Retailers and restaurant operators continue to migrate to the mobile advertising format. However, each business category has specific goals and audiences in mind when developing mobile campaigns. Media companies and platforms that can deliver what advertisers seek stand a better chance of winning the mobile ad budget.
With an average spending growth rate of 11% each month in the mobile format, retailers and restaurants are great clients to land. Apparel retailers, in particular, are very active in this category, spending as much as 30% of the total. The rest of the spending pie in this category is shared by:
- Home products 21%
- Quick serve restaurants 11%
- Computer resellers 10%
- Online retail 9%
- Jewelry 7%
- Retail stores 7%
- Restaurants 5%
Most of the marketers who turn to mobile campaigns (38%), want more foot traffic. Another 16% seek brand awareness. But there are some differences based on business type. For example, online retailers want more registrations (55%) while computers and electronics retailers are using mobile for product launch information.
In studying the mobile marketing trend, Millennial Media reports that some audiences have been more receptive than others to these message. Fashionistas and movie buffs are 2 audience types with higher than average response rates.
Small businesses are still experimenting with the right way to use mobile. Publishers and media companies that show solid success rates and help marketers make the transition to mobile could keep customers for the long term.[Source: Retail & Restaurant Industry. Mobile Ad Trends. Millennial Media. November. 2012. Web. 26 Nov. 2012]