The Rise of “Offline” Digital Channels — Jacob Ross // PebblePost

Show Notes

• 02:02
  The importance of the home in the consumer journey

  While consumers spend more time online researching purchases, the home remains a critical part of the consumer journey. By connecting people's interests with relevant messages sent to their homes, you can create a highly effective connection between consumers and brands,
• 03:47
  PebblePosts reinvention of traditional direct mail

  PebblePost revolutionized direct mail by combining it with digital technology through the use of digital signals, algorithms, and measurement. This approach enables advertising channels to use digital principles to connect with consumers through traditional offline channels
• 05:43
  Using data to understand the performance of direct mail

  PebblePost uses digital signals to understand a consumer's intent and matches it with a postal address to send relevant mail. After the mail gets to the prospect during the consideration phase, the impact is measured and the results are shared with the brand.
• 08:02
  Tracking and measuring the performance of direct mail advertising

  The performance of direct mail is tracked and measured through a unique postal address and matchback analysis. In a matchback analysis, credit is claimed for conversions when a household receives a piece of mail and subsequently makes a purchase.
• 10:00
  Conversion tracking for other digital offline channels

  While the targeting is similar for CTV and direct mail, measurement can vary depending on the objectives. However, PebblePost is exploring the possibility of using direct mail tactics to measure the impact of advertising in other channels for their brands.
• 12:26
  Measuring the effectiveness of out of home advertising and offline channels

  Measuring the effectiveness of out-of-home advertising and other offline channels poses a challenge in marketing. Despite solutions like using a free WiFi network to link phone exposure to ads, traditional means like aggregate sales lift remain reliable for channels like billboards.
• 14:04
  Allocating marketing budget in the era of offline digital channels

  In the face of privacy regulations and cookie depreciation, brands need new ways to reach consumers with relevance at scale. This requires the investigation of new channels and the need for a data-driven, test-and-learn approach.