Brands Can Track In-Store Visits, Lift To OTT, CTV Ads Served announced Tuesday the ability to track the increase in ad sales and in-store visits from households that have been served-over-the top (OTT) and connected television (CTV) ads.

The technology allows advertisers to measure the effectiveness on a variety of screen sizes and attribute in-store foot traffic to those ads. The feature was previously only available for display ads.

“Viewers watch increasingly more TV on streaming devices, so advertisers want to target on OTT and CTV,” said Frost Prioleau, CEO and cofounder. “Marketers were never available to understand how much actual foot traffic their linear TV ads provided.”’s technology can measure the lift in traffic from people in households who have seen an advertiser’s ad, compared with those who had not seen the ad.

With a $515,000 budget, an unnamed national family entertainment center exceeded a $90 cost-per-acquisition goal with a $59 CPA. The campaign was intended to encourage moms with kids ages two to 10 to book birthday party packages online. The campaign was supported by keyword contextual search and site retargeting. The in-store visits promotion had a CPV of $3.44 as measured by Cuebiq, a consumer insights and measurement company.



Companies have been interested in using these foot-traffic analytics with non-digital media. Prioleau said the company is also in discussions with several companies that do direct mail., a programmatic and addressable ad-serving technology company, has executed more than 12,000 OTT and CTV campaigns for more than 4,700 unique advertisers in the first half of 2019. The company got its start supporting search retargeting and then built a business on local and mobile advertising.

Prioleau attributes the company’s growth to unique audience targeting methods such as addressable, behavioral, and demographics. Key metrics of the new offering include Geo-Conversion Lift, which provides percentage differences in physical visitors to an advertiser’s location that were influenced by an ad versus those who were not shown an ad; Campaign Conversion Rate, which provides the percentage of users who were served an ad from the campaign, and then physically visited the advertiser’s location; and National Conversion Rate, the percentage of users who were not served an ad for the campaign but visited the advertiser’s location.

4 comments about "Brands Can Track In-Store Visits, Lift To OTT, CTV Ads Served".
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  1. John Grono from GAP Research, July 17, 2019 at 9:22 a.m.

    I read that "With a $515,000 budget, an unnamed national family entertainment center exceeded a $90 cost-per-acquisition goal with a $59 CPA.".

    Or, "The in-store visits promotion had a CPV of $3.44 as measured by Cuebiq,".

    And I look at Statista's data for 2019 with Cable TV said to be $17.50 CPM and National TV at $32 CPM.   The 'M' stands for 'mille' which is one-thousand.

    So on an equal footing basis the family entertainment centre had an acquisition CPM of $59,000, while the in-store visits were a snip at a CPM of $3,440.

  2. Mike Skladony from Semcasting, Inc., July 17, 2019 at 10:46 a.m.

    Important factors completely left out here (or avoided here). that are vital to brands looking to do foottraffic or any attribution...what was the size of the audience (versus the control). What was the geography and what was the time frame?   

  3. Ed Papazian from Media Dynamics Inc, July 17, 2019 at 11:47 a.m.

    John, Statista doesn't generate such data, they take press releases form companies such as mine and publish that data. The CPMs are from Media Dynamics Inc---and represent last year's primetime upfront norms for adult viewers and 30-second commercials. In this case,  "national" refers to the five broadcast TV networks and cable" refers to the national basic cable channels.As to why the differences that's a long story which I deal with in my recent book, "TV Now & Then" as well as other publications. It's too complicated to go into here.

  4. John Grono from GAP Research replied, July 17, 2019 at 4:53 p.m.

    Understood Ed.   But we are talking many orders of magnitude between the 'cents per person' for TV in its various forms, versus the 'dollars per person' for foot-traffic and the 'tens of dollars per person' for digital acquisition.

    I used Statista because it was swift to get a ballpark figure, not realisng that it was based on your Media Dynamics Inc. data.

    I fear that some of the less-learned marketers may be happy to sit such metrics side-by-side assuming they are on an equal basis, which can lead to poor decision making.

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