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The opportunity to measure the performance of communication campaigns is a crucial advantage that digital advertising offers over traditional channels. In the context of a drive-to-store campaign, measurement becomes even more critical as it involves reconciling online data with real-world data. Detailed measurement of a drive-to-store operation determines the impact of digital advertising on physical stores, using key performance indicators (KPIs) such as the number of in-store visitors.
Marketers seek reliable and transparent data to better assess the impact of a drive-to-store campaign on their revenue. That’s why agencies and media companies can turn to third-party measurers.
The Third-Party Measurer: A Trust Guarantee
In their constant pursuit of the best return on investment, advertisers not only pay attention to campaign results but also their source. Many partner with media companies to execute their campaigns and need to evaluate program performance and effectiveness.
Engaging a third-party measurer ensures the impartiality and transparency of results from a campaign conducted with a partner. Measuring companies like Adsquare or Kairos Fire have developed robust measurement methodologies that respect the confidentiality of personal data.
In the context of drive-to-store campaigns, the third-party measurer assesses the impact, positive or negative, of a campaign on in-store traffic. If visits are generated as a result of the operation, the measurer can determine their volume or the resulting revenue using deterministic or statistical methodologies. When presenting the results, the advertiser gains access to additional metrics, providing a reliable measure of the campaign’s performance. Moreover, if the advertiser wants to evaluate different partners for their drive-to-store campaigns, the measurer allows for a clear comparison of results obtained from each partner.
The role of the trusted third party is to guide advertisers in making the best strategic choices.
Measurement by a Third Party: Near’s Strategic Choice
"Since 2019, we have chosen to include third-party measurement of visits in our offering. It is essential for us to provide our clients with a performance review of their campaign by an independent player with expertise in this area. In addition to our creative studio intervention and operational set-up, we cover the campaign's measurement costs to provide an all-in-one solution."
Indeed, Near has been opting for third-party measurement of its operations for the past three years. At the end of each campaign, Near can incorporate a precise and unbiased analysis of the achieved performance, providing an added reassurance factor to advertisers.
This service is included in Near’s value proposition, enabling them to offer clients an all-in-one solution as Near’s teams manage the entire set-up with the third-party until the client receives the reports.
Furthermore, the third-party measurer provides the opportunity for additional optimization levers. Analysis of the measurement data collected by the third-party can allow for adjustments to the ongoing campaign strategy, thus enhancing performance. In the context of drive-to-store campaigns, this might involve identifying the profile category with the highest visit rate following exposure to the message, for example.
