Mobile ad network Millennial Media has released the latest report in its Mobile Intel series, looking this time at the Entertainment sector. The report analyzes who mobile entertainment consumers are and how they use their mobile devices. It also looks at what leading entertainment brands are doing in mobile today, and how they can use mobile to reach and engage consumers.

The report reveals that 71 per cent of all entertainment campaigns give consumers the option to watch a video as a post-click action. This is significantly higher than the overall mobile as campaign average for all sectors of 24 per cent. 27 per cent of entertainment campaigns used mCommerce, which is more than double the average for all advertisers. 55 per cent of all entertainment campaigns had the goal of promoting a launch or release (i.e. film debuts, game releases, etc.). Across all verticals, only 18 per cent of campaigns had this goal.

Campaigns promoting theatrical releases made up 43 per cent of all entertainment campaigns on the Millennial Media platform. Campaigns promoting TV shows and DVD releases were the second and third most popular entertainment campaigns. Entertainment is currently the third leading mobile advertising vertical on the Millennial Media platform, ranked by spend. Between 2010 and 2011, Entertainment industry mobile ad spend increased by 133 per cent.

The amount of entertainment content accessed on mobile devices increased by 82 per cent between December 2010 and December 2011, and compared to the overall smartphone audience, the mobile entertainment audience is 22 per cent more likely to own a Tablet. The top audiences entertainment advertisers targeted were ‘Movie Buffs,’ ‘Entertainment Fans’ and ’Music Fans.’