It’s time for another Millennial Media S.M.A.R.T report and this month the topic is especially near and dear to my heart – entertainment!
If you’re new to this, S.M.A.R.T. stands for Scorecard for Mobile Advertising Reach and Targeting and it’s a monthly look at how marketers are spending their mobile ad dollars and how consumers are responding.
This is a big time of year for entertainment companies. September and October are all about new TV shows and returning TV favorites. Studios are also hawking prior season DVD sets in time for the holidays. November and December are big movie months. This year is looking particularly strong with The Hunger Games: Catching Fire hitting theaters around Thanksgiving and The Hobbit: The Desolation of Smaug in December. December is also a big month for video game releases and exclusive movie and TV boxsets.
Check out these hot stats from 2012:
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, and Anna Karenina
Christmas day saw the largest single day spike of over 360%.
Ad views grew an average of 35% per day the week leading up to the release of The Hobbit
In addition to ad views, folks also used their mobile phones to buy tickets. 24% of tablet and smartphone owners used their device to buy tickets. When you add movie, concert and attractions, tickets are the 2nd largest category of goods and services purchased on mobile.
What Do Marketers Want?
Even though they all fall under the entertainment banner, studios, game makers and music publishers all have different goals for mobile advertising.
For TV, brand awareness is everything, followed by a push to drive traffic to the official website. Movies want to make a big splash with launch materials including trailers and ticket pre-sales. After that, they’re all about driving foot traffic to the theaters.
Video Game companies are almost the only ones looking for sustained in-market presence and Streaming Video Services are looking for nothing but registrations.
I think that a lot of new marketers miss this step in their campaign plan. They go in thinking – I just want to sell more, but clearly there’s not a one-size-fits-all solution to mobile marketing. You have to know what your goal is going in so you can measure your success on the other side.
When it comes to message deliver, 44% of entertainment brands want mobile users to watch a video. When you look at all advertisers, that number is only 17%. 31% of entertainment brands use mobile to push users toward their social media properties. This number is only 6% when you combine all categories of advertisers. That’s very interesting.
The only other area where entertainment rises above the rest is m-commerce. That’s the goal of 25% of the campaigns versus 11% for all advertisers. Makes sense since this category includes not only ticket purchases but TV and movie downloads, streaming subscription services and video game upgrades.
Want to learn more? Visit out friends at Millennial Media and ask for the S.M.A.R.T. report. They’ll send it to you for free if you give them your email address.