Download - US Vertical Insights: Entertainment - Movies
US Vertical Insights: Entertainment - Movies
InMobi partnered with the Interactive Advertising Bureau (IAB) and Decision Fuel to examine how US moviegoers are using mobile media and how advertisers can best communicate with this audience. !Our Vertical Insights Research Series helps brand advertisers understand how consumers are using mobile media to research and shop for certain types of products and how mobile complements other channels throughout the purchase process. !
CONTENTS 1. Key Findings
2. Mobile Moviegoer Profile
3. The Role of Mobile
4. Moviegoers and Mobile Ads
5. Summary and Recommendations
6. Appendix
Identify moviegoers on mobile • Who are moviegoers on mobile? • What types of movies do they watch in theaters?
!Maximize movie awareness through mobile presence
• What types of apps and sites do they visit? • How do they consume movie and entertainment
information? • How do mobile and other media channels work
together to impact ticket purchase? • What specific movie entertainment information are
they consuming? • How do moviegoers specifically use mobile to plan
trips to the theater? • How do moviegoers purchase theater tickets? !
Drive a holistic campaign to multiply the impact of mobile • Which ad features do moviegoers prefer? • How can mobile shorten the path to purchase? • How can advertisers make their mobile campaigns
more effective?
The role of mobile
KEY FINDINGS
2
1 in 2 respondents is planning a trip to the movie theater within the next 3 months
Base: US respondent n = 697
From Mobile to the Movies…
▪ 87% of moviegoers turn to mobile after seeing ads for movies on other channels. Leverage mobile as part of a comprehensive mixed media strategy. !
▪ Moviegoers use mobile at all stages throughout the movie trip process – during pre-show activities such as planning and purchasing, while at the theater to “check-in”, and after the show to go to other events. Use mobile to reach these consumers at all times.
!▪ 1 out of 3 moviegoers purchases movie tickets
directly through mobile devices. Box office, online and mobile are now all major sources of ticket sales.
Base: US moviegoers n = 346
Want More ?
Read Blog Content Download Complete Report