Measuring & Optimizing Towards Increased Footfall

Challenge

The team was tasked with measuring and increasing the efficacy and efficiency of the client's OOH spend (which accounts for about 20% of the brand's annual media investment).

approach

India recorded 1.1 billion mobile subscribers mid-2018. Considering the high mobile penetration in urban India, we attributed audiences exposed to OOH advertisement to in-store footfalls basis their mobile location data. Considering the cost of OOH media, retargeting OOH exposed audiences on their smartphone helped manage frequency within the brand’s budget.

outcomes

Audiences exposed to both OOH and mobile inventory recorded 1.98x store footfalls against controlled group of audiences who walked into the stores. Similarly, this integrated campaign approach outperformed local mobile ad engagement benchmarks as well.

50.8%

Increase in CTR against benchmarks

1.98X

Increase in store footfalls

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