4INFO correlates mobile ads to cash register sales
Michelle Clancy Adtech company 4INFO has introduced the ability to target video ad campaigns across mobile and online screens and measure results in terms of sales lift at the cash register.

"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."

The growth of video advertising — particular on mobile phones — reflects the growing time consumers are spending on smaller screens. More than 100 million Americans watched videos on their smartphones in the fourth quarter of 2013, spending a monthly average of 83 minutes, according to Nielsen. And according to research from Media Post, apps accounted for nearly 90% of the time smartphone users spent on mobile consuming media.

"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," said Jenkins.

4INFO is using proprietary mobile ad technology that it says has linked 152 million mobile devices to 101 million US households without the need for cookies or probabilistic modelling across Wi-Fi signals. Working with fully anonymised data, 4INFO and its data partners compare who is exposed to ads — ads on their mobile devices, ads on their desktops/laptops and those exposed to ads on both — and then measure sales lift of the exposed group compared to a control group of unexposed households to measure incremental sales lift as a result of the advertising.