Rocket Fuel Proves Digital Ads Influence Physical Activity, Drives 41.3% Lift in Store Visits With Programmatic Targeting
Rocket Fuel (NASDAQ:FUEL) , a leading provider of artificial intelligence (AI) advertising and marketing solutions for global agencies and brands, today announced the release of Local Lift in the U.S., which allows advertisers to run successful mobile campaigns that drive incremental in-store traffic.
“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, Shopper Marketing at Dr Pepper Snapple Group Inc. “Rocket Fuel succeeded in driving 213,000 store visits at a cost of only $0.21 per visit. And, 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.”
An Industry Leader for Lift Rate at Programmatic Scale
As part of the launch, Rocket Fuel partnered with Placed, the leader in in-store attribution, to enable advertisers to measure the direct impact of mobile ad spend in driving real-world actions. As measured by Placed Attribution, Rocket Fuel’s geotargeted campaigns average lift rate was 41.34% in 2014. Rocket Fuel has driven a $0.57 average cost per store visit for brick and mortars, meaning that retailers can recoup their marketing investment during the consumer’s first visit, realizing immediate positive ROI.
“Rocket Fuel consistently delivers results to advertisers at low cost per store visit with measurable lift,” said David Shim, Placed Founder and CEO. “Rocket Fuel’s success in driving incremental visits and in-store foot traffic is not limited to a single vertical or advertiser. They have regularly returned strong results in the Food & Beverage, Travel, Home Improvement, and Retail verticals. Recently Rocket Fuel ran one of the better performing campaign we’d seen in the QSR category, where they were able to reach consumers visiting a specific group of stores for a national advertiser.”
“Rocket Fuel’s 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, Rocket Fuel Vice President, Mobile and International. “We expect the availability of store visit attribution to bring a lot of sidelined marketing dollars into the mobile space. Now, optimizing by clicks is replaced by the ability to measure incremental in-store visits, pushing the envelope in how marketers think of geotargeting.”
Local Lift capitalizes on Rocket Fuel’s massive scale of more than 1 trillion monthly global mobile opportunities, with 593 billion of those in the U.S., to reach the right people with the highest visit intent. Location data availability is growing: Rocket Fuel sees lat/long on 40% of bid requests in the U.S. Advertisers that leverage location-specific Rich Media units, like Tap-to-Locate (http://rocketfuel.com/blog/tap-to-locate), which deliver a customized map of the closest advertised locations, are experiencing even greater campaign success. These ad units allow Rocket Fuel to optimize for engagement, which is far more predictive of store visitation than a click. Local Lift is designed to work across a multitude of verticals and applications, including Consumer Packaged Goods (CPG), Quick-Serve Restaurants (QSR), Retail, Shopper Marketing, and Travel.
To learn more visit http://rocketfuel.com/blog/local-lift.
About Rocket Fuel
Rocket Fuel delivers a leading programmatic media-buying platform at Big Data scale that harnesses the power of artificial intelligence (AI) to improve marketing ROI in digital media across web, mobile, video, and social channels. Rocket Fuel powers digital advertising and marketing programs globally for customers in North America, Latin America, Europe, and APAC. Customers trust Rocket Fuel’s Advertising That Learns(R) platform to achieve brand and direct-response objectives in diverse industries from luxury cars to financial services to retail. Rocket Fuel currently operates in more than 20 offices worldwide and trades on the NASDAQ Global Select Market under the ticker symbol “FUEL.” For more information, please visit http://www.rocketfuel.com or call 1-888-717-8873.
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