millennialmedia smart report (october 2013)

#SMARTreport

Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.™)

OCTOBER 2013

SPOTLIGHT ONENTERTAINMENT

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.

CAMPAIGN HIGHLIGHT:ACTIVISION

To download the full campaign summary, visitwww.millennialmedia.com/advertise/campaign-successes

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

2

OCTOBER 2013

RETAILCONSUMER GOODSENTERTAINMENTTECHNOLOGYTELECOMMUNICATIONSFINANCEAUTOMOTIVETRAVELEDUCATIONGOVERNMENT SERVICES

123456789

10

RANKCATEGORIES

Top 10 Global Brand VerticalsRanked by SpendCHART A

Source: Millennial Media, Q2 2013.

Entertainment Sub-Vertical MixRanked by SpendCHART B

27%

11%

10%

3%

TV ProgrammingBooks & MagazinesMotion Picture ReleaseVideo GamingDVD / Digital Download ReleaseConcerts, Events, AttractionsVideo Streaming ServicesMusic


17%

16%

13%

3%

Entertainment Industry: Mobile Advertising Trends

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.

Visit www.millennialmedia.com/mobile-intelligence to sign up

CAMPAIGN HIGHLIGHT:FOX

To learn about other campaign successes, visitwww.millennialmedia.com/advertise/campaign-successes

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.

Entertainment Advertisers’ Campaign GoalsCHART C

39%

34%

1%1%

17%7%

Sustained In-Market PresenceSite/Mobile TrafficBrand AwarenessIncreased Foot TrafficRegistrationsProduct Launch/Release


3

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.

OCTOBER 2013



Entertainment Advertisers’ Campaign GoalsBy Sub-VerticalCHART D

0%

20%

40%

60%

80%

100%

BRANDAWARENESS

INCREASEDFOOT

TRAFFIC

PRODUCTLAUNCH/RELEASE

SITETRAFFIC

SUSTAINEDINMARKETPRESENCE

REGISTRATIONS

TV ProgrammingBooks & MagazinesMotion Picture ReleaseVideo GamingDVD ReleaseConcerts, Events, AttractionsVideo Streaming ServicesMusic


4

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.

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.

SITE SEARCH

30%24%

Entertainment Advertisers’ Post-Click Campaign Action MixCHART E

ENROLL / JOIN /SUBSCRIBE

STORE LOCATOR /VIEW MAP

WATCH VIDEOAPPLICATIONDOWNLOAD

MCOMMERCEINTERACTIVE

35%

9% 9% 11%15% 17%

30%

6%3%

25%

SOCIAL MEDIA

9%

31%

6%

44%

Source: Millennial Media, Q2 2013. Data is based on the Top 750 Campaigns on Millennial Media’s Platform in Q2 2013.

Entertainment AdvertisersAll Advertisers

PLACE CALL

5%

0%

RETAILPROMOTION

10%

2%

OCTOBER 2013


0%

10%

20%

30%

40%

50%

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10

RANKAUDIENCE

Top Audiences Targeted by Entertainment AdvertisersCHART F



PARENTS CASUAL GAMERSENTERTAINMENT FANSCORE GAMERSDVD SHOPPERSMOVIE BUFFSSPORTS FANSTV ENTHUSIASTSCOLLEGE STUDENTSVACATIONERS

Top Engagers

5

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.

OCTOBER 2013


Tickets, including movie, concert, and attraction tickets, were the

category of goods and services purchased by consumers on mobile devices. Source: ComScore, March 2013.

2ND LARGESTAd views

DOUBLED the Thursday before the release of Skyfall and Lincoln.Source: Millennial Media, 2012.

24%of tablet and smartphone owners purchase tickets on their devices. Source: ComScore, March 2013.

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 2Silver Linings PlaybookAnna KareninaSource: Millennial Media, 2012.

300%Monday, November 12th saw over a

November saw overall greater Motion Picture Release ad views than December, with average daily growth of

throughout the month.Source: Millennial Media, 2012.

32%

We saw peak Motion Picture Release ad views on and around holidays.

For example, Christmas day saw the largest single day spike of over 360%.

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%.Source: Millennial Media, 2012.35%

Ad views grew an average of

per day the week leading up to the release of The Hobbit.Source: Millennial Media, 2012.


2X

?NOV.vs.

DEC.

6

Summary & Reporting Methodology

©2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.

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 [email protected].

OCTOBER 2013


millennialmedia smart report (october 2013)

Technology

entertainment consumers

entertainment vertical

entertainment campaigns

entertainment industry

mobile campaigns

mobile advertising trends

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mobile audience