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Real-time marketing and measurement platform InMarket has found a way to deliver exceptional returns on ad spend for a diverse roster of clients, from major consumer brands to quick-service restaurants. A recent report released by the company listed several clients outperforming industry averages on click-through rates, reaching as high as 9.55%, or 15.9 times higher than the industry averages, in some cases.
What’s its secret? Using insights and real-time mobile technology to reach shoppers at critical moments throughout the customer journey, including when they’re likely to be planning an upcoming purchase — and even while they’re shopping at a physical store.
Leveraging intent, location and purchase data with predictive artificial intelligence, and real-time activation, InMarket is able to identify the right customers and reach them at the precise moments they are most likely to engage. This unique ability gives InMarket the capability to truly close the loop between consumer intent and purchase, says Michael Della Penna, InMarket’s chief strategy officer.
“In 2024, creating effective personalized experiences for customers is increasingly dependent on real-time data,” says Della Penna. “This ensures they receive the right message at the right time to drive long-lasting brand loyalty. Not only does this data-driven approach create a better customer experience, but exceptional outcomes for marketers.”
“Alongside real-time insights and activation, it’s essential for marketers to double down on inflight attribution and optimization in order to prevent ad dollars from being wasted,” Della Penna contines. “Our platform has proven to help marketers eliminate media waste up to 94%, which can have significant impacts on the bottom line for marketers crunching each dollar.”
Success by the Numbers
This approach has paid dividends for InMarket’s clients. In its Breakthrough Moments report, the company highlighted several high-performing campaigns that significantly outpaced industry benchmarks.
Its NotMayo campaign for Kraft Heinz and NotCo hit the high mark of 9.55% click-through rate, and others weren’t far behind. A Michelob ULTRA promotion, for example, reached 7.32% — over 12 times the industry average, and a campaign for Wendy’s “2 for $6” meal deal saw a 4.75% CTR.
Other successes in the report included a celebrity endorsement campaign for BiC’s EZ Reach lighter resulting in a 7.42% CTR. The California Beef Council’s interactive campaign promoting beef recipes and offering coupons achieved a 5.31% CTR, while Welch’s campaign for its mini-size sparkling grape juice reached 4.16%.
Della Penna highlighted two other campaigns with a high return on ad spend. A partnership with garden and lawn equipment company STIHL netted a nearly 19% engagement rate for the brand’s swipeable ad units by combining targeted top-of-funnel strategies with real-time activation for shoppers in hardware stores. And for a Frisch’s Big Boy breakfast push, a similar precision targeting strategy led to a cost-per-incremental-visit of 25 cents, leading to an average ticket value of around $12 per visit.
“We’ve found recently that when brands use us for both top-of-the-funnel and bottom-of-the-funnel, those real-time moments that are activated actually drive an incremental double-digit increase in response and conversion rates,” says Della Penna.
How It Works
This range of success stories stretches across industries, but the foundation for InMarket’s campaigns is often similar, says Della Penna — using data to efficiently distribute spend and increase return on investment.
The company’s InHome and InPath solutions use purchasing and intent data, including from apps, shopping lists, and surveys, to identify optimal opportunities to connect with customers as they consider and plan their purchases online. This approach helps marketers deliver highly targeted advertising during the critical preshopping window, ensuring their message reaches receptive consumers and minimizing wasted media spend.
At the bottom of the funnel, the InStore and InHand solutions engage consumers directly as they shop in-store, allowing ads to reach customers at the pivotal moment when they are interacting with products on the shelves. This award-winning Moments platform has consistently outperformed traditional mobile advertising benchmarks by six times or more.
“It’s all about discovering, engaging, then measuring success and adapting,” says Della Penna. “Embracing data-driven, real-time strategies and technologies enables marketers to get the most out of every marketing dollar spent and develop deeper, robust insights that can fuel greater success and stronger customer relationships.
“That’s what we’re most proud of: the ability to help brands shatter industry benchmarks and create engaging campaigns that build long-lasting customer relationships in effective and efficient ways.”
