|By Business Wire||
|August 14, 2013 09:31 AM EDT||
Advertisers who wonder what impact their campaigns are having — that is, all of them — are getting a new tool. Brand Impact Study from OwnerIQ, the inventor of Path to Purchase Media, will enable advertisers to see how their campaigns affect consumer demand within retailer websites.
OwnerIQ partners with some of the largest e-commerce and transactional websites used by consumers along the path to purchase, and creates innovative targeting solutions for advertisers. Its Retailer Branded Audience product has been uniquely enabling advertisers to target the website audiences of premium retailers — giving brands a unique way to influence sell-through in their retail channel with their online ad dollars. The Brand Impact Study enables advertisers to measure the effectiveness of their Retailer Branded Audience campaign on the browsing behavior of shoppers within that specific retailer’s website channel.
“Retailer websites are one of the most commonly used resources by consumers when performing product research,” says Jay Habegger, CEO and co-founder at OwnerIQ. “Within these environments consumers are exploring their various brand options and developing their consideration list. The Brand Impact Study will show advertisers whether or not their advertising was effective in influencing this behavior.”
The tool, which is available at no charge for every Retailer Branded Audience advertiser campaign, denotes the likelihood of a person who was exposed to the advertiser’s campaign to visit that advertiser’s brand pages within a specific retailer’s website (that is, a Retailer Branded Audience website), compared to the likelihood of a visit from a person who was not exposed to the campaign.
A solution of this nature can have great impact with advertisers and agencies, especially those with shopper marketing disciplines. "The path to purchase isn't linear, it’s a navigation." said Scott Shamberg, SVP at dynamic retail agency TPN. "That navigation gets more complex every day as brands embrace digital touch points. We have to invest in methods that ensure engagement and can influence our targets as they approach the buy. It’s critical to have a solution that lets us measure the impact of that influence."
Habegger said initial client feedback to the tool has been extremely positive. “Based on initial advertiser feedback, we are working on a feature that will allow us to benchmark browsing behavior on an advertiser’s brand against their competitive set,” he said. “This should be available in the 2.0 version of the tool later this year.”
This story appeared first in TWICE.
OwnerIQ is pioneering the concept of Path to Purchase Media. It transforms consumers’ interactions with products and brands along the path to purchase into powerful new online advertising solutions and marketing channels.
The companies’ Path to Purchase targeting solutions are powered by unique data and technology. Its data is directly sourced from over 300 data partners comprising some of the most popular websites used by consumers along the path to purchase: Retailers, Manufacturers, Price Comparison Engines, Coupon Websites and Product Support Sites.
OwnerIQ designed its technology specifically to maximize the performance of its unique Path to Purchase data in the world of programmatic buying. Its data management platform, CoEx, tags and catalogues more than a billion consumer product and brand interactions per month. Its demand side platform, OPTMS, is integrated with every major inventory pool, and sees billions of pre-filtered advertising opportunities via real-time bid each day.