Mobile Entertainment Ads Pulsing; Facebook Rev Review

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

That’s Mobile Entertainment

Mobile ad network Millennial Media takes the pulse of entertainment ad spending in the space and finds that the category saw dollars grow 133 percent over the past year. One big driver of that involved ads around theatrical releases, which made up 43 percent of all entertainment campaigns on the Millennial platform. “Entertainment advertisers are turning to mobile to leverage real-world consumer behavior in their targeting… these brands can reach unique audiences that will drive ROI,” said Marcus Startzel, Millennial’s GM, North America. Speaking of ROI, the Mobile Marketing Association is suggesting that mobile ads should represent 7 percent, on average, of current ad budgets. (Pandora CEO Joe Kennedy cited the study in an earnings call). Read the release.

Facebook Rev Downgrade

Some more bad news related to Facebook’s ad efforts today. eMarketer now says Facebook revenues will not grow as high as expected this year, but it’s overall strength is secure, as it will surpass the $5-billion mark this year for a 35.9 gain over 2011. “In 2013, revenue is expected to increase 31 percent as Facebook fully rolls out new ad products such as its ad exchange,” eMarketer says. Read the release.

Twitter Ads Gets Interesting

Twitter continues to refine its Promoted Tweets and Promoted Accounts with a new feature that lets clients target users according to sets of interests. So far, there are 350 categories of interests that marketers can choose from. In a blog post, Kevin Weil, Twitter’s director of Product Management, writes, “By targeting people’s topical interests, you will be able to connect with a greater number of users and deliver tailored messages to people who are more likely to engage with your Tweets.” Read more. In related news – Peter Kafka writes that Twitter will make $350 million in ad sales this year. Read it.

Click & Collect

Heard of it? “Click and collect” – no, it’s not an incentivized clicking scam from the early 00’s. It’s another way retailers are looking to overcome showrooming and the market share lost to digital, ecommerce competitors. From the blog: “Click and collect, or “buy online, pick up in store” has been iconic in our view, representing cross-channel efforts overall. Yet it is only one variation of anytime/anywhere choice to shoppers. Ship-to-store has different processes from picking the online purchase from store inventory, for example, and makes different requirements of the retailer.” Read more.

Mo’ Acronyms

The Mobile Marketing Association (MMA) has admirably created a new acronym aimed at marketers and their troves of ad spend. According to a press release on a new study, “MXS – which stands for Mobile’s X% Solution – is believed to be the first empirically based study of the rebalancing and optimization of a marketing mix to help marketers achieve a higher return on their marketing dollar investment.” Translation: spend more in mobile. Read the release. And, download the study.

Infographic Friday

Back-to-school audience is targeted in a new infographic from Rocket Fuel. According to the data, “Dads” is an audience hurting for recommendations. Poor Dads.

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