68 per cent of Telecom Campaigns Include mCommerce

68 per cent of telecom campaigns utilised mCommerce as a post-click campaign action in November, according to the latest SMART report from Millennial Media, which focused on the telecom vertical.

The November SMART (Scorecard for Mobile Advertising Reach and Targeting) report, based on data taken directly from clients advertising campaigns, shows that the top three post-click actions used by telecom advertisers were placing a call, viewing a map, and using a store locator. Campaigns incorporating a store locator grew 47 per cent month-over-month, making up 33 per cent of all the campaigns on Millennials advertising platform, proving particularly popular with retail and auto advertisers.

60 per cent of all campaigns were set up to drive consumers to a mobile site – as opposed to a custom landing page or app download page – representing a 7 per cent increase month-over-month.