Foursquare Attribution is a new service that's being rolled out by the location discovery platform that's about more than just social check-ins.
The attribution tool is designed to measure how digital ads from the web and mobile devices are converted into real-world visits to a retail location. In order to prove the power of Attribution, Foursquare did some testing with this year's Super Bowl advertisers. In the automotive and QSR sectors, brands like Kia, Hyundai, Taco Bell and McDonald's all saw a spike in foot traffic during in-store visits.
This online-to-offline conversion tool shows some of the potential power that digital advertisements and brick-and-mortar locations have when they work together, especially to support rather than compete against either other.
O2O Attribution Platforms
Foursquare Attribution Tracks Foot Traffic Generated by Digital Ads
Trend Themes
1. Online-to-offline Conversion - Using digital ads to drive foot traffic to physical retail locations.
2. O2O Attribution - Tracking and measuring the impact of digital ads on real-world visits to stores.
3. Location-based Advertising - Leveraging location data to target consumers with relevant ads and drive in-store visits.
Industry Implications
1. Advertising - Opportunity for ad agencies to provide measurement and analytics services for online-to-offline campaigns.
2. Retail - Retailers can use O2O attribution platforms to optimize their digital advertising strategies and drive foot traffic to stores.
3. Technology - Technology companies can develop innovative solutions to enhance O2O attribution and location-based advertising capabilities.