« Return to Mobile Website

Newsletter Sign-Up

Schedule a Tour

Does My Company Subscribe?

Retail

The following excerpt is from eMarketer's report:“Mobile Advertising in Retail: Tracking the Changing Purchase Path”

Retailers dabbled with mobile advertising in its early stages, but their focus was primarily elsewhere. Not anymore. Mobile advertising expenditures still pale next to overall marketing spend, but as mobile capabilities deepen, retailers are spending more, and on more types of mobile advertising.

eMarketer estimates 120 million US consumers use their smartphones and tablets while shopping, browsing for new deals, researching options and buying products. And they don't stop using their phones when entering a store. They're checking competitor prices, asking friends for advice and reading reviews while strolling down the aisles. Mobile has erased the hard divide between the physical store and ecommerce. Retail is ground zero for the evolving commerce and media landscape.

This report looks at how retailers—as advertisers—are responding to mobile. It takes a brief look at the overall size of retail mobile advertising spend, and then examines the uses of mobile advertising at various points along the purchase path. Different mobile advertising formats suit different goals, although in practice there is increasing fluidity in how advertisers deploy different types of ads. As is true everywhere in digital advertising, lines are blurring.

THIS REPORT ANSWERS THESE KEY QUESTIONS:

  • How have mobile devices changed the way in which US consumers shop?
  • What is the size of mobile advertising spend in retail?
  • How are retailers using mobile advertising at each stage of the consumer decision path?

Retail Leads in Mobile Ads

Unlike advertising in tethered media, mobile advertising allows retailers to reach their customers at every stage of the decision-making process, inside the store or out. Lured by the promise of influencing the whole purchase-decision path, retailers have adopted mobile more quickly than other industries. From location-based ads informing shoppers of a nearby store that might interest them to mobile search ads to in-store ads offering discounts for nearby products, retailers are experimenting with new ways to reach and convince consumers to visit a store or download a shopping app.

In a study from mobile ad network Millennial Media, retail and restaurants made up 16% of all mobile ad campaigns on its network in 2012, more than any other industry surveyed.

The full text of this report is available to eMarketer corporate subscribers only.

Inquire about a corporate subscription »
Corporate Subscription Inquiry
  • All fields required.
  • eMarketer Daily Newsletter
    The latest data, insights and perspectives on digital marketing and media, published each weekday along with a weekend digest.

  • Please also include eMarketer FYI mailings
    Partner webinar and event announcements, whitepaper offers, best practices guides, and research briefs.

  • eMarketer Special Notifications
    Occasional updates about eMarketer products and services; complimentary offers to download sponsor-supported eMarketer content; as well as invitations to exclusive webinars and events.

  • We will never share your personal information without your permission. You can unsubscribe from emails at any time. View Privacy Policy.

By the way

provides companywide access to eMarketer, so you can register immediately.

This service is at no extra cost to you.

Click below to get full access to eMarketer.

  • No thanks

Check Your Inbox

We sent you a registration confirmation email.

More from eMarketer

eMarketer recently published the following articles related to Retail:

eMarketer corporate subscription clients have access to all the articles we publish, plus charts, interviews, case studies and full-length reports.

You can view a full list of eMarketer reports available to eMarketer corporate subscribers here.

Use the form above to get in touch with eMarketer and find out if a corporate subscription is right for you.