New tool helps retail marketers track and measure customer conversion across devices
Opera Mediaworks expands “RISe” Retail Intelligence Suite ahead of Black Friday and holiday shopping season
Retail marketers can now understand the impact of their mobile media advertising campaigns during Black Friday and other e-commerce sales — even if consumers use multiple devices before completing a purchase.
With the help of Opera Mediaworks’ cross-screen attribution system, Fuse, extending the features of its Retail Intelligence Suite, marketers can solve the problem of cross-screen sales attribution. The launch of the tool, available today, comes at a key time, as retail marketers use mobile media to drive online and in-store sales during the holiday shopping season.
“Marketers know that advertising on mobile devices plays an important role in purchases that may occur on desktop and other digital devices,” says Scott Swanson, President of Global Advertising Sales at Opera Mediaworks. “This tool solves that problem by virtually fusing together multiple screens to create a more comprehensive story about how people are influenced by mobile ads.”
Mobile attribution for multi-device consumers
Consumers today are not tied to one device, but instead move seamlessly from one screen to another. Seven out of 10 American mobile users use three or more devices, and 31% of consumers switch devices when discovering, researching and purchasing products, according to Forrester.
Multi-device consumers might see and interact with a rich-media ad on their smartphones, but they may not have enough time to convert and make the purchase in that moment.
However, that mobile ad might have made a big impact, urging that person to search and buy later or convert to purchase when they are exposed to the brand again at a better time (e.g., on a desktop computer during a lunch break or a tablet on a Sunday afternoon).
Fuse maps multiple devices to one consumer
Rather than credit these conversions to the final experience only, Fuse maps multiple devices to one consumer. The goal is to understand how various mobile ads lead the customer down the path to the ultimate purchase, on another of their mobile or personal computing devices.
Fuse adds to Retail Intelligence Suite for retail and CPG brands
Fuse is the latest addition to Opera Mediaworks’ Retail Intelligence Suite (RISe), which includes mobile targeting, engagement and measurement products specifically designed for retail and consumer packaged goods (CPG) brands.
- Advanced geo-fence targeting, which allows brands to target users close to their locations and drive them to stores, as well as achieving brand-affinity and purchase-based targeting
- Store locator, direct navigate-to-store and other local shopping rich-media ad units that provide immediate shopper utility and drive users to point-of-purchase
- Retailer ROI measurement products, such as Shopper Insights, which analyzes the lift in store foot traffic driven by a mobile media campaign
About Opera Mediaworks
Opera Mediaworks is the first mobile ad platform for brands, delivering surprise and delight at scale. Our technology powers the biggest publishers in the world and enables marketers to provide the highest quality experiences to more people in more places when it matters most. Our exclusive Instant-PlayTM HD video technology and award-winning rich media touches, engages and creates deep interaction with consumers in the most popular mobile apps and sites around the globe. We work with over 90% of the AdAge Top 100 advertisers and 18 of the top 25 global publishers. A fully-owned subsidiary of Opera Software, Opera Mediaworks is headquartered in San Mateo, California, with offices worldwide. To learn more, visit www.operamediaworks.com.
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