Mobile ad spend from the Sports vertical rose 600 per cent year-on-year on Millennials platform, according to its SMART report for Q1, 2013.

In spite of this growth – the highest of any vertical on the platform over the period – Sports didnt rank in the top 10 spending verticals. This list was led by Telecommunications – up from third place a year earlier – followed by Entertainment and Finance.

The report also takes an in-depth look at the Restaurants vertical and how it compares to other verticals. Perhaps most interestingly, the single most popular post-click action overall – downloading an app, included in 45 per cent of all campaigns – was one of the least common for Restaurant advertisers, appearing in just two per cent of campaigns.

Meanwhile, several other post-click actions overperformed in the vertical – most notably viewing a map or store locator (83 per cent, compared to 15 per cent across verticals), site search (72 per cent, versus 24 per cent), and retail promotions (34 per cent, versus seven per cent).

This is clearly a case of differing priorities – many restaurants dont have apps, for example – which is clear from Millennials research into campaign goals. Overwhelmingly, restaurant advertisers main goal was increasing foot traffic – 81 per cent of campaigns, compared to nine per cent across all verticals, and the emphasis on location functionality reflects this.