The restaurant industry is quickly adopting mobile advertising compared to other industries, according to a new report released this week from Millennial Media, an independent mobile advertising and data platform. The company's report, S.M.A.R.T -- Scorecard for Mobile Advertising Reach and Targeting -- delivers regular insights on key trends in mobile advertising based on actual campaign and platform data from Millennial, according to a company announcement.

Specifically, the report found that the retail and restaurant vertical was the third largest on its platform in Q1 and Q2 2012. Retail and restaurant brands have consistently been in the top 10 on the platform, maintaining spend and mobile activity from quarter to quarter. During the first six months of 2012, retail and restaurant advertiser spend grew at an average of 11 percent a month. Campaigns run by national retail chains, clothing companies, quick-service restaurants and casual dining chains contributed to this growth.

Together, restaurants and QSR brands represented 16 percent of the advertiser mix. QSR restaurants, typically owned by franchisees, utilized the location-based targeting abilities of mobile to stay top of mind when users were near one of their locations, according to the report.

Post-click campaign actions insights

Retail and restaurant advertisers on the platform used a variety of post-click campaign actions in the first half of 2012. Store locator, m-commerce, and view map all over-indexed for retail and restaurant advertisers and were most often delivered to consumers as part of a mobile landing page. Store locator was the largest, involved in 44 percent of the post-click campaign action mix. These three actions can all be the results of the largest campaign goal within the retail and restaurants vertical, driving customers into stores and onto retail websites to make purchases.

One of the aspects that makes mobile uniquely different is its ability to target users wherever they are. Sixty-one percent of retail and restaurant advertisers on the Millennial Media platform utilized a form of location-based targeting in their campaigns in the first six months of 2012. Of these campaigns using location-based targeting, 60 percent of them were a restaurant brand, including QSR, fast casual, casual and fine dining advertisers. Mobile users search for food and dining-out options while they are on the go, whether they are looking to get a quick snack, or try a new restaurant.

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