Why Retail-Minded Marketers Are Intrigued by Pokemon Go's Forthcoming Ads

Cost-per-visit model practically guarantees store visits

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Google Adwords, the digital giant's paid search offering, has long been a go-to platform for ecommerce players looking to increase sales. More recently, it has represented a lucrative source for direct-marketing retailers trying to drive mobile consumers into their stores. Google charges brands on a cost-per-click basis for the ads, guaranteeing a website visit for their cash but not necessarily in-person patronage. 

All of which makes Pokemon Go's forthcoming sponsored-locations product intriguing, since it will reportedly be designed to only charge advertisers when consumers—glued to their smartphones playing the game—show up at their stores.

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