Mobile advertising network Millennial Media has published its latest S.M.A.R.T. report, focusing on trends among its retail and restaurant advertisers.

The sector was the third largest on Millennial’s platform in the first half of 2012, with ad spend from these companies growing by an average of 11% every month during that period.

The company also breaks its R&R ads down by verticals, saying that clothing ads accounted for 30% of this sector’s ads on the platform, while home products took a 21% share and QSR/Fast Food accounted for 11%.

Unsurprisingly, location-based ads are pretty popular with these companies, with increased foot traffic and site traffic accounting for 55% of their campaign goals in the first half of this year. 61% of R&R advertisers used some form of location-based targeting in their campaigns in this period, too.