Tag: attribution

Snapchat Rolls Out “Snap To Store” Tools For Tracking Offline Attribution

Posted on by Lab Team

What Happened
Snapchat has launched a new location-based ad measurement product that lets brands see if their ad campaigns on Snapchat is successful at driving people to visit their stores in the real world. The way this new measurement product works is by comparing the visits of people who saw a Snapchat ad, which includes things like a Snap that their friends took with a branded Geofilter, to visits of those who didn’t see one but went anyway during a week’s timeframe, therefore determining if there is a lift in foot traffic. Snap has been testing its Snap to Store product since last year with a handful of marketers, including Paramount Pictures and 7-Eleven.

What Brands Need To Do
This ad measurement product comes at a time when Snapchat is starting feel the mounting pressure from Instagram, which just announced that its Snapchat clone feature Instagram Stories have amassed over 200 million daily active users, surpassing the last count of 161 million that Snapchat announced alongside its IPO in February. As Snapchat tries to hold onto its lead in monetizing its messaging platform by updating their ad products and creating original content, brands should be aware of all the options they have and properly utilize the measurement tools available to more effectively measure their campaign performances.

 

Source: AdWeek

 

Toyota Connects Addressable TV Ads To Dealership Visits

Posted on by Lab Team

What Happened
Toyota marketers for the Gulf States region ran an addressable TV ad campaign last year that connected TV ads to dealership visits. In June and July, Gulf States Toyota targeted 652,000 households in Arkansas, Louisiana, Mississippi, Oklahoma and Texas based on data showing they were in-market car shoppers.

Working with partners such as audience data provider Experian, addressable TV ad seller AT&T AdWorks, and mobile location data firm NinthDecimal, the regional Toyota marketers were able to measure whether the TV ads led to an increase in foot traffic to dealerships by monitoring how many anonymized mobile devices associated with the targeted households showed up in stores. Pleased with the results, the regional Toyota marketer is planning to launch a similarly hyper-targeted campaign this summer.

What Brands Need To Do
This is the latest example of how brands can leverage the latest ad tech development in offline attribution to better measure their campaign performances. As more and more brands come to realize the importance of location data in measuring the full impact of digital campaigns, more and more ad platforms such as the ones from Google, Facebook, and Snapchat have all made efforts to team up with location data providers and improve their capability in tracking offline attributions. More brands may benefit from this trend and work with ad tech partners and consumer data providers to more accurately measure the real-world impact of their TV and digital campaigns.

 

Source: AdAge

Foursquare Teams Up With Nielsen To Map Offline Attribution Of Online Ads

Posted on by Lab Team

What Happened
Foursquare is teaming up with Nielsen to track the offline attributions of online ads, especially in terms of how they drive consumers into stores. As part of the partnership, Attribution by Foursquare will be integrated into Nielsen’s digital measurement products. This will generate real-time behavioral insights of anonymized consumers for customers of Nielsen’s measurement products, allowing them to measure the real-world impact of their digital campaigns.

What Brands Should Do
In the past, marketers would turn to Foursquare for measuring increases in foot traffic and go to Nielsen to measure in-store spending. Now with this integration, brand marketers can judge the effectiveness of their online campaigns in one place with a more streamlined process. As more and more brands come to realize the importance of location data in measuring the full impact of digital campaigns, more and more ad platforms such as the ones from Google, Facebook, and Snapchat have all made efforts to team up with location data providers and improve their capability in tracking offline attributions. More brands may benefit from this trend and should take note of new tools as they become available.

 

Source: MediaPost

Google Launches Conversions API For DoubleClick To Improve Offline Attribution

Posted on by Lab Team

What Happened
Google has introduced a Conversions API for its display ad network DoubleClick, allowing advertisers to connect offline activities like in-store purchases and phone bookings to their online campaigns. Advertisers can integrate offline customer data through Google-approved third-party partners, which include Oracle Data Cloud, Neustar, and LiveRamp.

What Brands Should Do
Taking advantage of this new API, DoubleClick advertisers can leverage attribution insights to adjust their campaigns, such as excluding existing customers from a campaign focusing on acquiring new customers, retarget customers who have placed a call but didn’t make a purchase, or offer discounts to frequent store visitors.

While still a relatively novel practice, offline attribution has quickly become a crucial part of digital ad measurement, with major players in digital advertising such as Facebook and Snapchat recently launching their own offline attribution tools to court advertisers. Brands should take a data-driven approach toward their digital marketing efforts and take note of new tools as they become available.

 

Source: DoubleClick Advertiser Blog

 

LinkedIn Adds Conversion Tracking To Display Ads

Posted on by Lab Team

What Happened
LinkedIn has added conversion tracking to its Sponsored Content and Text Ads. With this new feature, LinkedIn advertisers can now measure how many leads, sign-ups, and purchases are generated from specific ad units and campaigns. Marketers simply need to add a piece of code called LinkedIn Insight Tag to their websites to enable this tracking feature.

What Brands Need To Do
If your brand advertises or is considering buying ads on LinkedIn to reach its network of professionals, this addition should come as welcome news as it improves the attribution measurement of LinkedIn ads, granting marketers the ability to judge their campaign performance and adjust campaign budgets accordingly.

 

Source: AdWeek

Mastercard Taps PlaceIQ For Offline Attribution

Posted on by Lab Team

What Happened
Mastercard is teaming up with location intelligence firm PlaceIQ to offer brand marketers valuable consumer insights by combining purchase data with consumer behavior in the physical world. The partnership aims to combine Mastercard Audiences data with PlaceIQ’s proprietary location data and targeting tools to help retailers and businesses link what people buy to where they go in order to better understand their customers. The data from both parties will be anonymized and used to create segments that retailers and brand marketers can buy against to improve their ad targeting.

What Brands Need To Do
Offline tracking and attribution appear to be a hot trend in digital advertising right now as major players such as Facebook, Snapchat, and Foursquare all recently released their own offline attribution tools to court advertisers. By bringing purchase data from Mastercard into its ad platform, PlaceIQ is offering brand marketers a new targeting opportunity to reach their desired customers. While still a relatively new practice, offline attribution has quickly become a crucial part of digital ad measurement, especially for retailers and CPG brands. Therefore, brands should take a data-driven approach towards their digital marketing efforts and take note of the new tools as they become available.

 

Source: AdExchanger

Foursquare Adds Insights Dashboard To Attribution Product

Posted on by Lab Team

What Happened
Foursquare debuted an offline tracking tool named Attribution Powered by Foursquare in February, and now the company is adding a dashboard to the system to offer brands real-time insights. The dashboard features audience metrics including locations, age groups, gender, customer loyalty, and marketing category, and it aims to help brands tie the performance of their digital ads to real-life store visits. So far, 55 brands have signed up to use this offline attribution tool, including Anheuser-Busch, Peet’s Coffee, and Blue Bite.

What Brands Need To Do
As we pointed out when it was announced, this tool from Foursquare can help brands link mobile ads with offline behavior, offering a more dynamic look at attribution in real time so they can adjust their campaigns accordingly. By adding the dashboard, Foursquare is providing brands a more direct way to gauge how their ads are driving foot traffic to stores. If your brand is looking for a way to connect mobile ads to store visits, this Foursquare product may be worth checking out.

For more information on how brands can better utilize customer data to better understand shopper behavior and reach shoppers across channels, check out the Boundless Retail section in our Outlook 2016.

 

Source: AdWeek

ComScore Teams Up With xAd To Measure Offline Impact Of Digital Ads

Posted on by Lab Team

What Happened
Continuing the hot trend of ad-tech companies introducing offline attribution measurement for digital ads, online audience measurement firm comScore and location-based mobile ad network operator xAd are teaming up to introduce comScore Location Lift in xAd. Combining comScore’s campaign data with xAd’s mobile ad network, the new product allows advertisers to measure reach and track how their online campaigns affect foot traffic. The companies also plan to add cross-screen measurement and tools for tracking revenue later this year.

What Brands Need To Do
In this month alone, major social platforms including Facebook, Pinterest, and Snapchat have all forged partnerships with ad-tech companies for tracking offline attribution. So it makes perfect sense for comScore and xAd to come onboard and offer a great tool for brands with physical stores to gain some valuable insights on how their online campaigns are impacting store visits and use the learnings to inform future campaigns.

 

Source: AdWeek

Facebook Partners With Square And Marketo To Track Offline Purchases

Posted on by Lab Team

What Happened
A week after announcing its partnership with Quantium to improve its offline measurements, Facebook has once again stepped up its attribution game by partnering with Square and Marketo, both makers of point-of-sale systems, to track how well their ads lead to offline purchases. Even when no purchase is made, the social network will still be able to track store visits thanks to a new feature that matches smartphone coordinates from GPS, beacons, WiFi, radio signals, and cell towers with store locations.

What Brands Need To Do
With digital ad measurement becoming more accurate and sophisticated, advertisers have turned toward tracking their impact in the real world. Measuring offline sales and store visits driven by digital ads is especially important for retailers and CPG brands, as those metrics are the typical KPIs for measuring their campaigns. As social platforms appeal to advertisers by building out their attribution tools, brands should learn to leverage the new data they generate to inform their current and future campaigns.

 

Source: TechCrunch

Facebook And Pinterest Partner With Analytics Firms To Track Offline Attribution

Posted on by Lab Team

What Happened
In order to better measure how their ads impact offline sales and boost their ad attribution capabilities, Facebook and Pinterest announced new partnerships with Quantium and Oracle Data Cloud, respectively, earlier this week. For Facebook, the decision to team up with Quantium, an Australian data analytics and strategy firm, stems from their clients’ need to better understand the effectiveness of their ad spending on social media. Brands that have joined the beta test include L’Oreal, Kelloggs, and Proctor & Gamble.

As for Pinterest, the new partnership with Oracle Data Cloud aims to further convince brand advertisers of its conversion prowess. Citing the results of a new Oracle study, which “measured in-store sales for 26 Pinterest campaigns across major food and drink, household goods, and beauty brands,” the company says its Promoted Pins “drive five times more incremental in-store sales per impression” compared to other online advertising.

What Brands Need To Do
While measuring offline sales and store visits driven by online and mobile ads are still relatively new in ad attribution, they have quickly become crucial parts of digital ad measurement, especially for retailers and CPG brands. As social platforms like Facebook and Pinterest try to appeal to advertisers by beefing up their attribution tools, brands should learn to leverage the new data they generate to inform their current and future campaigns.

Sources: Mumbrella & Marketing Land