Beyond CTR: Tracking the Impact of Mobile Ads on Store Visits

Screen Shot 2013-09-09 at 8.28.17 AMTo date most marketers have relied largely on click-throughs as the measure of mobile advertising’s impact. Many mobile marketers also track “conversions” (online only). Those metrics miss most of the impact and influence that mobile ads have on consumers — which play out offline.

As I’ve indicated, online-influenced offline spending is at least 10X e-commerce (approaching $2 trillion). And offline consumer spending is 94% of all US retail.

The advent of indoor location and the ability to track people’s arrival at stores will prove to be something of a revelation for the mobile ad industry. It won’t eliminate other metrics but will provide a critical tool to determine the actual impact of mobile (and later online) advertising on real-world spending.

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Offline, in-store tracking of mobile ads is already here. Tomorrow we’ll explore that in more detail, together with metrics and case studies in a free webinar featuring Placed CEO David Shim and xAd VP Monica Ho. The free webcast is tomorrow, September 10th, 1:00pm ET / 10:00am PT.

Topics:

  • The market trend toward closed-loop measurement
  • How offline panel measurement works
  • What new insights are now available to marketers, publishers and networks
  • Why offline ROI measurement is a key to shifting more ad budgets to digital
  • A just-completed case study on mobile-to-store measurement

Register for this free webcast

Placed and xAd will also be speaking at the Place Conference on October 8 in SF on a panel called “ad tracking to the point of sale.” Duncan McCall of PlaceIQ and Jeremy Geiger, CEO of Retailigence, will also be on that panel. PlaceIQ will offer a major retailer case study as part of the discussion.

Tomorrow’s webinar will be eye-opening for everyone interested involved with mobile advertising (or in local). It’s free to attend but you have to register.

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