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Retail expands in Asia Pacific

Anuradha Shukla | Aug. 20, 2013
Identified as the 9th largest brand vertical in Asia Pacific, according to Millennial Media.

Retail is expanding in Asia Pacific and was ranked as the ninth largest brand vertical in this region on the Millennial Media platform in the first quarter of 2013.

The Asia Pacific statistics from the Millennial Media’s latest Mobile Intel Series: Retail Report indicates that grocery chains, computer & electronics, and clothing were the three different sub-categories that contributed to the retail vertical in this period.

Grocery chains drove 58 percent of the retail advertiser spending in this period and made up the largest retail sub-vertical on the Millennial Media platform.

More than 70 percent of campaigns used mobile advertising to drive site traffic on Millennial Media platform in Q1 2013.

Also, retail campaigns focused on driving site traffic at 117 percent the rate of the platform average when compared to all advertisers.

More sales for holidays

Retail advertisers’ spending in AP reached its peak in the fourth quarter of 2012 as they spent more during the holiday season.

Retail brands leveraged drive to site search or take advantage of retail promotions at much higher rates as compared to all advertisers.

Consumers use their mobile devices for various activities before shopping and while in-store. They also use their mobile phones or tablets to make purchases.

The top 10 brand advertising verticals in AP ranked by spending are telecommunications, entertainment, technology, restaurants, finance, travel, automotive, consumer packaged goods, retail, portal and directories.

Thirteen percent of retail advertisers in AP aim to create brand awareness with mobile advertising, 13 percent use it for product launch and 74 percent use it to generate site traffic.


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