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. Read the rest at MarketingCharts.
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