Measurement is the governing factor that determines any media channel’s ability to experience exponential growth from marketing dollars. Facebook’s recent announcement of the new Atlas ad-serving and measurement platform is an exciting addition to the ongoing efforts for proper measurement solutions for mobile and in-store attribution.
Sheryl Sandberg commented on the announcement: “Mobile’s getting a quarter of people’s time, but ad budgets are at 10 or 11 percent. The reason is people haven’t been able to deliver relevant ads or to measure them on mobile.” She is spot-on, in that measurement has been restricting mobile’s demand-side growth, particularly for large brands whose products and services are sold in the physical world-think consumer packaged goods, big box retailers, or quick-service/fast-casual restaurants.
Facebook’s newest offering promises to not only provide capabilities of knowing a consumer across their mobile and desktop devices but also to make an early attempt at bridging the gap between the virtual and physical worlds with email address-based in-store attribution. And other big players in the space are taking note: Google’s acquisition of Adometry shows a strong push into further offline measurement.
Simultaneously with these moves to unite screens to better track attribution, companies in the location-based mobile marketing space are building technology and measurement solutions to provide marketers with more real-world metrics to define success. Huge initiatives like metrics for foot traffic and home-brand loyalty are rapidly being developed for location oriented strategies.
In order for these new location technologies to work seamlessly with Atlas, it’s essential that all types of screen are considered. And I do mean all screens. Not just mobile; not just desktop-but any screen that can reach the right consumer in the right place and at the right time.
Atlas will help us identify that a phone, tablet, and laptop computer belong to the same person, and will leverage this for in-store attribution. The independent technologies will deepen these connections by looking at where a person is and what he or she is doing. This will allow us the opportunity to target consumers with topically relevant content that is also contextually relevant, based on where they are and what they’re [likely to be] doing. Understanding this context will also help us to target consumers-or more specifically, classes of consumers-in non-personalized formats, such as out-of-home. Using the technology being developed and the data being collected by initiatives like Atlas, we can target, monitor, and measure consumers in a way that will permit us to reach them with relevant ads based on wherever they are and whatever they’re doing-focusing more on our audience in the physical world, and reaching them more effectively..
It will be exciting to see how Facebook and Google align with some of the location technology providers that have been evolving the mobile ecosystem over the past years-and how they employ this technology when reaching consumers.
Michael Provenzano is the Founder and CEO of Vistar Media, a cross-screen location-based media company.