Shopper Marketing - July 2016 - 93


4Info, San Mateo, California, and Nielsen
Catalina Solutions, Cincinnati, released a
late spring benchmark study that focused
on the ability of a mobile ad campaign to
drive in-store sales. The study looked at 136
mobile ad campaigns from 93 CPG brands
in categories such as beverage, baby, food,
health and beauty, OTC and pet. Among the
brands were Keurig, Charmin, Purina, Gerber,
CoverGirl and Kraft. The study lasted several
weeks. A key finding was that a mobile ad
campaign saw an average of $2.56 return on
an ad spend. Also, ads generated an average
of $800,000 in incremental sales, up 22%
from a previous study.
... mobile research.

FunMobility, San Ramon, California,
has launched a suite of mobile interstitial ads that it calls "FunMobility for
Publishers." There are three different
ad units that can be built with the
platform. First, there's an interactive
interstitial ad that auto-plays content
and doesn't require a viewer to click on
it. Second, there's an expandable banner ad. A viewer can click on it and the
landing page pops up as an interactive full-screen overlay on top of the publisher or website page. The third version is an interactive inline ad. The ad appears
like it does as a banner, for example, but viewers can directly interact with it. In
this platform, new ways of engaging with the ads include gamification like spinners and scratch cards, personality quizzes or other data-capture engagements;
and branding options such as videos or timers. Any mobile-optimized site using
Double-Click by Google is primed for these more interactive mobile ads.

... interactive
ads.

JULY 2016 SHOPPER MARKETING y

93



Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
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Shopper Marketing - July 2016 - 17
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Shopper Marketing - July 2016 - 140
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