TECHNOLOGY

Digital ad exposure, especially those found in retailer apps, is successfully driving store visits.

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In-app ads were much more effective than Web ads in driving uplift last year, a key performance metric that helps advertisers understand the impact of ad exposure has on driving store visits. Specifically, in-app ads generated between 19% and 49% in sales uplift in 2017, compared to the 10% to 33% lift driven by web ads, according to “Trends and Benchmarks for Marketers Leveraging Location Data,” a report from location intelligence company Cuebiq.

In-app ads were clearly the most effective channel for driving in-store visits, compared to those customers who were not exposed. While web ads were not…