Rocket Fuel Uses Programmatic to Lift Store Visits by Over 40 Per Cent

  • Wednesday, February 18th, 2015
  • Author: Tim Maytom
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rocketfuelAdvertising and marketing solutions firm Rocket Fuel has released Local Lift, a new offering for US advertisers that enables them to run mobile campaigns aimed at driving incremental in-store traffic.

As part of the launch, Rocket Fuel partnered with in-store attribution company Placed to enable advertisers to measure the direct impact their mobile ad spend had in the real world. According to Placed, the geotargeted campaigns averaged a life rate of 41.34 per cent, with an average cost per store visit of $0.57 (£0.37).

“We engaged Rocket Fuel to increase foot traffic and the purchase frequency of Dr Pepper at more than 1,000 grocery store locations,” said Sheila Bonner, vice president of shopper marketing at Dr Pepper Snapple Group. “Rocket Fuel succeeded in driving 213,000 store visits at a cost of only $0.21 per visit.

“As a part of the broader promotional effort, we introduced 25,000 new households to Dr Pepper products. This was our first foray into using Local Lift as an in-store purchase-intent driver, and Rocket Fuel went well beyond our expectations and those of our retail partner.”

Local Lift uses Rocket Fuels scale of more than one trillion monthly global mobile opportunities, 593bn of which are within the US, to reach the right people with the highest visit intent. Location data availability is growing, with 40 per cent of bid requests in the US the firm receives including lat/long information.

“Rocket Fuels new Local Lift offering allows retailers, for the first time, to track a meaningful mobile marketing metric that connects directly to their business bottom line,” said Mark Prior, vice president of mobile and international at Rocket Fuel. “We expect the availability of store visit attribution to bring a lot of sidelined marketing dollars into the mobile space. Now, optimising by clicks is replaced by the ability to measure incremental in-store visits, pushing the envelope in how marketers think of geotargeting.”