Data: cross-device campaigns 60 percent better than PC-only for offline conversions

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According to new data from NinthDecimal, cross-device ad campaigns perform 60 percent better than desktop-only campaigns when it comes to in-store conversions. There was an average 24 percent incremental lift in store visits for cross-device campaigns vs. a 15 percent incremental lift for PC-only campaigns according to the company.

These benchmarks come from an research of more than four billion impressions across a wide range of digital campaigns upon behalf of advertisers measuring digital-ad-influenced offline visits. Some of the companies using offline detrimental in this context embody Target, Toyota, McDonalds as well as many others with physical locations. Last year, agency ZenithOptimedia broadly adopted NinthDecimals LCI location intelligence platform as a tool to measure offline activity as well as for cross-platform analytics.

Many marketers still think of location as well as location data as primarily about real-time geofencing. However location analytics can be broadly applied to audience segmentation or targeting as well as then operate as a kind of standard to measure ad performance where offline visits or actions have been an objective. beyond desktop as well as mobile, this now extends to traditional media such as outdoor, TV as well as direct mail.

David Staas, president of NinthDecimal, argues that mobile is now the glue for all media, enabling an apples-to-apples comparison of performance across channels. Historically it was difficult or impossible to do this, except through call tracking, which is utilitarian but incomplete. In alternative words location analytics/store visits can operate as a kind of universal metric for media, except where the conversion is quite online.

At the highest level NinthDecimal (and others) associate mobile devices with households, IP addresses as well as alternative identifiers to measure ad exposures as well as then tracking offline stroke through offline mobile presence. NinthDecimal is careful to indicate outthat this is all finished in an anonymous as well as remoteness compliant way. Various methodologies have been used to eliminate false positives as well as to disambiguate audiences.

For consumers, mobile is apropos the primary internet access point. For marketers mobile is the sequence between the digital as well as physical worlds for stroke measurement.

Staas told me that among brands, offline detrimental is starting to become more important. He said he didnt think it would entirely replace proxy metrics such as impressions, clicks or engagement. However, offline detrimental provides insight into which of those metrics is meaningful in terms of real-world behavior.

Several studies, including one by xAd, argue theres an inverse relationship between mobile ad clicks as well as store visits. Thus optimizing for clicks may be the wrong thing for mobile marketers to do. Indeed, comScore has made similar arguments for years clickers as well as buyers have been not necessarily the same when it comes to offline conversions.

Using location data, marketers can now optimize in real time, mid-campaign against foot trade or store visits. NinthDecimal customers as well as partners have been doing this. A number of alternative companies have been doing similar things, using location to segment audiences for targeting and/or real-world detrimental with varying degrees of sophistication. In addition to NinthDecimal as well as xAd, they embody Google, Facebook, Foursquare, Factual, Placed, Verve, SITO mobile, ThinkNear,UberMedia as well as YP.

This is a erotically appealing as well as powerful new set of tools. Location as well as location targeting have long been poorly understood by most marketers. And in an increasingly fragmented as well as complex media world, those marketers that neglect to adopt these capabilities will have at best only a partial view of how their media have been performing.

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