Technology company 4INFO has introduced the ability to precisely target video ad campaigns across mobile and online screens and measure sales lift at the cash register.
The growth of video advertising, particularly on mobile phones, reflects the growing time consumers are spending watching entertainment and content on smaller screens. According to research by Nielsen, US audiences spent an average of 83 minutes a month watching video on smartphones.
With national advertisers increasingly looking to expand into the world of smartphone video advertising while carefully measuring their investment, 4INFO's technology enables advertisers to link mobile devices to households, without the need for cookies or probabilistic modeling across wi-fi signals. By linking devices to households, advertisers can track multi-screen video advertising engagement and then measure sales lift.
"4INFO now gives brand advertisers the unprecedented ability to confidently invest in video advertising with precise, purchase-based targeting – both in mobile and online – with cross-platform attribution of sales results down to the UPC level," said Tim Jenkins, CEO of 4INFO. "Our direct link to sales results goes far beyond our competitors' digital ad measurement claims of less meaningful taps, clicks and store visits.
"Because we solved the mobile targeting issue first, 4INFO can reach the same households with online video ads by working with our data partners to extend the ad buying process to defined households using the online industry standard of cookies."