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BizReport : Ecommerce archives : May 17, 2012

Studies: Targeting improves in-store buys, mobile ads missing mark

A new report out from Legolas Media and SymphonyIRI links online targeting to an increase of nearly 20% for in-store sales. According to the study of more than 50 million rich media and banner impressions on premium websites targeting ads according to purchase history led to the largest increase in in-store buying.

by Kristina Knight

That increase was seen from both the purchase of an advertiser's products and the purchase of a competing brand's products. Some interesting findings from the Legolas/SymphonyIRI study include:

• Regular brand purchasers in-store buys increased by 48% after exposure to a targeted, online ad
• Shoppers who purchased a competitor's product and were then exposed to a targeted ad showed a 23% in-store purchasing lift

In a related report, Scanbuy data shows QR/barcode scans through their ScanLife app and third-party apps has increased to 13 million (Q1 2012). Barcodes link in-store shoppers to online/mobile information. That is a more than 150% increase over Q1 2011 numbers. The most likely to scan barcodes are men aged 25-34; codes offering access to video, apps and product information were most likely to be scanned.

Meanwhile, for mobile advertisers news isn't great on those action engagements. New data from Marchex indicates up to 76% of click-to-call clicks are 'bad'; most are chalked up to accidental clicks or 'butt-dials'.

But, there is light on the horizon - while only about 10% of Mobile Display Partner calls were shown to be leads more than one-third (38%) of Online Directory Partners calls were shown to be leads.

What this indicates is that simple 'click to call' ads are mistakenly clicked, but including business information in a directory helps potential clients find the businesses they need.

Tags: ad trends, ecommerce trends, Legolas, m:commerce trends, Marchex, mobile marketing, online advertising, ScanBuy

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