GumGum and Unerry, Inc. are joining forces to offer marketers proof that their online ads drive foot traffic to physical stores. Learn how this partnership works and why it matters.
GumGum, a company specializing in contextual intelligence, and Unerry, Inc., a location intelligence platform, have announced a partnership aimed at helping marketers understand the real-world impact of their online advertising campaigns. Essentially, they want to answer a crucial question: Do the ads people see online actually make them visit a physical store?
This collaboration will allow advertisers using GumGum's platform to verify if someone who saw their ad online subsequently visited a physical store location associated with the advertised product or service. This is done through Unerry's location intelligence technology, which anonymously tracks device location data.
The process is relatively straightforward. When a user is exposed to an ad served through GumGum's platform, Unerry's technology anonymously logs the user's device's location. If that device later appears within a predefined geofence around a retail store associated with the advertised product or service, the visit is attributed to the ad campaign. All data is anonymized and privacy compliant.
This partnership provides several benefits for advertisers:
For years, marketers have struggled to connect online advertising with offline sales. It's been a significant challenge to prove that those digital ads actually influenced a customer's decision to walk into a store. This partnership between GumGum and Unerry aims to bridge that gap, providing concrete evidence of ad effectiveness.
This matters because it empowers brands to make smarter decisions about their advertising investments. It allows them to focus their resources on the strategies that are demonstrably driving results, ultimately leading to increased sales and profitability.
In our opinion, this collaboration is a positive step towards creating a more transparent and accountable advertising ecosystem. The ability to track and verify in-store visits is crucial for businesses that rely on brick-and-mortar sales.
We believe this partnership could be particularly impactful for retailers, restaurants, and other businesses with physical locations. It offers them a powerful tool to measure the effectiveness of their digital marketing efforts and optimize their campaigns for maximum impact. The fact that they are using anonymized data shows that privacy is a focus.
However, it's important to note that this is just one piece of the puzzle. While it provides valuable insights into in-store visits, it doesn't capture the full picture of consumer behavior. For example, it doesn't track online sales or other forms of engagement that may be influenced by online advertising.
We anticipate that partnerships like this will become increasingly common in the future as marketers seek to gain a more holistic understanding of the customer journey. The demand for accurate and reliable attribution data is only going to grow as digital advertising continues to evolve.
This could impact the way advertising budgets are allocated, with more emphasis being placed on channels and strategies that can demonstrably drive real-world results. It could also lead to the development of new and innovative advertising formats that are specifically designed to encourage in-store visits.
Looking ahead, we expect to see further advancements in location intelligence technology, with even more sophisticated methods for tracking and attributing in-store visits. This will provide marketers with even greater insights into consumer behavior and enable them to create more effective and targeted advertising campaigns.
