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Mobile advertisers target TV programming above all for their ads, says new report

The month­ly Score­card for Mobile Adver­tis­ing reach and Tar­get­ing (S.M.A.R.T) Report from mobile adver­tis­ing com­pa­ny Mil­len­ni­al Media is becom­ing required read­ing for any­one with media jobs in mobile adver­tis­ing agen­cies; and the lat­est edi­tion, which cov­ers trends in 2012, shows that mobile ads placed around TV pro­gram­ming are soar­ing in pop­u­lar­i­ty amongst adver­tis­ers. The report, which uses data from Mil­len­ni­al Media’s own cam­paigns and plat­forms, gives reg­u­lar snap­shots of the major trends in mobile adver­tis­ing – not just where mar­keters are putting their mobile adver­tis­ing dol­lars, but how con­sumers are respond­ing. And the lat­est shows TV pro­gram­ming to be far and away the most pop­u­lar enter­tain­ment cat­e­go­ry amongst brands deploy­ing mobile adver­tis­ing cam­paigns (oth­er enter­tain­ment cat­e­gories include motion pic­ture releas­es, videogam­ing, video stream­ing ser­vices, books and mag­a­zines, DVD releas­es, music, and con­certs, events and attrac­tions). The rise of enter­tain­ment in mobile adver­tis­ing  Enter­tain­ment in Mil­len­ni­al Media’s third largest plat­form was pipped to the post by retail and con­sumer goods. And in 2012 it leapt by 91 per­cent on the pre­vi­ous year, with TV pro­gram­ming attract­ing 27 per­cent of the ad spend (books and mag­a­zines, the sec­ond most pop­u­lar entrain­ment cat­e­go­ry, cap­tured 17 per­cent). Third place in enter­tain­ment went to motion…

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Study shows CPG advertisers trebled mobile spend in 2012

It is no secret amongst those hold­ing media jobs in the mobile adver­tis­ing indus­try that con­sumer pack­aged good mar­keters have been slow to adopt the chan­nel; how­ev­er, new research by Mil­len­ni­al Media and com­Score sug­gests that this assump­tion is yesterday’s news. Things are chang­ing fast: CPG adver­tis­ers more than tre­bled their mobile spend in 2012. Emerg­ing trends among CPG mar­keters If you are look­ing for media jobs in mobile adver­tis­ing, it is as well to get wise to the dimen­sions of this new devel­op­ment. Mobile is being tak­en up by CPG at a faster rate than any oth­er lead­ing cat­e­go­ry. Amongst indus­try ver­ti­cals, con­sumer goods ranked at num­ber six, with spend­ing soar­ing by 235%. CPG adver­tis­ers are also much more like­ly to have aware­ness as a goal in their mobile cam­paigns – 46% of them had this goal, the study shows, as com­pared with just 14% of mobile adver­tis­ers in gen­er­al. This is dri­ving them to use video – their pre­ferred aware­­ness-build­ing medi­um – very heav­i­ly. The study indi­cates that CPG adver­tis­ers are twice as like­ly to use mobile video as adver­tis­ers over­all. This is cre­at­ing a phe­nom­e­non in itself. The growth of inter­est amongst CPG adver­tis­ers in dig­i­tal video…

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