Entertainment advertisers on the Millennial Media mobile network are looking to boost brand awareness, according to the platform’s latest S.M.A.R.T. report. An analysis of the campaign goals of entertainment advertisers during Q2 reveals that a plurality 39% of the time, the campaigns were centered on brand awareness. Interestingly, just 17% of campaign goals centered on product launches and releases, a significant shift from earlier days when they accounted for a majority of campaign goals.
That’s most likely due to a greater diversity of entertainment advertisers on the network. Whereas in 2011, theatrical releases accounted for 43% of vertical spend on the platform, motion picture releases accounted for just 16% of spending during Q2 of this year. (When it comes to product launch/release goals, motion pictures are the main sub-category.) Read the rest at MarketingCharts.