Voltari, a marketing technology company, has launched Voltari Pathways, a product feature that allows advertisers to track store visits resulting from mobile impressions.
Voltari Pathways is the latest enhancement to Voltari Connect, a platform that already allows advertisers to target consumers who have taken action beyond the initial click on a banner ad. Now marketers can use Voltari Connect to track, understand, and optimize actions toward their ultimate objective:foot traffic.
The system begins by delivering mobile ads to only those consumers predicted to have the highest interest. Next, targeting is refined based on the second click, when consumers engage with landing page features designed to capture purchase intent, such as store locator, looking up store hours, in-store offers or events. The technology then identifies when a device that has been served a Voltari ad is later present at specified locations, and Voltari does this without using any personally identifiable information. Foot traffic is quantified as mobile users visit store, restaurant, dealer, or theater locations following receipt of a targeted ad. Finally, a marketer can re-structure and optimize campaigns based on the ultimate conversion—foot traffic.
"Unlike similar features recently introduced by competitors, Voltari's store visit count is based on empirical data from natural ad traffic versus projected results from a pre-selected mobile panel," said Shannon Denison, Voltari's vice president of products and insights, in a statement.
As Denison explained, effective use of the new Voltari feature does not rely on delivering a portion of the marketer's ads to a pre-identified opt-in consumer panel that we assume reflects the behavior of a larger population. Real ads are delivered to real prospects, and real foot traffic is captured and reported.
"Our team is focused on finding the most innovative uses of data to serve marketers who do business in multiple channels, including Web, mobile, and brick-and-mortar stores. We know that foot traffic is the ultimate goal for many of our advertisers, so we are incredibly excited to be able to offer this turnkey product," said Rich Stalzer, Voltari CEO, in a statement.