Apr
02
SMG to Track How Mobile Ads Lead to In-store Visits
Posted in: Uncategorized
Starcom MediaVest Group has partnered with New York City-based startup PlaceIQ to unlock mobile marketing’s great mystery: when someone shown a mobile banner ad is enticed to walk into a store.
The metric, which PlaceIQ calls Place Visit Rate, uses location data to illustrate what percentage of customers served a mobile banner ad for a retailer subsequently visited one of that retailer’s stores.
PlaceIQ conducted a case study on the technology for one of SMG’s retail clients that showed a correlation between customers being a shown an ad and ending up in store. Neither PlaceIQ or SMG would disclose which retailer was involved. SMG’s retail clients include Best Buy and Walmart.
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