Eye Square Launches Ad-to-Store, a New Measurement Product Linking Advertising Currency to Purchasing Behavior

Martech Outlook | Thursday, May 27, 2021

The new solution provides marketers with an easy-to-use tool to better understand the efficacy of their messaging and collateral by generating behavioral insights at every point of the buying process.

FREMONT, CA: Eye Square, a leading market research firm specializing in the human digital experience and groundbreaking in-context ad testing technologies, has launched its Ad-to-Store offering, a new measurement product that links advertising currency to purchasing behavior. The new solution provides marketers with an easy-to-use tool to better understand the efficacy of their messaging and collateral by generating behavioral insights at every point of the buying process.

“While advertising campaigns have traditionally been able to measure details such as campaign recall and brand lift, technological limitations have prevented marketers from being able to understand the precise impact of advertisements at all stages of purchasing decisions. The new Ad-to-Store feature from Eye Square now makes it possible to map a realistic effect model from initial ad contact through the complete purchasing process,” said Ephraim (Jeff) Bander, Head of US Operations, Eye Square. “As e-commerce continues to boom, the comprehensive insights offered by this solution will enable advertisers to measure and refine every aspect of their campaigns, creating more effective collateral for the next generation of digital marketing.”

According to Digital Commerce 360, eCommerce spending in the United States increased by 44% year over year in 2020, a remarkable increase in light of the COVID-19 pandemic. Advertisers must respond with increased marketing expenditure and analysis as online shopping spreads to new industries and demographics. In this new world, the Ad-to-Store product from Eye Squares is crucial, allowing advertisers to determine and validate if their promotions are driving sales.

Eye Square’s new Ad-to-Store service blends previously marketed items into a virtual online store’s search results in real-time. Eye Squares’ experience in in-context research is used in this groundbreaking new approach, which connects the effects of actual advertisement campaigns with purchasing intent in a real-world setting. Eye Square is the only market analysis firm that can test ad collateral in real-time on websites like Facebook, Instagram, and YouTube. Content is integrated into the authentic viewing sense of the most relevant social media and e-commerce channels, including desktop and mobile devices, using the company’s creative ad tech solutions.

Companies may use Ad-to-Store to see how successful specific ad creative and specific ad placements are at getting customers to put products in their shopping cart and buy them. Given the growing importance of e-commerce, marketers are eager to understand better and compare various advertisement strategies’ effectiveness to optimize ROI.

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