Why is it so difficult to measure mobile advertising ROI? In our 2016 report, we take an in-depth look at mobile attribution approaches for measuring foot traffic, how they work, and additional factors to consider when choosing a measurement provider.
Automotive marketing has long been organized into three well-established tiers. CPG brands upping their investments in mobile advertising can learn from the auto vertical’s use of location data to better link their targeting and creative strategies.
Brand marketers know their consumer segments, but reaching those segments on mobile isn’t always easy. Location-based audience tools leverage context, demographics, and consumer location profiles to enable campaigns that truly connect with the target audience.
More and more consumers are researching purchase decisions on mobile devices, and mobile is quickly overtaking desktop as the dominant digital channel. Marketers face the challenge of influencing purchase intent in a world where audience segments have blurred, customers are on-the-go, and purchase decisions can occur in a matter of seconds.
Thinknear worked with a large skin care company to develop a mobile campaign for their sunscreen product that would resonate with beach visitors and other enthusiasts of outdoor summer activities. We leveraged real-time user location data and a proprietary place database to target users and to drive brand awareness and retail sales.
Thinknear worked with a large pharmaceutical company to develop an engaging mobile experience designed to build awareness for an allergy medication. The brand’s goals were to encourage trial of the allergy medication in areas of the U.S. in which pollen counts were well above average.
Consumer packaged goods (CPG) marketers are increasingly faced with difficulties in reaching specific audience segments. With so much data on hand, it’s important to parse through it and discover the “why” behind consumer preference. Only then can you optimize marketing campaigns so your ads reach those most likely to connect with your brand.
Post Foods sees ad engagement increase up to 31% with a location-based audience campaign compared to a control group of a DMA-level, generically targeted campaign.