Retail & Restaurant Mobile Ad Campaigns Focus on Store Locator, Site Search

November 13, 2012

Retail and restaurant advertisers on the Millennial Media mobile network are driving users to websites and stores for purchases by incorporating store locator, site search, and map view into their ad campaigns, according to the latest Scorecard for Mobile Advertising Reach and Targeting (SMART) report. Each of these post-click campaign actions over-indexed the average advertiser campaign by a large margin during the first half of this year.

For example, 44% of campaigns contained a store locator, compared to 19% for the platform average. Similarly, campaigns leveraged site search (40% vs. 21%) and view map (18% vs. 6%) at a greater rate, looking to ensure ease and convenience for consumers.

Other postclick campaign actions that skewed high for restaurant and retail advertisers included mobile commerce (36% vs. 8% average) and retail promotion (30% vs. 16%), as brands sought to drive purchases on websites and engage consumers with offers.

Restaurants Leverage Location-Based Targeting

The outsized presence of store locator and map view in these campaigns is understandable given restaurants’ desire to target on-the-go consumers, particularly as restaurants are consistently a top mobile local search category. In the first half of the year, Millennial Media reports that 61% of retail and restaurant advertisers used some form of location targeting in their campaigns. Of those campaigns, 60% were by quick service restaurants or fast food establishments (39%) and fine dining restaurants (21%).

Campaign Goals Vary by Brand Type

Although increased foot (38%) and site (17%) traffic were the leading campaign goals among retail and restaurant advertisers, different brand types within the vertical showed other priorities. For example, clothing retailers, who made up 30% of the campaigns in Q1 and Q2, were more focused on sustained in-market presence than any other brand type.

Online retailers, who accounted for 9% of the campaigns, made up the lion’s share of campaigns with a registration goal. And jewelry brands, who made up 7% of the ad campaigns, were the most focused on brand awareness.

Other Findings:

  • Retail and restaurants ranked third on the list of top 10 global brand advertising verticals for the first half of the year, behind telecom (1) and finance (2).
  • Home products brands accounted for the second-largest share (21%) of retail and restaurant campaigns.

About the Data: The S.M.A.R.T. report data and retail and restaurant vertical data featured is based on actual data from campaigns run with Millennial Media in Q1 and Q2 2012. The results are based on the top 1500 campaigns on Millennial Media’s platform in Q1 and Q2.

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