New offering will help CPG advertisers better understand direct sales impact of their mobile advertising campaigns
SAN MATEO, CA – May 3, 2011 – Consumer packaged goods (CPG) manufacturers continue to invest their marketing dollars in the nearly $800 million a year U.S. mobile advertising market but have never been able to precisely track the direct retail sales effect on their brand after running a mobile ad. In response to this need, Nielsen Catalina Solutions and 4INFO Inc. have formed a strategic alliance that will provide CPG brands with a first-in-class, single-source solution to help them more accurately measure the sales impact of mobile advertising.
This new joint offering directly links purchase data from 60 million shopper households tracked by Nielsen Catalina Solutions, with mobile viewing data from 70 million unique users tracked by 4INFO’s AdHaven platform. The data is matched using a third-party agent, aggregated and de-identified. This enables CPG brands to understand how well mobile ad campaigns are driving actual consumer buying behavior across a nationwide cross-section of participating retailers, while respecting the privacy of individuals.
“Advertisers are demanding more accountability today, particularly as mobile becomes an increasingly integral part of their marketing mix,” said Mike Nazzaro, CEO of Nielsen Catalina Solutions. “Building on our vast expertise in online analytics and television measurement, as well as leveraging Nielsen’s leadership position in measuring ad effectiveness across platforms, this new mobile offering will measure actual changes in a CPG brand’s sales volume based on exposure to the brand’s ad on 4INFO’s mobile advertising network.”
For example, a CPG brand that reaches 20 million unique users with an ad on 4INFO’s mobile network, will be able to determine after eight weeks the sales impact directly attributable to that advertising.
“This is a groundbreaking development for the CPG industry,” added Nazzaro.
“The strategic alliance with Nielsen Catalina Solutions further strengthens 4INFO’s position in the mobile marketplace,” said Zaw Thet, CEO of 4INFO. “The analytics are used to build smarter ad serving capabilities and improve the consumer experience, while leveraging mobile as an advertising medium in a manner that respects customer privacy.”
Although well known for SMS advertising services, 4INFO’s AdHaven targeting services go far beyond SMS to provide smarter mobile display, in-app and rich media ad serving.
4INFO is a mobile advertising company that delivers the highest mobile ROI per interaction for the world’s top publishers, application developers, agencies, and brands. AdHaven™ is the company’s flagship mobile advertising platform that serves a wide range of ad units across all mobile channels, including mobile web¸ apps, video, and SMS. Publishers and app developers use AdHaven to sell and manage ads or optimize revenue using 3rd party ad networks, including 4INFO’s Audience Network. AdHaven brings the first real audience targeting to the mobile ecosystem with superior analytics and proprietary data partnerships. 4INFO also offers a SMS publishing platform and related consumer services. 4INFO investment partners include US Venture Partners, Draper Fisher Jurveston, NBC Universal’s Peacock Equity Fund, Mezzanine Capital Partners, and Gannett Company, Inc. 4INFO is headquartered in San Mateo, CA with offices in New York, NY. Learn more at: http://www.4info.com.