Case Study: Solving for Foot Traffic Attribution

Situation:

A major media company worked with their client, a discount department store, to run a digital campaign with the goal of driving foot traffic to the retailer’s locations. The ads ran the month before Christmas 2020 on the media company’s streaming platform.  

 

Challenge:

The media company knew their ads’ reach was enormous and their data could tell them about clicks and other engagement metrics. But they did not have a way to know if their ad drove actual foot traffic to their client’s stores. They turned to VISIT Local to provide foot traffic attribution for the campaign.

 

Solution: 

The media company used Reveal Mobile’s pixel-based attribution capability to track the effectiveness of their ads. Using the pixel, Reveal Mobile matched the mobile ad IDs from the media company’s audience to ad impressions. A total of 51,481 audience members were served an ad. Furthermore, VISIT Local automatically detected devices that shared a household with the primary audience, providing a more robust set of foot traffic attribution results to the retailer.

 

Results:

The media company was able to deliver and report back to the retailer a highly successful campaign. Of the 51,481 pixeled audience members who saw an ad, 639 visited the retailer’s brick and mortar stores — a 1.24% conversion rate over the 30-day campaign. When the media company included the devices that share a household with the audience members, the conversion rate jumped to 4.46%.

Since we detect about 10% of all in-store visits, we can extrapolate that 6,400 shoppers visited the retailer’s locations as a result of this campaign.  If each of these 6,400 customers spent $40*, the media company increased the retailer’s in-store sales by $256,000 during the campaign window.  

*$40 is the average basket size in 2019 for similar discount department stores, according to Nielsen