In a sign of how mobile video advertising is getting more precise, brands such as Mars Chocolate North America and TruMoo are delivering instant-play video ads in popular applications based on offline shopping behavior and measuring the incremental in-store sales lift.
By leveraging offline purchase behavior data from Nielsen Catalina Solutions, consumer packaged goods brands hope to better target shoppers on Opera Mediaworks’ mobile advertising platform who have a higher propensity to purchase their products. Additionally, these marketers can measure the in-store incremental sales lift driven by ads for a better understanding of the return on investment for mobile video.
“Moms are consuming large amounts of short form video content on their mobile devices as they are always on the go,” said Alex Stone, director of digital at Horizon Media. “Mobile video is a great way to reach moms that have purchased a brand’s product or a competitor’s product to deliver them a relevant message.
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