Category:Best Attribution Solution
For many advertisers, footfall is becoming a crucial KPI, as actual visits to stores has a far larger correlation to sales compared to other metrics such as ad clicks or even site traffic.
All made possible by using mobile location data, footfall measurement has become an important way for brands, with bricks and mortar locations, to better understand the impact of their media delivery. In the past this has predominantly been used with Digital media though recently location data has also been harnessed to see the impact exposure to OOH, digital audio, cinema and even taxi wraps, has on footfall.
By combining machine learning techniques, Addressable TV buying and location data Mobsta have created a methodology that allows advertisers to measure TV campaigns effect on driving footfall into locations for the first time.