New Research Shows That Restaurants Reign As a Top 10 Mobile Marketing Vertical, According to Solution Provider

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The Q1 2013 trends tracked by a leading mobile advertising and data platform show how mobile is totally reinventing restaurant promotions.
Clearly, small and medium-sized restaurants can't ignore mobile any longer. This technology is affordable and easy to use.

Restaurants are prospering from the growing use of mobile marketing capabilities, according to an analysis of actual campaign data from that sector. The Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.™) -- a source of insights on trends in mobile advertising based on campaign data from the Millennial Media ad platform -- is viewed as a reliable bellwether for larger mobile industry patterns. In its June 2013 Special Restaurant Report, S.M.A.R.T.™ highlighted several Q1 trends that show how restaurants are putting mobile to work.

Q1 Trends In The Latest S.M.A.R.T.™ Report Include:

Heavy Use of Mobile Site Search
Over 70% of Restaurant advertisers on the Millenial Media platform featured a Site Search option in their campaigns. Restaurant advertisers used mobile websites or landing pages to house an information mix including nutritional facts, coupons, and locations.

Mobile Coupons March On
In Q1, top restaurant chains heavied up on retail promotions nearly five times as often as other advertisers tracked by Millenial Media. A case study cited is U.K. restaurant chain Harvester, which ran a mobile coupon campaign leveraging Apple's Passbook app to drive customers into their stores.

Where Exactly Is the Beef?
Store Locator / View Map was the number one post-click action used by restaurant advertisers on the Millenial platform in Q1. More than 80% of restaurants used mobile to help customers find locations as either a primary or secondary goal.

The Top 10 Audiences Engaging with Restaurant Ads on Millenial Media's platform in Q1 included so-called DIYers, followed by Travelers, and Music Fans. According to the S.M.A.R.T.™ Report, "Travelers, both for business travel and personal vacation, use mobile to discover local restaurants when they are in a new city. Bargain Hunters looking for a meal deal...also regularly engaged with Restaurant Ads on our platform. Bargain Hunters are mobile users looking for a retail promotion, mobile coupon, or incentive to induce purchase. Another top audience engaging with Restaurant Ads is the Foodies audience. Foodies are interested in both discovering and contributing food-related content with their mobile device, such as searching for a new type of cuisine to try, or posting a photo or review of a meal online."

Mobile Marketing Firm,, is a strong advocate of the use of mobile-optimized websites, dedicated mobile apps, and their rich feature sets by independent restaurants. "The latest data proves that large restaurant chains are using mobile capabilities to target specific customer personas with tailored offers to drive them into stores," said Michael Berner, president of Mobile App Source. "Clearly, small and medium-sized restaurants can't ignore mobile any longer. This technology is affordable and easy to use. And by adopting mobile marketing, independent restaurants can compete successfully."


Mobile App Source is a privately held corporation headquartered in Pasadena, CA, that specializes in increasing profits for small and medium-sized businesses via the implementation of advanced mobile strategies. The company develops apps for all iPhones, iPads, Android, and HTML5 devices and websites that are optimized for smartphone technology. For more information please email mike(at)mobileappsource(dot)com or call (877) 225-1720.

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