Millennial Media published some intriguing new data on Monday regarding mobile social activity by location during the recent Super Bowl showdown between the 49ers and Ravens.
“One of the major trends we noticed on our platform was that social activity over mobile devices often peaked at certain moments of the game depending on where a consumer was located,” says Marcus Startzel, General Manager of Millennial Media in North America.
For advertisers, Startzel explains, the ability to reach consumers at all moments of the game – before, during, and after – represents a tremendous opportunity and “one that only mobile provides.”
“For consumers in Baltimore, for example, social activity peaked at moments like the Ravens’ field entrance and Ed Reed’s 2nd quarter interception,” the Millennial Media executive explained in a blog post this morning. “while in San Francisco, social activity peaked at moments like the 49ers winning the coaches challenge in the 4th quarter.”
From a brand advertiser perspective, the Super Bowl is an opportunity to reach a huge amount and variety of audiences (and, in many different ways), and we saw this translate into tremendous interest from marketers in mobile. For instance, if a brand had already splurged on a TV commercial, mobile served as a way to reinforce and complement their message, while if a brand decided that TV wasn’t for them, mobile was a way to still reach and engage with consumers throughout this epic consumer event.
Millennial Media posted a fascinating infographic to accompany today’s report, which can be viewed below.
