Valassis’ Cross-Device Retail Campaigns Drive Significant In-Store Traffic

Published Tuesday, Mar 28, 2017

Exceed Industry Benchmarks

LIVONIA, Mich., March 28, 2017: Valassis, a leader in intelligent media delivery, today announced its cross-device retail campaigns drive more in-store foot traffic, beating industry benchmarks as proven by attribution studies.

Worldwide internet usage via mobile devices surpassed desktop in October 2016 and there is no indication of the trend reversing. This makes mobile attribution and tracking even more critical for marketers. In-store consumer foot traffic studies deliver resolute proof that precisely-targeted cross-device campaigns are effective. These studies measure ad exposure to store visit, helping retail marketers gauge the impact their campaigns have on consumers visiting brick and mortar stores.

In 2016, the percent of Valassis campaigns with lift detected was 27 percent more than the percent of retail industry campaigns with lift detected. Valassis campaigns drove 111 percent higher store visit lift than the retail lift benchmark, according to foot traffic attribution studies from Placed Inc., the unbiased leader in location-driven insights and offline attribution.

“Consumers engage along the path to purchase throughout their day via multiple devices, relying heavily on the convenience of mobile,” said Cali Tran, president, Valassis Digital. “To be among the consideration set, brands must deliver the right message at the right time and have a method to measure the impact of those efforts. At Valassis, we adhere to the highest quality standards for verification, ad viewability and fraud protection and we consistently outperform retail industry benchmarks for our clients, who utilize foot traffic studies to prove in-store lift.”

"The key to maximizing advertising ROI lies in measuring both digital and physical world activity," said Jim Watson, senior vice president, strategy and operations, Placed, Inc. "By leveraging billions of location signals across the largest opt-in location audience, Placed is able to quantify ad exposure to store visit and deliver actionable insights based on real-world consumer behavior. Compared to Placed's industry benchmarks, Valassis consistently returned results above benchmarks for retail cross-device campaigns when it comes to driving in-store foot traffic."

About Valassis
Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. Valassis is a wholly owned subsidiary of Harland Clarke Holdings.

Media Contact
Mary Broaddus