By David Murphy
4INFO and Catalina’s benchmarks are designed to allow advertisers to gauge the effectiveness of mobile ad campaigns in driving in-store sales uplift
Mobile attribution specialist 4INFO has partnered with digital media firm Catalina to develop benchmarks for measuring the effectiveness of mobile ad campaigns in driving in-store sales lift. The benchmarks enable mobile advertisers to compare in-store sales lift and Return On Ad Spend (ROAS) to other campaigns, across several product categories.
Catalina’s mobile and online advertising platform, BuyerVision, powered by 4INFO, has delivered mobile ad targeting for more than 200 national brand advertisers since it launched in 2013, and includes the ability to measure in-store sales lift from mobile ad spend. It does this via 4INFO’s patented technology, which ties mobile devices to more than 90 per cent of US households. Its flagship product, AdHaven Bullseye, anonymously matches mobile device data to household-level purchase data, providing the ability to measure sales results from a mobile ad spend.
Together, the companies have collected what they describe as “statistically significant in-store sales lift measurement results on national brand mobile ad campaigns” in order to establish the benchmarks.
The benchmarks are based on data calculated from mobile ad campaigns using Neilsen Consumer …read more
Source:: Mobile App News