The retail and restaurants category of mobile Web advertising climbed into the top 10 mobile advertising verticals ranked by ad spend in April, according to Milliennial Media’s monthly report on mobile ad trends.
Overall, the U.S. mobile web grew 2% to 73.3 million users in March, said Millennial Media, citing Nielsen data. Millennial Media is an independent mobile media network connecting brands and audiences with mobile marketing. Its Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.) discusses key trends in mobile advertising based on actual campaign and network data.
The top 10 vertical advertising markets are:
1. Portals and directories;
2. Entertainment;
3. Telecommunications
4. Travel;
5. Finance;
6. Education;
7. Dating;
8. CPG;
9. Pharmaceuticals;
10. Retail and restaurants.
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Millennial said it lumps retails and restaurants together because of their similarities. Both use mobile to boost traffic to stores and restaurants and to grow revenues through point-of-sale efforts. Both segments also provide personal and timely offers that are highly targeted to their audiences.
The segment likely will peak in early summer and continue throughout the year. “Submit Form represented 71% of post-click actions and Join/Subscribe accounted for 26% – indicating brands were building database lists for remarketing to consumers for summer sales and specials and in preparation for back-to-school promotions,” the company said. More than 10% of Millennial Media’s retail and restaurant campaigns directed users to mobile coupons.