Mobile entertainment is a great way to reach Hispanic and African-American consumers, according to a new study by Millennial Media, which also found an 82 percent total increase in the amount of entertainment content accessed via mobile devices.
That 82 percent increase was from December 2010 to December 2011, according to Millennial's Mobile Intel Series: Entertainment, released today. It found that Hispanic consumers are 39 percent more likely to view mobile entertainment content than the overall smartphone audience, while African-American consumers are 10 percent more likely to do so. Mobile entertainment users are 54 percent male, and 46 percent female.
Ad spending in the mobile entertainment vertical grew even faster than content use year-over-year at 133 percent. This was the third highest spending vertical on Millennial's platform. Campaigns promoting movie releases made up 43 percent of all entertainment campaigns on the Millennial Media platform. Campaigns promoting TV shows and DVD releases were the second and third most frequent types of ad campaigns.
The study found that 71 percent of all entertainment campaigns give consumers the option to watch a video as a post-click action, while 27 percent offered mobile commerce - more than double the average for all ad categories. Mobile entertainment consumers responded; 47 percent of them have purchased movies and TV shows, with another 35 percent having purchased entertainment tickets of some kind.
Mobile entertainment consumers were more likely than the general population to watch video (74 percent vs. 24 percent); use mobile social media (33 vs. 19 percent); and engage in m-commerce (27 vs. 13 percent).
Findings are based upon a study Millennial Media commissioned with comScore, as well as Millennial Media's global platform observations across thousands of mobile ad campaigns.
To take advantage of this, entertainment marketers should use location-based targeting to offer mobile consumers local show times and quick access to ticket purchases.Targeting multiple devices is also important, Millennial said. In 2011, Android overtook iOS impressions, and yet it still made up less than half of all mobile impressions. With the proliferation of tablets and the release of more Windows devices, unless a mobile ad is designed to drive app downloads, advertisers should not target by device type or OS, Millennial said. The company recommends opening targeting parameters for a campaign or running multiple campaigns to reach mobile users of different operating systems to ensure reach.
New research from Google, released on Wednesday, found entertainment driving smartphone and tablet use: 38 percent of consumer media interactions take place on the smartphone, with 33 percent motivated by entertainment and 54 percent by communication. Flip that for tablets: 63 percent of use is for entertainment and 32 percent for communication, according to The New Multi-Screen World: Understanding Consumer Cross-Platform Behavior.
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Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.
March 19, 2014