Tech company 4INFO and Catalina, a personalized digital media company, have launched the mobile advertising industry’s very 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,” explains Catalina in their report summary. “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.”
The new benchmarks incorporate data from mobile ad campaigns using NCS data combined with Catalina’s frequent shopper data, as well as Nielsen Homescan to ensure national representation.
Brand advertisers now have key performance benchmarks for evaluating mobile ad campaign results. Some findings so far include average returns of $2.57 on ad spend for mobile ad campaigns (some returns exceeding 1,000 percent); a 15 percent ROAS increase over BuyerVision desktop campaigns; and that mobile banner ads produce roughly $30 in retail sales per 1000 impressions.
“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 year ago. Today, national marketers are demanding our unprecedented capability and high standards for success in mobile.”
For a full white paper detailing sales-lift benchmark results for mobile advertisers, click here.