MAW has learned that SITO Mobile Ltd., a leading mobile engagement platform, has rolled out a newly expanded Real-time Verified Walk-In Service. The service provides independent verification and attribution for media campaigns featuring location-based key performance indicators (KPIs).
And for the first time, the Data-as-a-Service (DaaS) mobile marketing solution isn’t confined to campaigns on SITO Mobile’s platform; it’s now available for campaigns running on alternate third party platforms, trade desks, and Out of-home (OOH) mediums.
“SITO launched this expansion of its proprietary campaign measurement and attribution service, Real-time Verified Walk-In (VWI), to provide the advertising marketplace with much needed location-based campaign attribution and performance metrics and to address the overall need for greater attribution transparency,” the company tells us.
VWI is a technology that advertisers can use to measure and optimize ad campaigns based on resulting foot traffic at brick and mortar locations.
Use of the proprietary VWI technology was previously limited to mobile ad campaigns managed in-house by SITO. Launched in early 2016 in tandem with SITO’s location-based targeting capabilities, it provided marketers with real-time access to closed loop, 1-to-1 in-store attribution for the first time.
“Mobile marketers are continually looking for campaign transparency along with additional metrics beyond click-thru rate to measure the success of their media,” said Jon Lowen, SITO Mobile’s EVP of Operations and Product Development. “Expanding the capabilities of Real-time Verified Walk-In and making it compatible with other media vendors gives more marketers the opportunity to tap into these metrics and even make real-time in-flight adjustments based on this foot traffic data.”