Millennial Media has released the November 2012 edition of its SMART Report, focusing specifically on the Retail & Restaurants vertical. It was the third largest vertical on Millennial's platform during the first half of 2012, with spend growing at an average of 11 per cent per month over this period.
The goal for more than half of campaigns in the vertical was increasing visits to the brand's locations – whether foot traffic to bricks-and-mortar stores (38 per cent) or site traffic (17 per cent). Accordingly, the number of campaigns incorporating Store Locator functionality was much higher than the average on Millennial's platform – 44 per cent, compared to 19 per cent.
Other post-click actions which over-indexed within the vertical were mCommerce – featuring in 44 per cent of all campaigns, four and a half times the average – and View Map, which at 18 per cent was three times as common as the average.
61 percent of the Retail & Restaurant advertisers utilised location-based targeting for their campaigns during the period – 60 per cent of which were restaurants of some variety.