4INFO and Catalina Announce Industry’s First Benchmarks for Measuring Mobile Ad Campaigns Based on In-Store Sales Lift
San Mateo, Calif. May 1, 2015 — 4INFO, the fast-growing technology company solving the challenge of mobile attribution for national brand advertisers, and Catalina, the personalized digital media company, today announced the mobile advertising industry’s first benchmarks for measuring mobile ad campaigns based on in-store sales lift.
These first-of-their-kind benchmarks provide mobile advertisers the ability to compare in-store sales lift and ROAS to other campaigns across several categories. Catalina’s mobile and online advertising platform, BuyerVision, is powered by 4INFO. Together they are uniquely positioned as the first to have collected statistically significant in-store sales lift measurement results on national brand mobile ad campaigns to establish benchmarks and guide brand marketers in evaluating what matters most: the return on investment of their mobile ad spend.
Until now, performance benchmarks for sales lift measurement for CPG and other verticals in mobile advertising have not been available. Brand marketers need the assurance that comes with knowing what to expect from their campaigns. That assurance comes from being able to target highly qualified consumers via past-purchase shopping behavior and accurately measure results that matter – including the ability to directly connect offline and online sales to their mobile campaigns.
The new mobile advertising benchmarks represent data calculated from mobile ad campaigns using the NCS data which integrates Catalina’s frequent shopper data with Nielsen Homescan to ensure national representation; 4INFO’s mobile ad technology, and Nielsen Catalina Solutions measurement platforms. Details include:
Brand advertisers now have key performance benchmarks to evaluate their mobile ad campaign results, including:
Catalina’s BuyerVision Mobile, powered by 4INFO, has enabled precise mobile ad targeting for more than 200 national brand advertisers since it launched in 2013 including 8 of the top 10 largest CPG companies and 6 of the 10 largest retailers— with the unprecedented ability to measure in-store sales lift from mobile ad spend. In fact, Catalina’s BuyerVision Mobile national brand customers realized more than $100 million in incremental sales.
“Our experience providing sales lift measurement results over the past three years for top brands has positioned us to take the lead in establishing much-needed performance measures to guide brand advertisers as they continue to increase their investment in mobile,” said Tim Jenkins, CEO of 4INFO. “We were the lone voice guiding major brands to focus on measuring what matters most when we built our platform two years ago. Today, national marketers are demanding our unprecedented capability and high standards for success in mobile.”
4INFO and Catalina will be regularly updating the benchmarks as campaign measurement data expands. Benchmark data will be expanded to include other major industry categories, including financial services, automotive and dining.
“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.”
4INFO and Catalina will release a full white paper detailing their sales-lift benchmark results for mobile advertisers on May 1, 2015. To download, go to http://bit.ly/1DAdi6h.