More than 4 in 10 mobile campaigns for the retail and restaurant sector the first half of the year included a store locator, according to a Millennial Media study, indicating the importance of mobile in driving in-store traffic. The large share of campaigns with location information for the sector "was significantly higher than our platform average and shows how advertisers are dedicated to ensuring consumers can always find the closest location, no matter where they may be," said Marcus Startzel, general manager of North America at Millennial Media.