Millennialmedia SMART report (october 2013)

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.
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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
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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
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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.
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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.
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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.
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?
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.
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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.
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