ST. PETERSBURG, Fla.--(BUSINESS WIRE)--Catalina Marketing Corporation, the leader in precise consumer-driven marketing, today announced Catalina BuyerVision™, a new purchase-based targeting solution for CPG advertisers that dramatically improves the efficiency of digital media by identifying key buyer audiences based on in-store purchasing and engaging them wherever they are online. Only Catalina BuyerVision incorporates Catalina’s world-class shopper understanding and analytics into campaign planning and measurement to drive improved performance.
Catalina BuyerVision addresses a major opportunity for advertisers to improve efficiency and sales lift by focusing their messages on high-potential buyer audiences. For example, a study just released by Catalina shows that a key subset of category buyers and a key subset of brand buyers are, respectively, 3.8 and 5.8 times more likely to try new products. (See separate Catalina press release and report “New Products and The Pivotal Consumer: Finding the Buyers Who Drive Product Launch Success”). Only Catalina BuyerVision has the expertise to leverage insights from shopper data prior to a launch to find the specific buyers most likely to buy a new product.
Online advertising powered by purchase-based targeting has been proven to work. Analysis of more than 600 campaigns across numerous categories has shown an average sales lift of 22 percent per campaign.
“Catalina is a global leader in understanding and engaging a brand’s most valuable consumers based on purchasing analytics,” said Chris Henger, Executive Vice President of Catalina's Digital Solutions. “With Catalina BuyerVision, we can share with brands and their media planners and buyers our unmatched, real-time consumer and brand insights. We also are the only multi-channel solution able to reach the same audiences with online advertising integrated with an in-store campaign to maximize volume, drive trial or reinforce loyalty. This creates a true surround sound consumer messaging opportunity for a brand to direct to its most valuable set of buyers.”
How It Works
With Catalina BuyerVision, advertisers and media planners work with Catalina to understand the shopper dynamics of a brand and define targeted buyer audiences. BuyerVision leverages Nielsen Catalina Solutions, Catalina’s joint venture with Nielsen, utilizing its targeting and measurement capabilities. Once a target audience for a campaign is defined by utilizing aggregated, anonymized purchase history data, offline data is matched with web cookies to address the same audience online. Display ads, videos and other advertising are then served up to the buyer audience wherever they are online.
Measurable Sales Lift
Advertisers are able to measure the in-store sales impact of their campaigns on specific buyer audiences using Catalina BuyerVision by comparing sales lift within a targeted audience versus a control group. They can verify campaign ROI, while utilizing consumer insights to continuously improve the precision and performance of their campaigns.
Points of Difference
Catalina BuyerVision is unique among purchase-based targeting solutions in several key aspects:
- Catalina brings unique insights to the start of every campaign because it understands precise buyer habits and preferences from direct access to the shopper data.
- Catalina offers unmatched expertise in executing high-performing purchase-based campaigns that deliver a proven ROI.
- Catalina BuyerVision can be integrated with in-store Catalina campaigns for greater continuity with targeted buyer audiences.
- Catalina employs its unsurpassed shopper analytics to identify the most likely triers of new products through predictive modeling, while also reporting trial and repeat rates.
Catalina is committed to helping manufacturer and retail brands deliver unprecedented performance and healthier outcomes. With proprietary and integrated in and out-of-store marketing platforms — including CouponNetwork.com — Catalina enables the delivery of the right message to the right audience in the right environment. Catalina leverages the world's largest, transaction-level, shopper-data warehouse to develop, deliver, and measure shopper and patient-driven engagements to approximately 90M households and 130M health consumers, annually. Media distribution channels include 50,000 food, drug and mass locations worldwide, including 18,000 US pharmacies. Catalina is based in St. Petersburg, Florida, with operations in the US, Europe and Japan. To learn more, please visit http://www.catalinamarketing.com.