“If you can’t measure it, you can’t improve it,” said the famous management guru, Peter Drucker. Thankfully, the digital medium allows marketers to measure direct response metrics like views, engagement and user acquisition. Such direct response metrics are extremely useful for digital products such as apps and websites where a completed action is a sign of conversion.
However, in the traditional world of consumer goods, retails and Quick Service Restaurants, a direct response is indicative of interest and nothing else. The success of a marketing campaign is triggered only through increased store footfalls and sales.
InMobi, the world’s largest independent mobile advertising and discovery platform, now has partnerships with Placed and NinthDecimal. The new strategic relationships give marketers the opportunity to measure offline attribution either through Placed's, panel app or NinthDecimal's impression based Location Conversion Index™, allowing them to measure down-the-funnel metrics including footfalls and the location conversion index.
With these partnerships, advertisers can also get a true sense of how many footfalls are being driven to their specified store locations through the advertising campaigns on both the InMobi Network and the InMobi Exchange.
“Mobile is an effective medium for driving people into the store through mobile dynamic creatives,” says Jeff Coon, Head of Global Alliances at InMobi. “Through these partnerships, InMobi is placing one more tool in the hands of the advertisers to prove the efficacy and measure the ROI of this medium.”
Advertising seasonal sales, new offers, new collections and contextual targeting to show different creatives at different times of the day, are excellent strategies for driving footfalls to the store, and can be leveraged through mobile campaigns. This also encourages advertisers to take an active interest in optimizing their mobile creatives to entice the user to visit the store.
More about NinthDecimal
NinthDecimal is the leading omni-channel audience and measurement company, operating at the intersection of the digital and physical worlds. Fortune 500 companies and marquee brands, including American Express, Comcast, Kraft, Microsoft, Starbucks, Target and Toyota, use NinthDecimal’s data to plan, activate and measure campaigns, while gaining deeper insights into their audience and overall business. By bridging online and offline data, NinthDecimal’s pioneering Location Graph platform offers the most precise audience solution in the market to understand today’s consumer and how to engage them throughout the path-to-purchase. Its Location Conversion Index™ (LCI™) is the industry’s first offline attribution solution that goes beyond the click to measure physical-world behavior at the point of purchase, and data partnerships with companies like Acxiom, BlueKai, Datalogix, Experian, LiveRamp, Neustar and more provide a comprehensive closed-loop solution.
“For businesses that primarily sell offline, ensuring a successful digital campaign – whether in mobile, desktop, or both - ultimately lies with understanding the complete path that consumers take to make a purchase,” said Todd Rose, SVP of Business Development at NinthDecimal. “Connecting physical and digital world insights can help marketers optimize their campaigns with confidence to make sure they achieve the highest ROI possible.”
More about Placed
Placed is a market share leader in ad to in-store attribution. Measuring billions of first party locations on a daily basis, independent of media, across the world's largest opt-in location audience, Placed provides a comprehensive understanding of consumers' offline behaviors and is a preferred attribution solution across brands, publishers, and agencies including Digitas, UM, Initiative, Horizon, BPN, and Essence.
”Going back to 2014, Placed and InMobi have partnered to make location measurable and actionable across billions of impressions,” said David Shim, Founder and CEO at Placed. “As the partnership has matured, Placed has seen InMobi’s focus on footfall as a primary success metric drive better performance for some of the largest advertisers in the US by combining best in class reporting with in-flight optimization. With this partnership announcement, Placed is excited to continue to build on the success that we’ve seen to date with InMobi.”