1. Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.™)
Special
Retail &
Restaurant
Report
NOVEMBER 2012

2. Retail & Restaurant Industry:
Mobile Advertising Trends
November 2012
This special S.M.A.R.T. ™ report focuses on mobile advertising trends within the Retail & Restaurant industry. We highlight what Retail &
Restaurant brands are doing on mobile, which audiences are resonating with these brand advertisers, how shoppers are engaging with content,
and how Retail & Restaurant brands can evolve their mobile advertising strategies moving forward. From Fast Food chains to Fine Dining, and
National Retailers to Luxury Goods, a wide variety of retail brands are using mobile advertising to reach and engage their customers.
Top 10 Global Brand Advertising Verticals
Ranked by Spend
CHART A
Retail & Restaurants Vertical Mix
CHART B
5%
RANK
1
2
3
4
5
6
7
8
9
10
CATEGORIES
TELECOMMUNICATIONS
FINANCE
RETAIL & RESTAURANTS
ENTERTAINMENT
AUTOMOTIVE
EDUCATION
TRAVEL
CPG
TECHNOLOGY
PORTALS & DIRECTORIES
Source: Millennial Media, Q1 & Q2 2012.
Insights:
The Retail & Restaurants vertical was the third largest on
our platform in Q1 & Q2 2012 (Chart A). Retail &
Restaurant brands have consistently been in the top 10
on our platform, maintaining spend and mobile activity
from quarter to quarter. During the first six months of
2012, Retail & Restaurant advertiser spend grew at an
average of 11% a month. Campaigns run by national
retail chains, clothing companies, fast food, and casual
dining chains contributed to this growth.
Clothing retailers accounted for 30% of all Retail &
Restaurant campaigns in Q1 & Q2 2012 (Chart B), led by
department stores that used mobile to drive consumers
to their locations and mobile retail websites. Home
Products represented 21% of the campaigns on our
platform in Q1 & Q2. Within the sub-vertical, home
improvement stores ran mobile campaigns around
each season’s home needs. Together, Restaurants and
QSR/Fast Food brands represented 16% of the
advertiser mix. QSR and Fast Food 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.
Visit www.millennialmedia.com/mobile-intelligence to sign up
7%
30%
7%
9%
21%
10%
CLOTHING
HOME PRODUCTS
QSR/FAST FOOD
COMPUTERS & ELECTRONICS
ONLINE RETAILERS
JEWELRY
RETAIL STORES
RESTAURANTS
11%
Source: Millennial Media, Q1 & Q2 2012.
CAMPAIGN HIGHLIGHT:
AUNTIE ANNE’S
GOAL:
Reach moms in Atlanta shopping malls and drive
redemptions of a deal for a fountain beverage and
Auntie Anne’s Pretzel.
STRATEGY:
Auntie Anne’s, together with technology partner
Sparkfly, developed a mobile campaign to reach
moms in Atlanta malls through mobile coupons
and drive redemption of the offer. To ensure the
ads were hitting the target consumers, Auntie
Anne’s leveraged Millennial Media’s audience
targeting capabilities. As a result, Auntie Anne’s was
able to gain point-of-sale consumer purchase
metrics to measure the effectiveness of the offer.
“One of the primary benefits of the partnership is to track an offer from the
onset to point of purchase. Not only can we measure how effective individual
offers are, but we can analyze the performance of individual display units.”
~ Heather Neary, CMO at Auntie Anne’s
To download the full campaign summary, visit
www.millennialmedia.com/advertise/campaign-successes
2

3. Retail & Restaurant Industry:
Mobile Advertising Trends
November 2012
Retail & Restaurant Campaign Goals
CHART C
7%
11%
By Sub-Vertical
CHART D
100%
38%
80%
11%
16%
Retail & Restaurant Campaign Goals
CLOTHING
HOME PRODUCTS
QSR/FAST FOOD
COMPUTERS & ELECTRONICS
ONLINE RETAILERS
JEWELRY
RETAIL STORES
RESTAURANTS
60%
17%
40%
INCREASED FOOT TRAFFIC
SITE TRAFFIC
BRAND AWARENESS
PRODUCT LAUNCH/RELEASE
SUSTAINED INMARKET PRESENCE
REGISTRATIONS
Source: Millennial Media, Q1 & Q2 2012.
Data is based on the Top 1500 Campaigns on Millennial Media’s Platform in Q1 & Q2 2012.
Insights:
Across the vertical, Retail & Restaurant brands
most often leveraged mobile with the goal of
driving consumers to their locations, whether
in-person or online. Together, Increased Foot
Traffic and Site Traffic made up 55% of Retail &
Restaurant Advertisers’ Campaign goals in Q1
and Q2 of 2012 (Chart C). The Post-Click Actions
that support these Campaign Goals, such as
Store Locator, View Map, and m-Commerce, also
indexed very high for Retail & Restaurant brands
(Page 4, Chart E).
The breakout of each campaign goal by
sub-vertical is shown in Chart D. 73% of
campaigns with Product Launch/Release goals
were Computers & Electronics brands. These
advertisers utilized mobile to inform consumers
about new technologies and models entering
the market. Online retailers most often leveraged
mobile to generate sales leads through mobile
registrations (57%).
20%
0%
BRAND
AWARENESS
INCREASED
FOOT
TRAFFIC
PRODUCT
LAUNCH/
RELEASE
SITE
TRAFFIC
SUSTAINED REGISTRATIONS
INMARKET
PRESENCE
Source: Millennial Media, Q1 & Q2 2012.
Data is based on the Top 1500 Campaigns on Millennial Media’s Platform in Q1 & Q2 2012.
CAMPAIGN HIGHLIGHT:
CARPHONE WAREHOUSE EMEA
GOAL:
Drive awareness around
Carphone Warehouse’s
“Free Gift Card” promotion
and demonstrate that
Carphone Warehouse is the
destination for the entire
Samsung Galaxy family.
STRATEGY:
Together with their agency M/Six, the company built an interactive video interstitial and
used Millennial Media’s Mobile Circular ad unit that allowed users to swipe side-to-side
to browse the Samsung Galaxy phones. Both engagement methods showed higher
than industry average results for the advertiser.
“The Carphone Warehouse mobile campaign engaged consumers in a variety of
ways. Whether it was Interactive Video, custom rich media units, or standard banners,
the campaign was a creative way to advertise multiple products and promotions.”
~ Poppy Wilson, Digital Account Director at M/Six
To download the full campaign summary, visit
www.millennialmedia.com/advertise/campaign-successes
Visit www.millennialmedia.com/mobile-intelligence to sign up
3

4. Retail & Restaurant Industry:
Mobile Advertising Trends
November 2012
Post-Click Campaign Action Mix
CHART E
RETAIL & RESTAURANT ADVERTISERS
ALL ADVERTISERS
50%
40%
44%
40%
30%
40%
36%
33%
30%
20%
8%
APPLICATION
DOWNLOAD
16%
19%
13%
9% 10%
8%
mCOMMERCE
30%
21%
17%
10%
0%
29%
MOBILE SOCIAL
MEDIA
PLACE CALL
16%
18%
6%
REGISTRATIONS
RETAIL
PROMOTION
SITE SEARCH
STORE LOCATOR
WATCH VIDEO
VIEW MAP
Source: Millennial Media, Q1 & Q2 2012.
Data is based on the Top 1500 Campaigns on Millennial Media's Platform in Q1 & Q2 2012.
Insights:
Retail & Restaurant advertisers on our 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 & Restaurant advertisers (Chart E), and
were most often delivered to consumers as part of a mobile landing page.
Store Locator was the largest, involved in 44% of the Post-Click Campaign
Action Mix. These three actions can all be the results of the largest campaign
goal within the Retail & Restaurants vertical, driving customers into stores and
onto retail websites to make purchases (Page 3, Chart C).
In addition to Store Locator, m-Commerce, and View Map, the other Post-Click
Campaign Action that over-indexed compared to all advertisers was Retail
Promotion (Chart E). Retail Promotion accounted for 30% of the Post-Click
Campaign Action Mix for Retail & Restaurant advertisers. By engaging with
mobile users around a store location, and providing them with a coupon,
discount, or other sales incentives, advertisers were aiming to keep their
brands top of mind with shoppers and drive increased traffic to their stores.
In the UK, as the popularity
of discount codes
continues to increase,
53%
of consumers stated that
mobile is their preferred
redemption method.
Source: OnDevice Research, January 2012.
According to survey research by Forrester,
Parents are active mobile phone
shoppers, and are nearly
2x as likely
to make retail purchases on their devices.
Source: Forrester Research, Inc.
North American Technographics® Retail Online Survey, Q2 2012 (US).
Visit www.millennialmedia.com/mobile-intelligence to sign up
4

5. Retail & Restaurant Industry:
Mobile Advertising Trends
November 2012
Top Performing Audiences in the Retail & Restaurant Vertical
CHART F
Gadget
Geeks
Mobile
Switchers
Foodies
Movie
Buffs
Business & Finance
Enthusiasts
In-Market Auto
Intenders
Restaurant
Goers
Single & Dating
Students
Fashionistas
Source: Millennial Media Q1 & Q2 2012.
Insights:
Some of the top performing audiences in the Retail &
Restaurant Vertical in Q1 & Q2 included Fashionistas,
In-Market Auto Intenders, Foodies, and Movie Buffs (Chart F).
Mobile Switchers and Gadget Geeks were also two of the Top
Performing Audiences within the vertical for the quarter.
Consumers who are early adopters of mobile technology and
are continually looking to upgrade their device tend to be
very adept at using mobile apps for Retail and m-Commerce
experiences.
Business & Finance Enthusiasts was also a Top Performing
Audience on the Millennial Media platform for the Retail &
Restaurant Vertical (Chart F). Mobile users who are very
comfortable utilizing their devices for secure activities such as
banking and the management of investment accounts, tend
to also trust their mobile devices to a greater range of
everyday activities.
One of the aspects that makes mobile uniquely different is its
ability to target users wherever they are. 61% of Retail &
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% of them were a restaurant
brand, including both Fast Food, Casual, and Fine Dining
advertisers (Chart G). 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.
Visit www.millennialmedia.com/mobile-intelligence to sign up
Retail & Restaurant Campaigns
Leveraging Local Audiences
CHART G
1%
2%1%
7%
39%
7%
21%
QSR/FAST FOOD
RETAIL STORES
RESTAURANTS
HOME PRODUCTS
CLOTHING
COMPUTERS & ELECTRONICS
ONLINE RETAILERS
JEWELRY
22%
Source: Millennial Media, Q1 & Q2 2012.
Surveys find that Females spend nearly
twice as much time
on mobile Retail & Restaurant apps and
mobile websites as men do.
Source: comScore Mobile Metrix 2.0; 1-month June 2012.
5

6. Summary & Reporting Methodology
November 2012
About Millennial Media
Millennial Media is the leading independent mobile advertising and data platform. Our technology, tools and services help
app developers and mobile website publishers maximize their advertising revenue, acquire users and gain audience insights.
Our platform also enables us to offer advertisers powerful Mobile Audience Solutions (MAS) that utilize our significant scale,
sophisticated targeting and uniquely engaging creative capabilities to deliver meaningful results.
Visit www.millennialmedia.com for more information.
About S.M.A.R.T.™
The Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ delivers regular insights on key trends in mobile
advertising based on actual campaign and platform data from Millennial Media.
Visit www.millennialmedia.com/mobile-intelligence to sign up to receive Millennial Media-related news including the
Mobile Mix™ report, the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ report, and the Mobile Intel Series.
For questions about the data in this report, or for recommendations for future reports,
please contact us at research@millennialmedia.com.
©2012 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.
Visit www.millennialmedia.com/mobile-intelligence to sign up
6