Marketers are making more use of mobile media to reach out to shoppers this holiday season, and more shoppers are using their mobile devices to interact with ads, according to a new study.
Engagement with mobile campaigns continues to grow, according to Millennial Media’s tallies of action on its network, which covers more than 80% of the U.S. mobile ad market. The network’s October figures showed post-click activity was up by double-digit percentages in all forms of call to action, especially mobile-only activities.
Mobile campaigns are driving traffic to retail promotions and mobile commerce, which saw 13% and 8% growth in click-through in October, respectively. The study’s authors credited the growth to retail and consumer packaged goods promotions aimed at driving holiday sales.
Advertisers can drive significant product awareness and sales with holiday efforts, especially in relevant categories such as consumer goods, retail and entertainment, according to the study’s authors.
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