Using closed-loop media solutions across devices, in addition to precise audience targeting technology, Prove is able to outline customer segments to include those who regularly visit specific locations.
CLOSED-LOOP: THE OPPORTUNITY
Closed-loop offers the instantaneous answer to “Are my ads working?” Measure the impact of mobile ads on driving foot traffic into your locations by connecting where your customers go with what they buy, by measuring against a control group to determine lift via GPS-proof of people showing up at a physical location that was advertised.
What does this mean for brands and marketers?
Your mobile campaign reaches your target audience, but your target audience will likely visit your location anyway. Closed-loop lets you know that your campaign drove an actual increase in store visits.
CLOSED-LOOP: HOW IT WORKS
How is closed-loop marketing planned and executed?
Digital ad impressions shown and mobile website behavior will be correlated via location tracking to real world locations and purchase data.
To prove ad effectiveness, we compare results of people exposed to your content, people who interacted with it, and people who were not exposed. Because location data is available regardless of whether the user was exposed to an ad, you can clearly see the behavior of the Control group and the behavior of those exposed to the ad.
Closed-loop ensures that a customer’s media experience will be progressive across multiple devices, channels, and environments, and throughout multiple funnel stages.
MOMENTS THAT MATTER
Showing consistent creative to people who regularly visit means that you reach the most relevant audience and barely have to change behavior!
Varying media formats between mobile and desktop devices will allow us to explain the product benefits to those who were previously at the pump, reach them when they’re at home, and remind them to purchase when they’re near the pump again.
MODERN TECHNOLOGY LETS US PROVE ONLINE-TO-OFFLINE EFFECTIVENESS
“Closed loop display ads” can now be used to prove that people exposed to ads subsequently visit related locations, I.e. Gas Stations (use the image with the satellite)
BORDER GRILL CASE STUDY
Prove assembled a display media campaign to promote new menu items and convince audiences to visit their local Border Grill restaurant.
Solution: Precision-Targeted Display Ads
Results: 28% lift in foot traffic to the selected restaurants