Robert Woolfrey
Dec 13, 2012

Six ways to engage with the mobile entertainment consumer

Robert Woolfrey, managing director, SEA, at Millennial Media, shares six practical tips for brands looking to increase their engagement with entertainment-hungry smartphone users.

Six ways to engage with the mobile entertainment consumer

With entertainment content consumption outpacing general smartphone adoption (82 per cent year-over-year growth versus 55 per cent), the opportunities for entertainment brands to connect with and engage mobile users are still boundless.

If you have or represent an entertainment brand, here are some suggestions to up your engagement level with mobile content consumers.

1. Use location-based targeting and locally relevant messages

With mobile, you can efficiently buy on a global scale and deliver customized ads on a national, regional, or local basis. With the right partner, you can also leverage the massive amounts of data available in mobile to reach the right consumer at the exact right place and time (i.e., near a theater or near a store). Push locally relevant content—such as local showtime information or local promotional offers—into your ad units to drive relevancy and engagement.

2. Reach multicultural audiences with in-language ads

Treating Asia as a homogenous whole is a mistake, especially when a simple language change can open up whole new markets in the region. Use in-language ads to promote your new releases in multiple markets and in the language that will most resonate with your target audience.

3. Leverage your video content to run on mobile

You can easily use your TV ads and trailers to create interactive video ads to run on tablets and mobile phones. Video helps you deliver the high-impact, high-emotion ads that connect with your target audience in a way that also allows them to take an immediate action through the simple tap of a button.

4. Reach audiences, not apps and sites

Consumers who access entertainment content on their mobile devices also access all kinds of other content. Mobile provides an amazing opportunity to reach audiences at a very broad scale, so don’t miss out on any potential leads by defining your campaign parameters too narrowly (i.e., focusing ads solely on entertainment-specific content). Leveraging audiences such as movie buffs, moms or gamers can be incredibly effective for delivering results.

5. Reach every possible target consumer, regardless of device

iPhone and iPad users are often very engaged mobile consumers. But so are consumers who use other devices. Individuals who use devices powered by Android, Windows Phone, BlackBerry, and other operating systems are also movie-goers, die-hard TV fans, music lovers, gamers, and more. Unless what you are offering only applies to consumers using a specific operating system, reach your potential audience at scale by advertising cross-platform.

6. Drive mobile purchases

Consumers use their mobile devices regularly to make entertainment purchases. While mobile ads can generate great awareness and engagement, they are also incredibly effective for driving direct mobile purchases. Use your mobile ads to drive the sale of products like video games, tickets and DVDs. 

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