Mobile commerce accounted for 18% of the postclick campaign action mix on the Millennial Media network in November 2011, representing a 22% month-over-month increase, according to [sign-in page] the November 2011 Millennial Media SMART report. Data from the report indicates that the leading postclick actions in November were application download and store locator (33%),with the latter experiencing 47% growth from October, as retail and auto advertisers increased their use to drive customers into stores and dealerships for seasonal sales.
Traffic to site as a campaign destination increased 7% month-over-month to represent 60% of the campaign destination mix. (more…)