Millennial Media Shows Strong Link Between Mobile and Restaurants

Millennial Media has just released its latest SMART report, which presents an in-depth look at the restaurant industry.

Throughout the report there are several interesting takeaways, including the fact that more than 80 percent of mobile campaigns now feature a store locator, compared to 15 percent of total campaigns on MM’s platform.

The venerable independent ad network also shows that more than 70 percent of restaurant campaigns allowed consumers to search their site, compared to 24 percent of the total campaigns on the platform.

Increasing foot traffic was the top campaign goal for over 80 percent of restaurant campaigns (compared to 9 percent on the MM platform overall).

In Q1 2013, Telecom was the top spending vertical and increased spend 102 percent year-over-year compared to Q1 2012. Entertainment, Finance and Retail were the three next leading verticals.

All told, eight different verticals grew their spend by over 100 percent year-over-year, led by Sports, which grew spend 600 percent.

The top three campaign goals for advertisers, according to the SMART report, were “Sustained In-Market Presence,” “Driving Site/Mobile Traffic” and “Driving Registrations.”

To learn more or to download the full report, click here.