipated films were released during this time frame, such as the next Bond movie, Skyfall, the fourth and final movie in the Twilight Saga: Breaking Dawn Part 2, the prequel to the Lord of the Rings trilogy, The Hobbit, and the Spielberg directed Lincoln. Here we take a look back at mobile traffic on our platform for the Motion Picture Release sub-vertical during this time frame to see how consumers were using their mobile devices. 24% We saw peak Motion Picture Release ad views on and around holidays. of tablet and smartphone owners purchase tickets on their devices. For example, Christmas day saw the largest single day spike of over 360%. Source: ComScore, March 2013. Thanksgiving weekend saw the largest views of one weekend, with Motion Picture Release ad views 146% greater than that of the monthly average. The Wednesday before Thanksgiving had the largest daily growth in this long weekend of 127%. Ad views grew an average of 35% Source: Millennial Media, 2012. per day the week leading up to the release of The Hobbit. Source: Millennial Media, 2012. Tickets, including movie, concert, and attraction tickets, were the 2X 2ND LARGEST DOUBLED vs. DEC. Source: ComScore, March 2013. the Thursday before the release of Skyfall and Lincoln. Source: Millennial Media, 2012. NOV . category of goods and services purchased by consumers on mobile devices. Ad views November saw overall greater Motion Picture Release ad views than December, with average daily growth of 32% throughout the month. Source: Millennial Media, 2012. Visit www.millennialmedia.com/mobile-intelligence to sign up ? Monday, November 12th saw over a 300% spike in ad views, likely due to advanced ticket and showtime interest for the November 16th weekend premieres of: The Twilight Saga: Breaking Dawn Part 2 Silver Linings Playbook Anna Karenina Source: Millennial Media, 2012. 5
  • 6. Summary & Reporting Methodology OCTOBER 2013 About Millennial Media Millennial Media is the leading independent mobile advertising and data platform. Our technology, tools and services help app developers and mobile website publishers maximize their advertising revenue, acquire users and gain audience insights. Our platform also enables us to offer advertisers powerful Mobile Audience Solutions (MAS) that utilize our significant scale, sophisticated targeting and uniquely engaging creative capabilities to deliver meaningful results. About S.M.A.R.T.™ The Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ delivers regular insights on key trends in mobile advertising based on actual campaign and platform data from Millennial Media. Visit www.millennialmedia.com/mobile-intelligence to sign up to receive Millennial Media-related news including the Mobile Mix™ report, the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ report, and the Mobile Intel Series. For questions about the data in this report, or for recommendations for future reports, please contact us at research@millennialmedia.com. ©2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners. Visit www.millennialmedia.com/mobile-intelligence to sign up 6