A popular grocery-shopping app serves its customers money-saving coupons from advertisers whose product types are on the shopper’s list.

Key facts

  • Built for the mobile devices that customers use in-store
  • Easy to create and revise
  • Easily branded to feel like rest of app
  • Respondents don’t need to install survey app to answer questions
  • Measures mobile advertising effectiveness in real-time

Using mobile surveys to measure advertising effectiveness

Mobile advertising effectiveness is the measurement of how an ad on a mobile device influences a purchase decision. In mobile advertising’s short history, measuring a mobile ad’s role in a purchase has been anything but exact. The further away a survey is from someone’s exposure to the ad, the less accurate the measurement.

Now, marketers are using the same technology to measure effectiveness as they use to serve targeted consumer ads. The result is a survey method that collects customer feedback as they shop. What’s more, the results are transmitted in real time, so advertisers can make instant adjustments to their ads. Higher quality, in-the-moment feedback and real-time campaign adjustments: all made possible with built-for-mobile surveys.

Measuring mobile advertising effectiveness in the grocery aisle

Shopping lists have been around nearly as long as shopping. But their effectiveness has dramatically increased thanks to Listonic, a Polish company that lets people create shopping lists via both a free mobile app and on their computer. Because the list is stored on a remote server, the user – and anyone he or she shares the list with – can access and update the list with any Internet-connected device.

“We wanted to create an effective way for people to make buying their groceries simple and more efficient, ” says Listonic Co-Founder, Kamil Janszewski. “Our software updates a person’s shopping list automatically, so when one person arrives at the grocery store, they know they’ll be shopping with the list their partner at home just updated.”

Apart from the convenience of having a constantly updated list, Listonic helps consumers save money by offering their app for free. They generate revenue by selling mobile advertising opportunities. A consumer with “soft drinks” on their list, for example, might see a money-saving mobile ad for a soft drink, potentially saving the shopper money, while giving the advertising company an opportunity to win over a new buyer who is shopping in that specific product category.

“For our business model to work, we’ve got to prove mobile advertising effectiveness to our advertisers. We have to demonstrate that our service is a good return on their investment, ” Janszewski adds. “And that’s where Survey Anyplace comes in. When we started, we used another well-known survey company, but their service wasn’t built for mobile. We feel we get the most valuable consumer feedback when they receive our quick one-question survey when they’re on their mobile device and are getting ready to shop.”

Improving mobile advertising with real-time feedback

In the case of the soft drink example above, Listonic sends a question to a consumer’s mobile device before the advertising appears, asking ‘Which soft drink do you plan to buy?’ Shortly after the ad is served to the consumer, Listonic sends a question asking which soft drink they purchased. This clearly demonstrates to Listonic’s marketing customers the mobile advertising effectiveness, helping them gauge how the ad did or did not influence the consumer’s purchase.

“Survey Anyplace is very easy to use and works seamlessly on all devices, ” Janszewski says. “In less than a minute and with a few swipes, consumers tell us about their buying intentions and experiences. But just as important, because results are uploaded and available instantly, we can measure the effectiveness of our advertising efforts from day one.”

This real-time feedback allows marketers to make instant adjustments to their ads to increase their effectiveness.” Serving consumers more relevant mobile ads is paying off for everyone involved. Marketers know their ads are working, and consumers are getting value-added advertising, enriching their experience with Listonic. The result: more than a hundred thousand Listonic users to date.

“In less than a minute and with a few swipes, consumers tell us about their buying intentions and experiences. But just as important, because results are uploaded and available instantly, we can measure the effectiveness of our advertising efforts from day one.”

Author Kamil JanszewskiCo-founder Listonic

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