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

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