Millennial Media  took an in-depth look at what is happening in the retail and restaurant vertical in its November SMART Report released Tuesday.
Increasing foot traffic was the top individual campaign goal in the vertical, comprising 38% of all campaigns.
Further, 44% of all campaigns in the retail and restaurant verticals used a Store Locator. This was significantly higher than the platform average of 19%
Further, 36% of all campaigns in the vertical featured an mCommerce post-click action, which was 4.5 times Millennial’s platform average.
Over 60% of retail and restaurants’ advertisers used a form of location-based targeting in the first half of 2012.
Within the retail and restaurants vertical, clothing retailers accounted for 30% of all campaigns.
Home product retailers were the second largest advertisers in the vertical, followed by QSR/Fast Food restaurants.