ADOTAS – Today, attribution and ad verification company Adometry announced new features to gauge the success of a cross-channel advertising campaign. Now, according to the company, its software can track the impact on conversions of the TV, radio and print components of an ad campaign, which advertisers can leverage across data about how the online components are performing, allowing what Adometry describes as a “holistic” cross-channel analysis.
A statement from Adometry explained the company developed these updated attribution features in response to input from customers with a stake in the automotive, multi-channel retail and financial services verticals, who wanted to track the cross-channel performance of their campaigns in “an all-inclusive manner.” This includes the analysis of data around an advertiser client’s offline campaigns; data around in-store purchases (in other words, offline conversions in the most basic sense); and consideration of the weather and other environmental effects, and of economic factors, like any applicable seasonal patterns and the data about the state of the economy and the stock market.
In a statement Adometry issued earlier today, CEO Paul Pellman cited advertisers’ desire for “the same advanced measurement techniques they’re accustomed to using in the online world, for their traditional TV, print and radio campaigns. We’ve made that possible by ingesting data from all kinds of offline media and integrated marketing sources to determine the influence those initiatives are having on conversions.” Today’s announcement was part of a continuing series of changes to Adometry’s offerings: You can read about other past changes elsewhere on ADOTAS.