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Retail and restaurants most mobile savvy says study

Global – Retail and restaurant brands are the most active ones when it comes to mobile marketing.

Ad spend on mobile has been growing at an average rate of 11% a month in the first half of 2012, according to Millennial Media’s Scorecard for Mobile Advertising Reach and Targeting (SMART) report.

This is especially so for national retail brands, fast food and casual dining chains and clothing companies.

According to the report, increased foot falls and site traffic was the top campaign goals for 55% of the brands advertising on mobile through Millennial Media.

Clothing retailers were the largest mobile advertisers accounting for 30% of all campaigns in the vertical, the mobile marketing agency reported.

Home products and fast food brands were also key contributors in the mobile marketing space, chalking up 21% and 16% of the total mobile campaigns, respectively.

Additionally, 57% of online retailers leveraged mobile to generate sales leads through mobile registrations.

Millennial Media’s SMART report was based on the top 1500 campaigns launched on its platform in the first half of this year.

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