Hollywood driving entertainment sector in mobile ads

Major motion picture releases make up 42 per cent of all campaigns, says Millennial Media.

The US ad giant's new monthly SMART report looks at entertainment and says promoting a product launch/release was the top goal for entertainment advertisers.

These firms were behind 50 per cent of all campaigns, most frequently promoting releases of new movies, TV shows, and DVDs.

And they're using rich media ads to do so, with the report claiming that over half of the campaigns gave consumers the opportunity to watch a video. That's more than double the overall average for all verticals.

Meanwhile 23 per cent of entertainment campaigns included m-commerce as an option (again, more than double the overall average) to support ticket purchase etc.

All across the research, there's evidence of the increasing sophistication of campaigns and consumer behaviour. Thus, campaigns that directed consumers to an app download page (as opposed to a website or landing page) increased 33 per cent month-over-month and made up 29 per cent of the total campaigns on the Millennial platform.