Some Restaurants Advertising on Mobile Turn to Promotions to Drive Foot Traffic

Restaurants’ mobile advertising campaigns are overwhelmingly focused on driving foot traffic, reveals Millennial Media [download page] in its latest SMART report. In order to do so, they’re employing a variety of post-click campaign actions that differ significantly from the average advertiser. For example, they were almost 5 times as likely as the average mobile advertiser to use retail promotions as part of their campaigns (35% vs. 7%), with one UK chain using mobile coupons to drive store traffic. Unsurprisingly, restaurants also made use of site search (72% using, versus 24% on average) and store locators (83% vs. 15%) in their campaigns. (more…)