MyTarget: Update
Mail.ru Group has launched an automatic assessment of the impact of outdoor advertising on application installations.
Now you can see in real time how many users installed the application after seeing ads on digital media.
MyTarget, multi-platform analytics and myTracker attribution technologies are used. MyTarget receives anonymized data from outdoor advertising operators about the audience that is next to digital billboards at the time the ad is displayed.
The data is then transferred to myTracker. The system compares it with information about the installations of the application and the actions performed in it. myTracker automatically determines the conversion of impressions on the billboard to installations and updates the campaign analytics in myTarget in real time.
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Data on ad impressions and application installations will allow you to accurately assess the effectiveness of offline promotion and change the campaign settings at any time, for example, adjust the parameters of the target audience, geo-targeting, reallocate budgets or replace advertising content.
Initial tests have confirmed that digital outdoor advertising is suitable for effectively engaging users in Internet services, especially for projects that work both offline and online, and that digital outdoor advertising can be used to promote mobile applications in conjunction with remarketing.