In the advertising world, television is still the mass reach king. It has the ability to put an advertising message out to millions of eyeballs. This overarching mass-market approach can be very successful, but we cannot ignore the power of what a mobile ad can do to influence a consumer during those key moments of decision when they’re ‘on the ground’ — about to make a purchase decision. Once a potential customer leaves his home viewing environment, the impact of an advertiser’s message with a well-timed and well-placed mobile ad can lead to a sale.
Over the past few years, the Consumer Packaged Goods (CPG) team at Harmelin Media has focused on tying online media to offline sales. Since there are many aspects of direct attribution tied to digital media, the resultant hard numbers justify the efforts. However, these numbers need to extend beyond just the click to have significant […]