Mattress Firm Links Ad Impressions With In-Store Visits
In today’s rapidly changing advertising landscape, consumers engage with brands across a multitude of touchpoints, from online ads to in-store visits.
Recognizing that, omnichannel advertising company Clinch recently made its AI-powered Flight Control platform a licensed measurement enablement destination on LiveRamp, a data collaboration platform.
One of the early adopters of this solution is Mattress Firm. The specialty retailer has a nuanced approach to data-driven advertising, spanning multiple channels and formats, with a “laser focus” on measurement and optimization, according to a Clinch media release.
Flight Control is an omnichannel campaign activation and A/B testing platform that simplifies the entire campaign digital lifecycle (e.g., strategic planning, execution and optimization) channels to support brands like Albertsons Media Collective, Hyundai, Anheuser-Busch InBev and Nespresso.
Clinch’s expanded partnership with LiveRamp brings another layer of insights to campaigns that are tied to an offline action, bridging the gap between online and offline conversions, according to a media release.
LiveRamp’s measurement enablement solution was designed to give advertisers a “unified analytical view of granular actions performed by consumers in a privacy conscious way,” according to the release. Via its “privacy centric identifier,” RampID, LiveRamp maps offline event data to online profiles in place of third-party cookies and mobile device IDs.
This data is transmitted to Clinch’s Flight Control platform, enabling Clinch to attribute online impressions directly to in-store/on-site sales, and helping advertisers close the loop on offline conversions.
Mattress Firm leveraged Clinch’s Flight Control platform to run a Labor Day ad campaign with 13 creatives across display and online video. In one campaign, Clinch says its optimizations resulted in a 15% improvement in CTR (click-through rates) and a 21% increase in average daily offline sales on another. Furthermore, the Mattress Firm team was able to show how creative optimizations have a tangible impact on business results via offline sales.
Lindsay Spletter, Mattress Firm’s senior digital media manager, said in the release, “Clinch’s ability to link ad impressions to in-store visits using LiveRamp’s measurement enablement solution has already proven to be invaluable for our business. It has provided us with actionable insights that are helping us refine our media planning and creative optimization strategies.”
“The pairing of LiveRamp’s measurement capabilities with Flight Control helps advertisers obtain a holistic understanding of campaign performance and bridge the gap between online advertising and offline action, all while maintaining a strong commitment to user privacy,” Charel MacIntosh, head of business development and strategic partnerships, Clinch, added.