Placed, Moat, and Integer Collaborate to Measure Lift in Store Visits Based on Viewability
Placed, a leader in ad to in-store attribution, and Oracle’s Moat, a leader in ad analytics, today released findings of a study measuring the impact of ad viewability on store visits.
Conducted for Integer, a creative-fueled commerce agency, the study found that viewable impressions have a significant impact on conversion to store visits vs. non-viewable impressions. When people were able to see an ad, they were more likely to visit locations where the advertiser’s product was sold.
Key results from the study included:
- Store Conversion Rate for Viewable Impressions: 20.4%
- Change in Visit Rates for Viewable Impressions Compared to Non-Viewable Impressions: 52.9%
“Placed and Moat are best-in-class solutions that respectively allow marketers to measure and optimize the impact of advertising on offline behavior and the viewability of digital advertising,” said Heidi Bailey, Group Media Director at The Integer Group. “By working together to measure this campaign, Placed and Moat show that viewable ads perform better in driving real performance for our brand, which positively impacts our bottom line.”
“The importance of viewability goes beyond digital, as an ad viewed is more likely to drive a visit and conversion as validated by this analysis,” said David Shim, Founder and CEO at Placed. “In working with Moat and Placed, Integer is helping its clients and the industry measure the impact of viewability on real world visits to retailers, bars, and restaurants.”
To set up measurement of foot traffic to on-premise locations, Moat appended a Placed pixel to the campaign to differentiate between viewable impressions and all impressions. Placed then compared the conversion rates for users served a viewable ad, users served a non-viewable ad, and control groups of users that weren’t exposed to the campaign, with the goal of determining whether users served a viewable ad exhibited higher visitation rates to on-premise (store visits) locations.
“Marketers want to drive business outcomes, and viewability is the first step to success,” said Jonah Goodhart, SVP of Oracle Data Cloud and Moat Co-Founder. “This study adds another important learning to the body of research we are developing in this area for marketers around the impact of display and video ad viewability on outcomes. We’re excited to work with Placed, and Integer to uncover how positive human attention delivers return on advertising spend.”