Millennial Media has released the latest study in its “Mobile Intel” series, produced in partnership with comScore. As part of the study, Millennial Media shows how retail advertisers are employing a number of postclick actions that differ significantly from the average advertiser on the platform. Mobile commerce, store locator and site search are among the top actions they’re using to drive web and foot traffic.
Given that retail campaigns were far more likely than the average campaign (all data from Q1 2013) to have increased foot traffic (37% vs. 9%) and website or mobile site traffic (34% vs. 18%), it’s not surprising to see that retail advertisers were driving their audience to mobile commerce experiences and store locators and maps. Read the at MarketingCharts.