Mobile is an especially important area as connected devices evolve an entire industry. We have some interesting trends outlined by Millennial Media’s October SMART report, specifically in the entertainment sector.  First off, we have motion picture releases as the top subcategory in the entertainment vertical, making up 42 percent of all campaigns. TV and DVD releases were in the second and third spots respectively. Promoting a product launch/release was the top goal for entertainment advertisers, making up 50 percent of all campaigns.  Advertisers most frequently promoted releases of new movies, TV shows, and DVDs.

Over 50 percent of entertainment campaigns gave consumers the opportunity to watch a video. This was more than double the overall average for all verticals. 23 percent of entertainment campaigns included mCommerce as an option (again, more than double the overall average). This was used to allow consumers to purchase movie tickets, DVDs, etc., directly from their devices.

All in all, campaigns that redirect consumers to an app download page experienced a 33 percent month-over-month augmentation. It also comprises 29 percent of the total campaigns on the Millennial Platform. Additionally, campaigns that features “Store Locator” intensified by 5 percent month-over-month, and now account for 23 percent of campaigns.  It’s become an effective tool for retail advertisers to drive traffic to their store. The top campaign goal remains to be sustained in-market presence and accounts for 37 percent of Millennial Media Campaigns.

In other Millennial Media news, they recently announced their latest product, the mmStudio ad creation platform. The mobile ad network also decided to expand their market to Asia because of its rapidly growing user base.