5 Tools for Measuring In-Store Visits Driven By Mobile Ads

XAD | 09 / 03 / 2013

Matching online ad exposure to offline visits has always been challenging for retailers, many of whom are unwilling to invest heavily in platforms that can’t show a direct ROI. This lack of information has led to hesitation among advertisers, and it is one of the reasons why only 3% of marketers now report finding “good ROI” in mobile advertising.

To combat this issue, mobile ad vendors have developed sophisticated techniques to “close the loop” by tracking how many in-store visits directly result from a mobile campaign. So-called “place visit rates” (a metric coined by PlaceIQ) use geo-location data to demonstrate the number of customers who visit a retailer after being served a mobile banner ad. Here are five platforms that merchants and CPG brands can use to get a better idea of how much in-store traffic is being generated by their mobile campaigns.

1. Placed: Turn mobile advertising into a quantifiable channel.
Advertisers, agencies, and publishing networks are using Placed Attribution to connect mobile ad campaigns to in-store visits. Offered as part of a partnership with xAd, Placed Attribution measures the location of more than 100,000 opted-in panelists, making this solution far more accurate than consumer recall surveys. Marketers can view custom reports with store visit numbers, standard lift information, and impression features that measure the characteristics (like income, ethnicity, and age) of the customers exposed to mobile ads. The cost of Placed Attribution is built into the CPM in the IO (insertion order).

2. Catalina’s BuyerVision: Match in-store purchases with online behavior.
Launched with the help of 4Info as a technology partner, Catalina’s BuyerVision helps CPG brands, advertisers, and media planners track the impact that digital advertising has on in-store sales. Brands can identify and define their target audiences, then match offline data to online cookies or anonymized mobile IDs. Mobile advertising (along with display and video) are served to the brand’s target audience. Brands can then measure their mobile advertising based on in-store purchases. BuyerVision offer customized pricing based on the goals of individual campaigns, taking into consideration the channels a client seeks to leverage (display, video or mobile) and the depth of campaign measurement.

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