Demise of the Click? Store Visit Metrics Extended to Desktop Ads

Placed logoI’ve been arguing for some time that the new “offline analytics” capabilities that smartphones enable would eventually make offline measurement a requirement of online (not just mobile) ad campaigns. In that direction, this morning location-analytics provider Placed and Dstillery announced a partnership “to deliver cross-channel measurement solutions for brands.”

In a test of the partnership technology integration, Placed and Dstillery measured the in-store impact of a PC ad campaign for major department store. Smartphone owners who visited the retailer’s locations (captured by Placed’s panel) were tied back to PC ad exposures using Dstillery’s “CrossWalk multi-device technology.”

I’m speculating but it probably works not unlike what I described with 4Info: correlating smartphones, homes and PC IP addresses.

The test campaign reportedly “boosted in-store sales by five percent and increased the likelihood of consumers visiting the retailer’s brick and mortar store by 34 percent.”

There are a number of ways to measure offline impact/in-store lift. Facebook, Google and Twitter all work with Datalogix for example. But that methodology relies on loyalty card data and may not capture the full impact of ad campaigns on store visits. Indeed no method of offline tracking is totally accurate or comprehensive.

These new mobile-based tools and metrics didn’t even exist a couple of years ago. Now they’re quickly being adopted by smart brands and agencies to get a more complete picture of the online-to-offline effect, which is where most transactions take place. One day, if these offline measurement tactics continue to proliferate and mature, we may even see the demise of CTR (except in search).

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