For local businesses, tracking the true impact of their marketing efforts can be a significant challenge – especially when results are not immediately visible or directly attributable to specific ads.
Without clear insights into how their ads influence in-store visits and consumer behavior, many businesses struggle to optimize their marketing strategies and effectively grow their customer base. As a result, building trust in the value of their advertising becomes an ongoing hurdle.
Through the Madhive platform, InMarket’s foot traffic attribution offers a solution that provides a direct way to connect digital campaigns to real-world outcomes and deliver the actionable insights needed for growth.
InMarket’s foot traffic attribution measurement process begins when a consumer watches a CTV ad from an advertiser. The exposed devices are then mapped to a household ID through a device graph.
When a visit occurs at an advertiser’s location, their mobile ID is registered once it visits the physical boundary of the location. The CTV platform syncs and matches the mobile ID to the household, confirming that the viewer had seen the original ad.
As a result, the visit is attributed to the CTV commercial. Once this data is tracked, it can be analyzed for useful insights.
InMarket’s foot traffic attribution provides a direct line of sight into the tangible effects of CTV campaigns on in-store visits. For businesses with physical store locations, this method bridges the gap between engagement with CTV ads and offline behavior, offering clear insights into how campaigns are driving real-world actions.
By connecting the dots between campaign impressions and in-store visits, foot traffic attribution reports utilize two distinct timescales – Impression-Time (exposure) and Conversion-Time (visits) – providing a more granular view of campaign impact. Sophisticated algorithms differentiate between customers and employees, allowing for more reliable data. With daily refreshed data and a four-day lookback window, businesses can make more informed decisions about where to allocate marketing resources and optimize future campaigns.
InMarket’s foot traffic attribution not only measures the effectiveness of individual campaigns but also reveals which creatives, publishers, and messaging strategies resonate most with an audience. By understanding which elements drive the highest levels of in-store visits, advertisers can refine their approaches while a campaign is in flight and better align their advertising with consumer preferences. These insights empower businesses to improve their targeting, messaging, and overall advertising strategy.
More importantly, it provides the clarity needed to optimize marketing budgets by focusing on the tactics that generate the best real-world outcomes, ultimately leading to more efficient, effective campaigns that strengthen the connection between businesses and the communities they serve.
Madhive has worked with broadcasters and agencies serving local advertisers that have successfully tied their CTV campaigns to real world outcomes.
For example, Madhive worked with a local auto dealer that wanted to measure in-person visits to their four locations. They used footfall attribution to assess the effectiveness of their CTV campaign, achieving:
Madhive also worked with a regional fast-food chain restaurant to track visits across their locations. By leveraging footfall attribution, the fast-food chain was able to track how their digital marketing efforts influenced in-person behavior, giving them a more comprehensive understanding of their campaign’s effectiveness. This effort resulted in:
These examples illustrate how InMarket’s foot traffic attribution can effectively connect CTV campaigns to real-world outcomes for businesses. By using InMarket’s foot traffic attribution, brands can gain valuable insights into how their CTV advertising influences in-person visits, enabling more informed decisions and better optimization of their marketing strategies. This approach provides a clearer picture of campaign performance and drives more impactful results.
