Entertainment advertisers on the Millennial Media mobile network are actively incorporating video into their campaigns, according to the latest Scorecard for Mobile Advertising Reach and Targeting (SMART) report. Watching video accounted for 71% of the post-click campaign action mix for entertainment advertisers in 2011, far higher than the 24% figure for the average advertiser campaign. This focus is unsurprising, given that 55% of campaign goals centered on product launch and release, with theatrical releases accounting for 43% of spending for the vertical.
Advertisers’ focus on video appears to resonate with consumers. A February 2012 study from Greystripe found that two-thirds of smartphone users and 58% of iPad users have interacted with entertainment ads on their mobile devices. Among the types of ads those users engage with, mobile video ads are most popular, with 56% of smartphone users and 45% of iPad users citing this type. And of those intrigued by video, a large proportion have watched movie trailers on their device (58% and 67% of smartphone and iPad users, respectively). Read the rest at MarketingCharts.