Word on the street is, mobile is poised to crush digital media spend… and there’s no doubt your
brand is gonna want in.
But your team wonders. “How do we even know mobile ads will be effective? What can we
measure? ”
Now, when someone says measurement, you probably think, *click*… “hey, we measured that!”
But what if I told you NCS can measure the actual incremental retail sales lift from your
campaign? It’s about going beyond directional indicators like impressions and reach, or
misleading indicators like click-thru rate or vague terms like “total sales”: we’re talking about
REAL incremental sales measurement here: using test and control groups post-campaign, based
on hundreds of factors over a shopper’s purchase history, to measure the change in behavior
from the buyers who saw your ad, versus the “identical” buyers who didn’t. THAT’S incremental
sales.
Wait, what? How’d they do that?! Hold on, let’s back it up a second and get a grip on how mobile
ad campaigns work.
the vast majority of mobile ad inventory you want to buy occurs inside apps, as opposed to the
mobile web. You’ll want to measure in-app as that market share expands, because cookie data on
the mobile web is still hit or miss. Mmmm, cookies.
{read that line in a voice like cookie monster: “Mmmmmm Cookies”}
Ok, so: where do you run your ad? For starters, Nielsen Catalina Solutions has linked shopper
audiences with many top-tier mobile publishers. In addition, we also work with nearly any
publisher
who can integrate their exposure data through LiveRamp. This is an easy process, so no worries
about owing any favors to I.T.
We then pair up your mobile campaign’s audience data to the buying behavior of the NCS
dataset: that’s more than 70 million households with over 52 weeks of purchase history.
---- Vendor-centric variation of 3b thru 3d --So, now you’re ready to launch your mobile campaign and measure it with NCS, and our top-tier
publisher. Release the impressions! As your ad runs,
the mobile device IDs of your audience are logged to measure ad exposure across phones, tablets or
phablets.
We then synch up your mobile campaign’s audience data to the buying behavior of the NCS dataset:
that’s more than 70 million households over 52 weeks of purchase history.
And that’ll do it! Your campaign completes its run, NCS analyzes the results, and you head back
into the conference room with data that actually impacts a brand’s bottom line.
Looks like our mobile campaign performed brilliantly. The majority of our sales came from new
buyers, driving impressive dollar share shift at the expense of our two biggest competitors. And,
because NCS matches up test & control groups on everything from demographics to stores
visited to geography to specific product preference, we’ve proven a 9% lift in incremental sales
based on what consumers actually spent above and beyond their typical buying habits. All in all,
for every media dollar spent, we saw a return on ad spend of $3.86, outperforming the
benchmark for similar mobile campaigns by 1.3x.”
Ready for real campaign metrics? Still have questions about mobile? Get in touch with NCS at
[email protected], or on Twitter @NCSolutions