Measuring & Optimizing Towards Increased Footfall
XAXIS INDIA, 2019
CHALLENGE
Measure and increase and the efficacy and efficiency of OOH media which is 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.
