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ST. PETERSBURG, Fla. — Catalina Marketing Corp. has unveiled Catalina BuyerVision, a purchase-based targeting solution for consumer packaged goods advertisers that boosts the efficiency of digital media.
The marketing firm said Monday that BuyerVision works by identifying key buyer audiences based on in-store purchasing and engaging them wherever they are online. It also incorporates Catalina’s shopper insights and analytics into campaign planning and measurement to spur performance.
Catalina noted that BuyerVision addresses a major opportunity for advertisers to improve efficiency and sales lift by focusing their messages on high-potential buyer audiences. In addition, the company said, online advertising powered by purchase-based targeting has been shown to work: An analysis of more than 600 campaigns across numerous categories has demonstrated an average sales lift of 22% per campaign.
With BuyerVision, advertisers and media planners work with Catalina to understand the shopper dynamics of a brand and define targeted buyer audiences. Once a target audience for a campaign is defined by leveraging purchase history data, off-line 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.
Catalina said advertisers can measure the in-store sales impact of their campaigns on specific buyer audiences using BuyerVision by comparing sales lift in a targeted audience with that of a control group. They can verify campaign return on investment while utilizing consumer insights to continuously improve the precision and performance of their campaigns.
"With Catalina BuyerVision, we can share with brands and their media planners and buyers our unmatched, real-time consumer and brand insights," explained Chris Henger, executive vice president of Catalina’s digital solutions. "We also are the only multichannel 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."
