Six months after launching ‘Branding To Store’, its powerful mobile advertising solution for retailers wanting to drive customers to their outlets and FMCG brands that need to attract consumers to stores that stock their products, TabMo is publishing the results of the first-ever benchmark study into campaigns using this tool.
The full study is attached, and the topline results are as follows:
- On average it costs just $6 to drive a consumer to store
- Thursdays, Fridays and Saturdays are the best days to generate store visits
- Expandable mobile banners and interstitials are the most effective mobile ad formats
Until now there has been almost no investment in testing the return on investment of mobile advertising; the objective of our study is to offer transparency in the form of insight on the performance and effectiveness of drive-to-store mobile ad formats.
TabMo analysed the results of 55 programmatic campaigns delivered between 1 March and 30 August 2018 on its DSP Hawk using adsquare’s footfall measurement tools.
These were split across 13 vertical sectors (as defined by the IAB): alcohol, automotive, beauty, business, buying and selling cars, clothing, food and drink, health, hobbies and interests, national parks, travel, shopping, and style and fashion.
‘Branding To Store’ is the first mobile advertising solution that combines the automated creation of a drive-to-store ad format with the ability to measure the real-time uplift in footfall traffic resulting from the campaign.
The unique feature has been built to meet the needs of TabMo’s retail brand clients and the agencies representing some of these brands. Since launch it has been used by a variety of advertisers across a range of vertical sectors to drive audiences and customers to events, shops and other points of interest. It is available on TabMo’s self-service creative mobile demand side platform (DSP), Hawk, in partnership with mobile data exchange adsquare.
‘Branding To Store’ is the only product of its kind that simplifies the creative process by enabling advertisers to build their ad directly within the advertising platform. adsquare data and analysis separates organic store visits from those generated directly by the mobile ad, giving retailers a true figure for their return on advertising investment.
The offering provides the consumer with a new mobile shopping experience. Once they have engaged with a brand message, the rich media ad format offers features such as a GPS map showing the best route from their current location to their nearest store or retail outlet.