DOOH CASE STUDY: FOOT TRAFFIC

DOOH Campaign Objective:

Aiming to increase consideration and foot traffic to its stores among moms, a major apparel retailer activated a digital out-of-home campaign.

DOOH Campaign Approach

Leveraged location data and geospatial technology to define and target a custom audience segment of “Moms with Young Children” • Analyzed their movement patterns and activated digital out-of-home media when and where they were most likely to be throughout the day.

Key Insights:

Focusing on a targeted Moms audience, and tailoring messaging to this specific demographic, maximized campaign success. This campaign lifted foot traffic by 9.9X and consideration, purchase intent, and recommendation by over 30% • Consumers who were exposed to the campaign at three or more out-of-home venue types had a 22% propensity to visit the retailer’s store, which is significantly higher than those who saw ads at only one or two venue types. Reaching a consistent audience across multiple contextual environments helped drive them down the purchase funnel over time, ultimately generating an increased store visit rate.