Beintoo Expands Targeting, Attribution Capabilities With Tapad Partnership
The company will leverage Tapad’s cross-device data to measure consumers’ online interests and in-store visits — and then retarget them accordingly.
Geo-behavioral data company Beintoo has struck a deal to license ad targeter Tapad’s cross-device analytics with a particular focus on offline attribution, as tech companies scramble to meet demands of brands who want to know if their campaigns are generating in-store sales.
The partnership affects Beintoo and its clients in two ways: Within the BeAudience platform, Beintoo will now be able to extend its own geo-data — based on consumers’ offline interests and intent from mobile — to devices other than smartphones. The goal is to build a “holistic view” of the consumer across mobile, tablet, desktop, and connected TV, allowing for cross-device retargeting.
Essentially, Beintoo seeks to serve messages more effectively by accurately targeting consumers who have already indicated an interest in certain products or visited a relevant store. Nielsen recently confirmed Tapad’s cross-device accuracy to be 91.2 percent.
“People-based, rather than device-based, marketing is more effective,” said Antonio Tomarchio, CEO of Beintoo. “The marketers want to find the right users at the right time. No matter where, no matter which device. Our data now enables them to find the right users in terms of offline content, no matter which device they’re using.”
Secondly, within its BeAttribution platform, Beintoo will use Tapad’s cross-device data to improve offline attribution analysis. This aims to give Beintoo clients better insight into the effect that each digital touchpoint — from mobile to connected TV — has on driving store visitation.
Tapad’s deal with Beintoo follows separate analytics partnerships with NinthDecimal and Placed. The arrangement between Tapad and Ninth Decimal’s mobile-based LCI platform, which tracks in-store sales lift, is based on location analytics from the San Francisco company’s publisher partners. In April, Tapad formalized its association with location analytics provider Placed for the same purpose of proving to clients that online, geo-targeted ads can be measured effectively. Although each agreement affects different clients, the overall affect is complementary.
As mobile ad spend continues to skyrocket, what physical retailers really want to know isn’t just if a user clicked on an ad; in order to truly understand a campaigns success, they need to know if it generated an in-store visit — and made the cash register ring.
“BeAttribution is based on a the dwell time of consumers within pertinent points of interests for an advertiser,” Tomarchio said. “After a desktop, mobile, tablet, or connected TV ad exposure, visit attribution is calculated by a minimum threshold of time spent within a place. The geo-behavioral aspect of BeAttribution offers the most natural understanding of how advertising affects consumer intent and behavior. And with Tapad’s accurate, scalable, cross-device data, we can now provide clients with a [more] holistic view into user behavior.”