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 picture releases, at 16 percent, followed by videogaming (13 percent), DVD and Digital Download releases (11 percent), and concerts, events and attractions (10 percent). Music and video streaming both attracted 2 percent.
Spectacular little nuggets tucked away in the report include the fact that movie advertising views tend to peak on holidays, with Christmas Day 2012 claiming a 360 percent increase – the biggest single day spike of the whole year. November, however, claimed more movie ad views overall than December (and managed to notch up a respectable single-day hike of 300 percent).
Goals and audiences
Brand awareness emerged as the primary goal for the brands targeting entertainment content on mobile (39 percent), while 34 percent were seeking greater site and mobile traffic and 17 percent were seeking attention for product launches.
Entertainment advertisers tended to use a multi-platform approach in their mobile advertising campaigns, incorporating social media, m‑commerce and video, while parents emerged as the chief target audience for engagement. Casual gamers and entertainment fans were the next most targeted audiences.
Mobile advertising, it seems, is growing in stature and sophistication