Study: Retail top mobile advertising vertical

Baltimore - Retail was the largest vertical on the Millennial Media mobile advertising platform in 2014, followed by telecommunications and entertainment. According to the Millennial Media Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.) report, retail saw 49% year-over-year growth on the Millennial Media platform in 2014.



Growth in many verticals is coming from advertisers investing in functions such as video campaigns and rich media features. Due to its richer user experience, video ads see an average of five times the engagement when compared to standard banners. For some verticals, video ads drive exceptionally strong value, including retail, which saw an 628% increase in engagement in video ads above standard banners.



Campaign goals are dependent on the product or service being advertised. Retail was the vertical most frequently running “increased foot traffic” campaigns (33% of all increased foot traffic campaigns), as retailers running mobile campaigns are heavily focused on driving in-store visits and sales.