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Mobile World Congress Attribution

Google unveils Store Visits to help brands ‘win the moments that matter’ on mobile


By Ronan Shields, Digital Editor

February 22, 2016 | 3 min read

Google is set to unveil its latest attribution tool geared towards helping advertisers link online advertising to in-store sales as part of its Mobile World Congress activity, where it also hopes to help media buyers better appreciate mobile as a brand building media.

The online advertising giant is poised to lift the lid on Google Store Visits, a service that will help brands better attribute how their online advertising drives footfall using an anonymous set of Google identifiers such as a Gmail address and more, whenever a shopper logs into an in-store Wi-Fi network or signs up to a loyalty scheme.

Google maintains that such an inclusion in a brand’s media mix is essential to better cross-channel media planning and analysis, and that the latest advertising tool will complement its existing mobile advertising tools such as its click-to-call advertising product when it comes to cross-channel attribution.

Ian Carrington, Google’s UK managing director of performance solutions, is set to take to the stage at a bespoke IAB event later today (23 February) to stress to advertisers that “being mobile ready means understanding the new empowered consumers and the changing rules in advertising”.

Speaking with The Drum, he said: “Mobile has always been important to Google, and it was at Mobile World Congress a few years back that we came out and declared ourselves as a ‘mobile first’ company.”

To stress the importance of the medium, he also informed The Drum that the growth of m-commerce is 300-times quicker than that of ecommerce on desktop, a statistic that is not always appreciated among some of the biggest advertisers.

“In many verticals the mobile experience is still not there,” he said.

“You need to value it and then attribute correctly… It can often happen that some people don’t see conversions on mobile doing as well as desktop, and then don’t bother investing in it [that is a critical mistake].”

Carrington then added: “People who don’t value mobile will end up being the Kodaks of this world.”

At present, Google’s store visit service is available to a limited number of AdWords advertisers that meet the eligible criteria, click here to learn more, with the online advertising giant encouraging clients to contact them if they want to explore further.

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