4INFO and Catalina Announce Industry’s First Benchmarks for Measuring Mobile Ad Campaigns Based on In-Store Sales Lift

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New benchmarks establish performance measures in mobile advertising to guide national brands in evaluating return on investment; Mobile brand advertisers now have benchmarks for success – including average ROAS of $2.57 – definitive proof that mobile advertising drives in-store sales lift

4INFO and Catalina will release a full white paper detailing their sales-lift benchmark results for mobile advertisers on May 1, 2015. To download, go to http://bit.ly/1DAdi6h.

4INFO, the fast-growing technology company solving the challenge of mobile attribution for national brand advertisers, and Catalina, the personalized digital media company, today announced the mobile advertising industry’s 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. 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.

Until now, performance benchmarks for sales lift measurement for CPG and other verticals in mobile advertising have not been available. Brand marketers need the assurance that comes with knowing what to expect from their campaigns. That assurance comes from being able to target highly qualified consumers via past-purchase shopping behavior and accurately measure results that matter – including the ability to directly connect offline and online sales to their mobile campaigns.

The new mobile advertising benchmarks represent data calculated from mobile ad campaigns using the NCS data which integrates Catalina’s frequent shopper data with Nielsen Homescan to ensure national representation; 4INFO’s mobile ad technology, and Nielsen Catalina Solutions measurement platforms. Details include:

  • A total of 83 mobile measurement campaigns were analyzed across a variety of leading CPG brand categories.
  • Campaign duration was from 4 to 38 weeks, with an average of 11 weeks
  • Within the campaigns are seven CPG categories, including: beverage, baby, food, general merchandise, health & beauty, over-the-counter and pet.

Brand advertisers now have key performance benchmarks to evaluate their mobile ad campaign results, including:

  • An average $2.57 Return on Ad Spend for mobile ad campaigns, some returns exceeding 1,000%
  • A 15% ROAS increase over BuyerVision desktop campaigns
  • Mobile banner ads produce roughly $30 in retail sales per 1000 impressions

Catalina’s BuyerVision Mobile, powered by 4INFO, has enabled precise mobile ad targeting for more than 200 national brand advertisers since it launched in 2013 - including 8 of the top 10 largest CPG companies and 6 of the 10 largest retailers— with the unprecedented ability to measure in-store sales lift from mobile ad spend. In fact, Catalina’s BuyerVision Mobile national brand customers realized more than $100 million in incremental sales.

“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 years ago. Today, national marketers are demanding our unprecedented capability and high standards for success in mobile.”

4INFO and Catalina will be regularly updating the benchmarks as campaign measurement data expands. Benchmark data will be expanded to include other major industry categories, including financial services, automotive and dining.

“As investment has increased dramatically for mobile advertising over the last few years, there are two key elements that marketers and agencies are still grappling with. One is how to scale addressable audiences across mobile screens, and the other is in understanding the offline sales impact of the investment. BuyerVision Mobile was created to solve both of these elements,” said Debbie Wogan, Vice President, Digital Advertising for Catalina. “It’s our expertise in purchase-based targeting, deep shopper insights and measurement that brands value and rely on today. We’re pleased to make our experience and these new benchmarks available to help advertisers more strategically plan and leverage their mobile ad campaign performance into significant brand sales.”

4INFO and Catalina will release a full white paper detailing their sales-lift benchmark results for mobile advertisers on May 1, 2015. To download, go to http://bit.ly/1DAdi6h.

About Catalina
Catalina’s personalized digital media drives lift and loyalty for the world’s leading CPG retailers and brands. Catalina personalizes the consumer’s path to purchase through mobile, online and in-store networks powered by the largest shopper history database in the world. Catalina is based in St. Petersburg, FL, with operations in the United States, Europe and Japan. To learn more, please visit http://www.Catalinamarketing.com or follow us on Twitter @Catalina.

About 4INFO
4INFO is a fast-growing mobile technology company solving the mobile attribution challenge for national brand advertisers to measure the ROI that matters most: sales lift at the cash register. A privately held company, 4INFO’s brand ad revenue has tripled consecutively since 2012 — and continues to experience exponential growth. Leading brands — including 8 of the top 10 largest CPG companies, 6 of the 10 largest retailers, and 5 of the largest auto manufacturers — rely on 4INFO’s unparalleled scale and experience to deliver their mobile and cross-channel campaigns. 4INFO’s patented technology ties mobile devices to more than 90 percent of U.S. households. 4INFO’s flagship product — AdHaven Bullseye — enables advertisers to target consumers with the same precision as online and direct mail advertising. AdHaven Bullseye anonymously matches mobile device data to household-level purchase data providing the ability to measure actual sales results from a mobile ad spend. Launched in March 2013, 4INFO’s AdHaven Bullseye has already powered more than 300 mobile ad campaigns for more than 200 national brand advertisers with impressive accuracy and results: ROI averaging 257% and as high as 1000%, and market share increases at the expense of competitors. 4INFO collaborates with the most trusted 3rd party data providers of purchase and lifestyle data — including Acxiom, Experian, Nielsen, and Nielsen Catalina Solutions. On the forefront of mobile innovation since 2004, 4INFO is headquartered in San Mateo, Calif., with offices in New York, Los Angeles, Chicago and Boston. Learn more at http://www.4INFO.com.


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