Asda and Starbucks have signed up for a location-based mobile ad service in a bid to drive customers to local stores over the seasonal period.
According to the company behind the scheme, geotargeting network xAd, initial results have shown an average of more than a 60% lift in store visits following test campaigns.
xAd is an established location ad platform business in the US and is rapidly expanding into new markets. The platform has 320 billion available ad impressions globally and reaches over 160 million individual consumers.
In what is claimed a UK first, xAd’s has been running trials with some of the retail industry’s biggest brands to show how mobile ad campaigns can directly impact and drive what it calls “store visitation lift (SVL)” as well as affect brand awareness and recall of a particular product or creative campaign that a retailer is advertising at a specific time.
SVL as opposed to the traditional CTR measures the increase in footfall as a direct result of a mobile ad campaign. It allows advertisers to see that even an incremental increase in consumers stepping inside the store post mobile ad exposure is a powerful proposition.
Asda head of digital marketing Chris Chalmers said: “The trial has shown us the true potential for location-based campaigns. Early results show a real lift in store visits and we can see the impact of specific promotions which is critical in the run-up to Christmas.”
xAd general manager EMEA Theo Theodorou said: “We commissioned a study with Nielsen earlier in the year which measured 80 campaigns from 12 brands across a total of 200 million impressions.
“The results were pretty conclusive – clicks alone are a poor indicator of ad performance and can be completely unrelated or even negatively correlated to calls or store visits. In fact, campaigns with lower CTRs were often associated with the highest offline in-store visitation rates.
“The big high-street brands are becoming increasingly innovative when it comes to capturing shopper attention,” he added. “It’s vital we can measure the impact of that innovation and attribute a lift in the metrics that matter – people at the till, spending money.”
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a UK first, xAd’s has been running trials with some of the retail industry’s biggest brands to show how mobile ad c…http://t.co/6rpK4RpPI1