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Why Mobile Ads Are The "Darlings" of Entertainment Brands

Why Mobile Ads Are The "Darlings" of Entertainment Brands Amy Vale
At the start of this year, eMarketer revealed that advertisers in the UK spend more trying to reach each mobile user than any other country in the world. According to the report, advertisers spent $36.35 per mobile internet user in the UK in 2012. These figures came off the heels of a 2012 report released by the IAB and PwC, which revealed that mobile advertising in the UK, particularly among brands in the media and entertainment sector, jumped 157 percent. What all these stats tell us is that mobile advertising is a compelling way for entertainment brands to reach, connect and engage with their audience in a meaningful, immediate and relevant way. Here are three reasons mobile advertising is (or should be) the “darling” of entertainment brands.

Mobile video viewers are sharers too.

With smartphone and tablet shipments worldwide growing faster by the day, it’s second nature for most consumers to access and view live streaming video direct from their mobile devices. How many times have you used the Hulu Plus app or scoured the mobile site of Amazon Instant Video to watch the latest episode of breakaway British TV series, Downtown Abbey? And the IAB UK says a growing number of consumers aren’t just watching mobile video; they’re sharing it too. In fact, 92 percent share mobile video content with others. Since the study found that the most popular method of sharing was through posts on Facebook (56 percent), the opportunity for entertainment brands to get their message across to their target audience (and generate downloads, social shares) is tremendous with mobile advertising.

Location-targeting boosts ticket sales.

Just look at some of the big film studios investing their dollars and pounds into mobile advertising. Sony Pictures, Warner Bros., Universal Pictures and Lionsgate are all leveraging mobile not only to drum up awareness of film/DVD releases, but also to drive ticket sales. For instance, Universal Pictures incorporated location-targeting and push notifications in late 2012 to raise awareness for its upcoming film, “Pitch Perfect.” Partnering with the timeRAZOR app on this initiative, users can opt-in via the “Never Miss Out” button. Once consumers are opted-in and have downloaded the app, the timeRAZOR app will send push notifications to users with information about events such as screenings that are taking place near them. The app uses geo-fencing to find the nearby locations. This is an example of an entertainment brand using its mobile “smarts” to both keep awareness of a film high in the weeks leading up to its release and increase ticket sales. Since consumers are increasingly “hooked” on their mobile devices and the release of iOS 6’s newest Passbook feature, entertainment brands really cannot afford to ignore the scale and reach mobile advertising can provide.

Expandable banners top rich media mobile format.

In September 2012, Celtra, one of our long-time Creative Alliance rich media partners, unveiled its first quarterly report. Among the many mobile ad formats, more than two-thirds (67 percent) were expandable banners, making it the most popular ad format. Meanwhile, the remaining one-third of the ads were split between interstitials (21 percent) and banners (12 percent). Celtra’s Co-Founder and Chief Product Officer, Mateyz Klanisek, said it best: “Creativity has always been at the heart of great advertising – and designing the right experience with the right message for the right audience is a key to success. Rich media mobile advertising is changing the way brands communicate with consumers by engaging them with meaningful, useful and often intimate experiences instead of simply bombarding them with commercial messages.”

Amy Vale began her career in Australia as a marketing executive for XM2, a photographic and web design agency, in Melbourne Australia. While there, she continued to run her own marketing and advertising agency focusing on small to medium-sized...

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