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BizReport : Mobile Marketing : May 12, 2015


Benchmarks provide proof of mobile's effect on in-store sales

The much-maligned mobile banner ad has been given a boost, at least in terms of their effectiveness in driving retail sales, according to a new series of benchmarks released by 4INFO.

by Helen Leggatt

Using data derived from more than 83 mobile campaigns run on Catalina's ad platform (BuyerVision), which is powered by 4INFO, the companies have shown that their advertisers saw mobile campaigns drive more than double the sales of desktop campaigns (from the BuyerVision platform). Mobile executions produced about $30 in sales per 1,000 impressions versus only $13 for desktop, with average return on ad spend for mobile hitting 257%. According to 4info CEO Tim Jenkins, "87% of the campaigns were standard banner ads" and ran for an average of 11 weeks.

The "first-of-their-kind" benchmarks will provide mobile advertisers with the ability to compare in-store sales lift and return on advertising spend across several categories.

"As investment has increased dramatically for mobile advertising over the last few years, there are two key elements that marketers and agencies are still grappling with. One is how to scale addressable audiences across mobile screens, and the other is in understanding the offline sales impact of the investment. BuyerVision Mobile was created to solve both of these elements," said Debbie Wogan, Vice President, Digital Advertising for Catalina.

"It's our expertise in purchase-based targeting, deep shopper insights and measurement that brands value and rely on today. We're pleased to make our experience and these new benchmarks available to help advertisers more strategically plan and leverage their mobile ad campaign performance into significant brand sales."






Image via Shutterstock

Tags: advertising, benchmarks, mobile, sales








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