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Catalina Tool Links Online Ads to Off-line Purchases

April 23 2018

Shopper intelligence firm Catalina has launched a solution called Ad2Offer, which links online ads to store purchases through discounts and offers, then tracks the transaction back to the related ads on a desktop or mobile device.

Tom CorleyWith headquarters in St. Petersburg, FL, and operations in the US, Europe and Japan, Catalina offers access to a shopper history database, which is used by CPG brands to target consumers with behavior-based messages at appropriate times, via mobile, online and in-store channels. Designed to engage high-value consumers who don't usually search for coupons but will use them if the redemption process is easy, Ad2Offer is available through Catalina's BuyerVision digital ad platform.

Ad2Offer links a digital ad to a coupon which can be printed at home or loaded to a shopper's loyalty card. After the consumer has clicked on the ad, they are taken to a landing page where they can either log in with their loyalty card number or print the coupon, which can be taken to any retailer. If they don't want to / can't print the coupon, it will soon be possible to transfer the digital ad to an online wallet. Marketers can then track the redemption rates to understand the impact of online ads on the off-line sales. Combined with the BuyerVision Ad Platform, Ad2Offer can help users pinpoint shoppers based on specific brand goals - such as increasing trial, repeat purchasing and sales volume; and can also create purchase-based audience matches to up to 90% of US households.

Tom Corley (pictured), EVP and President US Retail and Established Brands, comments: 'CPG advertisers want their digital spend to go farther and deliver measurable results against brand objectives. The Ad2Offer solution delivers on that need. For the first time, they can combine 1-to-1 shopper targeting at scale with an integrated brand ad and incentive that delivers superior sales results measured at point of sale. No other digital media company can do that'.

Web site: www.catalina.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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