Reach high spenders
Visa Audiences helps you find populations of consumers that spend significantly above the national average in your category.
Visa Advertising Solutions
A powerful new suite of products from Visa created just for advertisers can help you more effectively target your digital ad spend and measure performance in your next campaign – all with the privacy protections you’d expect from Visa. Available on leading digital and social media platforms, Visa Audiences can deliver your targeted buyers and Visa Ad Measurement can reveal how your ads turned into sales.
Visa Audiences
Spending data is a powerful predictor of future buying behavior because it takes into account real world shopping, not just online clicks, likes or shares. Using audiences built from aggregated Visa spend data, you can reach groups of consumers with a known propensity to buy.
Engage likely purchasers
Find populations of consumers who spend in your category, even if not with you, and find more customers like your current customer base.
Stay 100% confidential
Built on Visa privacy standards, Visa Audiences use anonymized and aggregated spend data. No personal spending data is ever shared.
Choose syndicated or custom options
Select from 100+ pre-built audiences assembled from Visa’s transaction dataset or design your own.
$1.4 Trillion 2015 Visa U.S. Credit Card Dollar Volume Spend
Source: The Nilson Report 1080 (Feb 2016)
62 of Visa Top 250 Merchants use Visa Audiences powered by DLX through Oracle Data Cloud
Source: Top 250 ranking is based on annual VisaNet US transaction revenue and volume.
Visa Ad Measurement
With more than 94% of transactions still occurring offline, online metrics alone are insufficient in capturing ROI. Visa Media Measurement lets you understand which ad tactics are most effective at driving sales either offline or online. So you can properly assign sales lift to your campaigns and understand the real ROI of your advertising.
Source: U.S. Census Bureau Quarterly Retail E-Commerce Sales Report 1st Quarter 2016
Know your true ROI
See how your online campaigns are converting to online and offline spend.
Optimize campaigns in flight
Evaluate your marketing in near real time based on up-to-the-moment conversion data both on and offline.
Prove the value of your marketing dollars
See how your advertising efforts are driving incremental spend.
Visa Ad Measurement Shows How Ads Drive Sales
Case Study: Visa helps Twitter show tangible ROI to advertisers
Visa Ad Measurement Powered by Datalogix
Study measured the effects of Promoted Tweets on in-store sales in 13 campaigns by major retail and dining merchants.
Findings:
- Promoted tweets drove an average of 4.02% sales lift
- Per $1 invested, advertisers saw an average $8.01 in resulting incremental sales (ROAS of 8:1)
ROAS: $8, Revenue: $1 Ad Spend
Source: Twitter measurement studies provided by Oracle with Visa data were completed on 13 campaigns by retail and dining merchants. The studies compared audiences exposed to promoted tweets versus statistically identical control groups. Data was collected from January 2015-April 2016.
How it Works
You can get insights from Visa Audiences and Visa Ad Measurement for your next campaign. Here’s a look at the process.
Step 1
You select a Visa Audience
Step 2
Visa analyzes billions of Visa transactions
Step 3
Visa sends aggregated and anonymized spend insights to your participating media provider
Step 4
Your media provider combines data from Visa with its own targeting data and models
Step 5
Your provider serves your ad campaign to your high value audience
Step 6
With Visa Ad Measurement, Visa links those ad exposures back to actual sales across online and offline channels
Resources
Visa Audiences
Target the right consumers who are ready to buy.
Visa Ad Measurement
Your campaigns. Your sales. And the insights to optimize them.
Q+A
Have more questions about Visa Advertising?
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Visa Advertising Solutions is a new suite of products that use transaction-based insights to help businesses better target and measure their digital advertising campaigns. Visa Advertising Solutions currently includes two products: Visa Audiences, to help advertisers improve their audience targeting, and Visa Ad Measurement, to help advertisers measure the impact of campaigns on sales, both online and offline.
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As an example, a retailer who wants to promote a seasonal sale can select a target audience based on a mix of demographic and aggregated, past purchase behavior data. In this situation, they can use Visa Audiences through their digital media provider to choose frequent shoppers in the same category as their target audience, and a digital ad is delivered to this group across multiple channels and devices. Visa Ad Measurement determines which ad tactics led to purchases online or in-store. These results help indicate the ads’ effectiveness, allowing marketers to adjust the offer – in either real-time or post-campaign – creative and/or channels accordingly.
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Visa only discloses transactional data (US only) that is aggregated and de-identified. No individuals can be identified via this transactional data. No merchant market-share information can be identified, and no individual merchant transaction data can be used without merchant consent.
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Visa does not require consumer opt-in for this program since all targeting and measurement using Visa spend data is produced at an aggregated, de-identified level. Visa does support consumer choice by providing an opt-out link on Visa.com.
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Pre-built, syndicated audiences are readily available in participating media platforms everywhere. Visa works with a large and growing list of networks, exchanges, DSPs and publishers in an effort to ensure our audiences and measurement products are available most everywhere digital advertisers buy media.
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Visa Audiences are available from your participating media provider, with no implementations or turn-around time to get started. If you require a custom audience, or for media provider inquiries, inquiries related to measurement products, or other questions, contact us today.
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