OOH and Mobile Ads Drive Foot Traffic

BY Kathy Crosett
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While many marketers are hyper-​focused on digital advertising and commerce, it’s important to remember that most shopping takes place in traditional stores. Your clients are likely spending advertising funds to attract shoppers. Do they have an idea of how those efforts are working for them? Cuebiq does. This local intelligence and measurement company has released a new Footfall Attribution Report. 

Traffic Patterns

As you work with clients, you need to understand their peak traffic periods. Do they see more customers early in the morning or late at night? These are the times when campaigns such as mobile can make a big impact. Cuebiq researchers have revealed that traffic in specific retail formats peaks at the following times:

  • Big box retailers: 5:00 p.m. to 6:00 p.m.
  • Home improvement stores: 6:00 p.m. to 7:00 p.m.
  • Pet stores: 6:00 p.m. to 7:00 p.m.
  • Telecommunications retailers: Noon to 1:00 p.m.

If your clients aren't running ads at the right time of day, talk with them about making changes.

Ad Formats That Drive Store Traffic

Your clients use a number of tactics to drive store traffic. The Cuebiq study points to the out-​of-​home format as the top channel for brand uplift with a score ranging from 80–120%. The researchers define brand uplift as: “The impact of ad exposure in driving visits to store.” Mobile only campaigns also score well with a brand uplift ranging from 10–89%.

Visit Rate Measurement

Visit rate identifies the relationship between ad impressions and in-​store visits.” Last year, the alcoholic beverages, beauty and convenience store sectors had the highest visit rates, with scores of 14.58%, 13,56% and 7.24%, respectively.

Calculating Ad Cost Per Customer Visit

And then, there’s the question of cost. Cuebiq measures cost per incremental visit. This measurement looks at how much it costs a marketer to generate one store visit from the audience that saw its advertising. In this study, auto dealers paid the most: $291.02. In comparison, home furniture stores had a $114.86 CPIV and groceries stores had a figure of $76.75. General retailers experienced a $14.38 CPIV.

Talk with your clients about how they measure ROI for their advertising efforts. Then explore AudienceSCAN profiles in AdMall from SalesFuel to learn about the advertising formats that influence consumers who purchase the products and services they’re selling. This information will help you put together a package that will increase your sales and theirs.