Mobile Responses Help Build Databases

Gail Chiasson, North American Editor

Millennial Media‘s Scorecard for Mobile Advertising Reach and Targeting for April, 2010, which contains a special section on Retail and Restaurants Mobile Targeting Strategies, shows that over 10% of retail and restaurant campaigns on its network directed users to a mobile coupon offer.

The ‘Submit Form’ directive represented 71% of post-click actions, indicating brands were building database lists for remarketing to consumers for summer sales and in preparation for back to school promotions. For retail and restaurants, Millennial Media’s S.M.A.R.T. predicts the peak season to begin in early summer and to continue through 2010.

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