Retailers who neglect mobile ad campaigns could be losing a huge chunk of in-store sales. Direct Marketing News magazine recently reported that a new study found mobile campaigns drive more than double the offline sales delivered by desktop ad campaigns. In the study by ad platform 4Info, mobile executions produced about $30 in sales per 1,000 impressions versus only $13 for desktop, with the average return on ad spend for mobile hitting 257%. 4Info claims its research is the first true benchmarketing of the mobile channel's impact on in-store sales. The study focused on 83 mobile campaigns by 59 brands in seven consumer packaged goods categories over their entire durations, with the average being 11 weeks, and was performed using Nielsen Catalina Solutions, which integrates Catalina frequent shopper data with Nielsen homescan to derive results representative of national activity. See the DM News story for links to more detail, including 4Info's free report download: http://www.dmnews.com/mobile-marketing/study-mobile-campaigns-drive-twice-the-sales-of-desktop/article/413941/
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Thursday, May 28, 2015
Tuesday, May 26, 2015
Off YouTube, Nearly Half of Web Video Ads Unseen
Video ads get great response–if they are seen. But almost half (46%) of video ads served across the Internet–excluding YouTube–will never be seen by consumers in the United States, according to a study from Google recently reported by The Drum marketing site. Viewability depends both on where an ad is served on a page and how quickly it disappears when a user scrolls. And nearly a quarter (24%) of video display ads today are scrolled off screen in less than two-seconds, according to the report, which recommends that advertisers use video players in a higher and more centrally located position on web pages. Another way to insure that video ads are seen is to go with YouTube. Google found that viewability figures massively improve when ads are served on YouTube, where over nine out of 10 will be viewable. Also, video ads are significantly more viewable on mobile devices, where 83% of ads are viewable, compared with 81% on tablet and just 53% on desktop. For the full story, read http://www.thedrum.com/news/2015/05/11/only-half-video-ads-served-across-web-will-be-seen-versus-91-youtube-says-google
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