The restaurants vertical was the fourth largest vertical in terms of advertiser spending in Asia Pacific, according to the Millennial Media Q1 SMART Report.
The restaurants vertical was largely driven by campaigns from fast food chains. Top audiences engaging with restaurant advertisement include business & finance enthusiasts, entertainment fans, foodies, tradesmen and avid shoppers.
The telecommunications vertical was the largest on Millennial Media’s independent mobile advertising & data platform in terms of advertiser spending. This was followed by the entertainment vertical.
Forty-three percent of the advertisers said driving site traffic on Millennial Media’s platform was a campaign goal.
Restaurant brands prefer to use mobile to generate brand awareness. Site traffic and brand awareness together made up 77 percent of restaurant advertisers’ campaign goals in the first quarter of 2012.
Advertising spending in Singapore
Restaurant brands in Singapore prefer to use mobile for media advertisements in order to generate brand awareness and driving foot traffic.
The restaurants vertical was the largest on Millennial Media’s platform in terms of advertiser spending and this was followed by the finance vertical.
Audiences for restaurant advertisement are interested in discovering and contributing food-related content with their mobile device; look for a retail promotion, mobile coupon, or incentive to induce purchase; and use mobile to discover local restaurants when they are in a new city.
Fifty-four percent of the advertisers said their goal was to build brand awareness on Millennial Media’s platform. Forty-six percent of campaigns on Millennial Media’s platform include site search and app downloads as post-click campaign actions.
Watching video as a post-click action that supports mobile campaign goals of advertisers also indexed very high for restaurant brands.
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