Location-based ad attribution primarily is thought of connecting a marketing message to a general store visit, but as consumer packaged goods seek greater ROI on their online ads, they want to know whether their ads were able to generate a purchase at the checkout line.
Geo-data specialist PlaceIQ has been working with CPG shopper tracker analytics provider IRI since Dec. 2015 on making those connections between the point-of-sale and consumers’ locations in the world when viewing a mobile ad.
“We can capture the location signals at stadiums anonymously and see which mobile devices that were exposed to the ad at that time and then match that with IRI’s data at the checkout,” PlaceIQ CEO and co-founder Duncan McCall told GeoMarketing. “But there’s more to it than just identifying that connection. We also found that event visitors spent, on average, twice as much as the control group that were not exposed to the stadium ads. In the end, we were able to quantify and prove that the more events you actually saw additional lift.”