Measurement

Gain actionable insights
with our advanced
analytics studies*

*Does not leverage Publix’s first-party POS data

evaluate performance, understand shopper engagement,
AND assess sales impact

SALES TRENDS

An analysis of syndicated data designed to uncover patterns and emerging trends in shopper behavior enabling brands to make data-driven decisions and stay ahead of changes in the marketplace.

Included in Enhanced Plan:
Sales Events & New Item Programs

Data Source

Utilizes Syndicated Data, which includes:

Impressions
By Category
By Brand

By UPC
Divisional
Competitive Market

Methodology

We extract syndicated data during promotional periods and comparison periods.
Standard 14-day post-campaign window

Reporting

Average weekly sales of promoted items during promo period vs. pre-periods

Increase vs. immediate period/ year-ago (YAGO) period - Brand(s) & Promoted Items
Top UPCs during the promotional period
Insights & recommendations

Client Requirements for Study Execution

UPC # (10 or 11 digits with no check-digit):

Hero = featured in the creative
Halo = the remainder of the portfolio

Foot Traffic

Enables advertisers to measure shoppers who have seen their ad and analytically track them as they enter physical store locations. This study provides valuable insights into the impact of their advertisement.

Included in the Digital Packages of all Base
and Enhanced Plans (excludes paid social packages)

Data Source

We partner with a raw location ping provider to source data from location-based apps
Persistent with location data with 60 to 80M daily records from about 20M+ devices
Data refreshed in real time

Methodology

We apply a proprietary methodology to build a measurement panel of users from the 3P location partner to ensure accuracy and robustness
During the campaign, we actively track conversions with 1-2 day lag
Inflight optimizations are made to ensure optimal visit rate is achieved
Standard 30-day post campaign attribution window

Reporting

Visit Conversion Rate:
Percentage of unique exposed devices that visited a retailer within the conversion window (converted devices / devices exposed to ad)
Estimated Visits:
Estimate of the total visits that occurred based on the observed visits by the selected devices (Observed visists / Global match rate
Visit Rate:
Average number of visits for unique exposed devices

Sales Impact

Enables advertisers to measure the impact of digital campaigns on sales performance, quantifying the sales increase directly linked to specific marketing efforts. (Pending Feasibility)

Included In Base & Enhanced Plans:
Sales Events and Enhanced Plan: Save on Your Favorites

Data Source

Client provided aggregated sales data by item, store ad week

OR

Point-of-sale transaction data

Methodology

Balanced exposed and control matched stores/markets are selected using 52 weeks of historical POS data by UPC and store or zip code

Exposed and unexposed stores are monitored throughout the flight with optimizations to improve exposed store performance

Life and incremental sales are calculated using a regression-based difference in different model to isolate the impact of the advertising campaign

Standard 14-day post campaign window.

Reporting

Sales Lift:
Percentage change in incremental sales of the exposed vs. unexposed audiences (%)

iROAS:
Incremental dollar sales divided by the media budget

Incremental $:
Difference between actual sales and baseline sales ($)

Client Requirements for Study Execution

New Product (Yes/No)

If yes, provide the date the product launched

UPC # (10 or 11) digits with no check-digit):

Hero = featured in creative
Halo = the remainder of the portfolio

Brand Study

Enables advertisers to evaluate a brand's performance, focusing on consumer interactions with digital media and advertising campaigns. This involves collecting data on key metrics like brand awarness, perception, and more.

Included in Base & Enhanced Plans:
New Item Programs

Data Source

Recruit & Weight Respondents

Recruits exposed & control groups (respondents) to reflectc the campaign's demograohic breakdown
Respondents are weighted, via the raking method, based on the fulfillment of the campaign's demographic quotas
Demographic data include age, gender and HHI

Methodology

Calculate Propensity Scores

Propensity scores are calculated using responses to baseline questions, combined with deeper respondent profile data
Respondents with extreme propensity values are removed
Respondents are grouped into 5 buckets (strata) based on propensity scores

Reporting

Calculate Lift:
Lift for each of the 5 buckets (strata) is calculated by taking the weighted average across the buckets; the same process is done to calculate overall lift for the question (KPI)

KPIs may include:‍

Awarness
Ad Recall
Consideration
Purchase Intent
Message Awareness
Brand Recommendation
Brand Favorability

Client Requirements for Study Execution

Brand name/promoted products (as you'd like it presented to survey respondents)
Category name
Brand competitor list (recommend 3-5 competitors)

A La Carte tactics

Explore the studies included with our A La Carte tactics, providing deeper insights into your campaign's execution and measurable results

Shopper Connected TV with OTT
(includes personalization)

Minimum 2 week program run

$15,000

$29.00 CPM

517,241 Impressions Guaranteed

Digital Out-of-Home
(includes personalization)

Minimum 2 week program run

$12,500

$16.24 CPM

769,704 Impressions Guaranteed

Animated or Rich Media Additional Impressions

Only available in enhanced plans

Enhanced plan minimum

Enhanced plan rates apply

Supplier Discretion

Static Media Banners

● If included in or selected for a plan, there is no minimum spend and the plan rate applies.
● Minimum Spend and Rate reflect the addition of a new tactic to a campaign.

$15,000

$3.50

4,285,714 Impressions Guaranteed

Social Awareness AdsSocial Traffic Ads

$15,000

Rates and Deliverables vary based on program duration

Digital Coupon on Publix.com

● Inmar will work with you to determine the appropriate clip budget.

Varies by program

$0.08/clip with no set-up fee

Varies by program

Viewability Tagging
(for digital media)

● Available via IAS or DV with brand- provided tags, using Inmar's brand safety list.
● Brand must provide tags 10 business days prior to campaign launch.
● An additional fee will apply for custom brand safety requirements, such as site lists, and/or viewability guarantees.

Any plan with digital media, upon request

Value Add
(valued at $0.10/CPM)

n/a

Studies by Program Type

Sales Events

New Item

Save on your Favorites
(Formerly Essential Savings)

Secondary Themed Events

Secondary New Item

HBPC Leakage

Base

Enhanced

Base

Enhanced

Base

Enhanced

Base

Enhanced

Base

Enhanced

Base

Enhanced

Sales Trends

Foot Traffic*

Inmar Sales Impact
(pending feasibility)

Brand Study

*The Foot Traffic Study is exclusively offered for campaigns that incorporate digital media and is not applicable to paid social campaigns. For the Save on Your Favorites and all Extra Savings programs, you can choose between a digital media or a paid social campaign; if you select the digital media option, the Foot Traffic Study will be included. The Sales Events and New Item Programs utilize both digital media and paid social tactics, but please note that the Foot Traffic Study will only be conducted for the digital media segment of these packages.

evaluate performance, understand shopper engagement, AND assess sales impact

A La Carte tactics

Studies by Program Type

Contact Inmar today to learn more

evaluate performance, understand shopper engagement,
AND assess sales impact