Owner IQ Offers Paths-to-Purchase Solutions at CE Week
“The path to purchase has changed. It’s moved online.” That’s how Bob Scaglione, senior vice president of Owner IQ, characterized the necessity of using the strategy his company offers for finding more customers with greater efficiency. His presentation was made at CE Week in New York City last week.
Owner IQ is a supplier of programmatic media buying solutions that plumbs the richest data pools of surfers and those who research products on retailer and manufacturer sites and then is able to serve up tailored ads in a fraction of a second to these receptive, qualified shoppers. Its ad-targeting technique gels with research showing that 60 percent of consumers go to manufacturers’ web sites to do research, 57 percent go to retail sites for research, and 62 percent use search engines for product research.
Scaglione explained that programmatic media buying is capable of targeting customized ads in real time based on data culled about shoppers’ web browsing habits. Benefits include great reach and scale against specific audiences, the ability to use data to determine the value of each ad opportunity – and zero waste.
This strategy, Scaglione added, lets retailers target manufacturer-website-searching individuals with co-branded ads that appear seamlessly. As an example, a consumer on Manufacturer X’s site might be researching Ultra HD 4K TVs. The next day, Retailer Y who carries Manufacturer X says it wants to target that consumer who was interested in Manufacturer X’s product. That retailer can then seamlessly serve a co-branded Retailer Y/Manufacturer X ad with an offer, driving demand of that brand at his retail site or store.
He said dealers who have used it have seen in-store coupon redemption rates increase as much as 40 percent. “Fifty percent of consumers shopping on a manufacturer site buy within 30 days,” Scaglione pointed out. “More shoppers are starting to like having these recommendations.”