IAB: 87 Percent of Moviegoers Go Mobile After Seeing Ads Elsewhere

Smartphones key to marketing


Using smartphones at the movies may be a no-no. But other than that, mobiles are an integral part of the experience, from ticket sales to theater directions, a fact that movie and entertainment marketers would do well to heed. 

Consumers increasing use smartphones for their purchases—in the case of movie tickets, 30 percent are bought on mobile phones, according to a new report from the Interactive Advertising Bureau and InMobi. And 87 percent of moviegoers researched a movie on smartphones after seeing an ad for that movie in another medium.

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