Opera Mediaworks, Nielsen Catalina Employ Offline CPG Purchase Data To Target Mobile Video Ads
Mars, TruMoo, and Horizon Media have signed up for the attribution modeling effort.
Proving whether mobile video ads drove in-store sales of consumer packaged goods is the promise that smartphone ad platform Opera Mediaworks and shopper tracker Nielsen Catalina Solutions say their new alliance can achieve.
In addition to addressing in-store attribution, the collaboration offers CPG marketers a platform to deliver high-def mobile video ads. The ad delivery is based on consumers’ offline purchase patterns and history.
“Now, brand advertisers can be confident that their mobile campaigns will reach consumers with the highest propensity to buy,” said Leslie Wood, NCS’ chief research officer. “In addition, they can measure the true incremental sales of their advertising, rather than rely on imprecise metrics like buy rates. The combination of these two things allows for much greater precision in mobile video advertising.”
Another big promise: The video ads load instantly, something that should, at the very least, reduce viewer annoyance and possibly raise engagement levels. The first marketing launch partners are Mars Chocolate North America and dairy products brand TruMoo. The advertisers are also joined by independent buying and planning agency Horizon Media.
“For a company like Mars Chocolate, with such a massive portfolio of brands in the CPG category, this represents a huge opportunity to apply first-hand consumer intelligence to campaigns across a number of products,” said Amanda Zaky, digital media lead for the candy maker. “Being able to see the nuances of purchase behavior helps us understand the small shifts we can make to target and capture new customers.”
The data Opera and NCS are giving advertisers like Mars is consumer info based on loyalty-card data from over 90 million U.S. households via over 18,000 major grocery and drugstore retailers nationwide.
“This new capability is exciting because it helps answer the ROI measurement questions that clients pose to Horizon on a frequent basis,” said Alex Stone, Horizon Media’s director of digital. “The turnkey, closed loop measurement of our mobile media activations for TruMoo advances how we determine the success of our campaigns.”
The partnership between Opera and NCS comes amid a flurry of deal-making, both in terms of formal relationships and acquisitions designed to aggregate and understand consumers’ online-to-offline purchase behavior.
Late last month, for example, international conglomerate Tyco bought in-store data provider ShopperTrak for $175 million. Last spring, Catalina began working with cross-screen attribution platform 4INFO on combining data sets for improved mobile ad targeting for CPG brands.
The rise of Big Data has propelled these partnerships simply because access to consumer analytics is more actionable than ever, but, paradoxically, it’s also more difficult for agencies and their clients to sift through. In addition, Catalina itself has found that CPG brands are increasingly competitive at the shelf-level, as sales volume was down in the first half of 2015, despite the decent growth in the wider economy.
Whether this alliance and others like it can help brands take advantage of new capabilities and meet present challenges remains to be seen. But it’s safe to say that whichever combination of data sets can produce faster, more positive results at the checkout line will win.
In the case of this deal, NCS data will underlie the targeted ads and offline sales measurement across Opera Mediaworks’ mobile advertising platform, which claims a reach of 285 million U.S. mobile devices.
“There is an opportunity here for marketers to take what has been considered the gold standard of CPG purchase data and combine it with the best mobile ad experiences available in the marketplace,” said Mike Owen, EVP North America Sales, Opera Mediaworks.