Entertainment Sector in the Spotlight in Millennial SMART Report

Millennial Media has released its latest SMART report, focused on the Entertainment industry. The report reveals that, as of Q2 2013, Entertainment was the third largest vertical on Millennial’s platform (ranked by spend), having grown 91 per cent year-on-year.

TV Programming was the top entertainment sub-vertical, accounting for 27 per cent of the total Entertainment spend. Books & Magazines and Motion Picture Releases were the second and third leading sub-verticals respectively. 

Brand awareness was top campaign goal for entertainment advertisers, making up 39 per cent of all campaigns. Driving site/mobile traffic was the second leading campaign goal; it was the primary goal for 34 per cent of entertainment campaigns. 44 per cent of entertainment advertisers gave consumers the option to watch a video as a post-click action, more than 2.5 times the average for all advertisers on Millennial’s platform. 

Entertainment advertisers used social media post-click actions more than three times as much as other advertisers, and mCommerce post-click actions more than twice as much as other advertisers.

Finally, the report reveals that in 2012, Entertainment traffic on Millennial’s platform spiked 360 per cent on Christmas day.