What was the role of digital within the media mix?
DOOH was the perfect lead medium to drive footfall into store. In Ada, Talon’s DMP, a custom audience segment was built, comprising of consumers who had visited either the retailer or a competitor store within geo-fenced locations in the last 12 months. Talon then analysed the selected audience movement behaviours in order to identify the digital OOH locations it knew would reach the custom audience segment.
Through Atlas, Talon’s DMP, the campaign was booked to run on the optimised panels during the times the segmented audience would be in the area.
Increase in store visits
What results did you attain? What was the biggest achievement?
The campaign delivered 3.2 million impressions, a 650% uplift in on target delivery of the retailer’s custom audience segment.
Frequency of store visits rose by 26% during the campaign period, with 29% of store visitors having been exposed to the DOOH campaign.
The campaign helped the retailer combat the 17% decline seen across UK high streets. The retailer experienced just a 1% decrease in footfall across their stores throughout the campaign period, outperforming the competition which saw a 13% decrease over the same period.
Through embracing new technology and methodologies the retailer was able to activate a complex media plan designed specifically to deliver their message to the right people – within a fraction of time and budget that would otherwise be needed to achieve the same results.
What's the killer headline?
Programmatic OOH drives increased footfall to high street retailer during pandemic