Amobee, Catalina Partner on In-Flight Optimization Initiative
“Advertisers today need access to highly scaled deterministic data at faster intervals to make data-driven decisions that improve advertising effectiveness and optimize performance,” said Brian Dunphy, senior vice president of Catalina’s strategic partnerships and channel sales, in a recent media release. “We’re excited to work with Amobee to uncover new and different ways to help advertisers more accurately measure how Catalina’s real-time offline sales data can improve online performance, and more effectively reach their target customers with consistent engagement.”
“By leveraging Amobee’s advanced In-Flight Optimization solution and Catalina’s real-time POS system, our CPG brand partners will be able to better understand consumer purchasing behavior and ultimately provide a more relevant retail experience, said Mary Price, media director at The Richards Group, in the release.
Shopper intelligence company Catalina has partnered with Amobee, an advertising tech company owned by Singtel, to provide advertisers with real-time insights from universal product code-level (UPC) transaction data.
Advertisers will be able to combine Amobee's In-Flight Optimization for CPG brands with Catalina's real-time Point of Sale (POS) data to monitor current campaign efficacy and inform online strategy and campaign optimization as a result of this relationship.
In addition, some companies see value in this partnership between Amobeee and Catalina. The Richards Group, a branding agency, commented in the media release how important it is now more than ever for marketers to improve their campaigns in real-time to stay up with rapidly changing in-store customer purchase behavior.
The Richards Group saw a 2:1 return on investment across select brand categories for one of its CPG clients, and a 388% increase in offline conversations, using Amobee’s In-Flight Optimization in the first month. The agency says it was able to eliminate costly modeling by directly connecting Catalina’s shopper data to ad campaigns and reach 25 million unique users. The Richards Group anticipates implementing this solution for their CPG clients moving forward.