Digital audio advertising specialist AdsWizz is introducing a new way to track in the impact of audio campaigns on in-store visits. The company partnered with Big Mobile, a business focused on mobile engagement, for the technology. It leverages Big Mobile’s location-based ad tech to identify a device during an in-app audio session, then tracks it against other device IDs that go to a brick-and-mortar store location.
The store tracking was tested in a campaign for a major Australian brand, and revealed a more than a 90% lift in footfall traffic to the client’s retail locations when individuals listened to their audio ads.
“We’ve seen a big increase in our Australian audiences in recent years as consumers there change their audio consumption habits,” AdsWizz CEO Alexis Van de Wyer said. “We’re excited to help Australian advertisers tap into the power of audio with measurement and attribution tools that provide clear ROI on their digital audio campaigns.”
“We are very pleased with the results and have already signed with advertisers for follow-up campaigns,” said Andrew O’Shea, chief sales and marketing officer for Big Mobile Group. “With brick and mortar stores, measuring the success of our audio advertising campaigns has previously been based on guesswork and estimation. Now we have a tangible way to access and track real ROI. It’s a significant advancement in the growing audio industry and we are happy to be on the forefront of this cutting edge technology.”