Mobile advertising, especially location-based mobile advertising can be an extremely effective method for brands, especially retailers with brick and mortar stores, to increase store visits. This is a case study that outlines one such high-end retailer that worked with Placecast to increase its store visit rate.
Placecast worked with 360i, a digital marketing agency for a high-end department chain retailer, to deliver rich media, location-based mobile ads to users around the retailer’s store locations.
Targeting and User Experience
For this campaign, the brand wanted to target users within 10 miles of a few select locations in their top DMA’s around the country.
Consumers were served one of two creative versions, one that featured a nearby location name that linked to a dedicated landing page with store location information, and a generic version that linked to a store locator landing page.
Mobile Ad Performance and Attribution
360i worked with a few different location-based mobile DSP vendors to run this campaign, and worked with Placed to run a panel-based mobile ad attribution study to analyze campaign performance and results. Placecast was one of the two top performers per the PlaceAd results. The summary of the results:
- Ad frequency for the average number of impressions per panelist was measured at 8.11
- The store conversion rate at which the placed panelists visited the store per impression served was 0.12%, with a cost per store visit of $3.44
- The store visit lift was measured at 64.42%, with a $9.78 cost per lift store visit
The Placed attribution study also measured the demographics, geography, business and installed aps affinities of the exposed audience that visited the advertiser’s store, compared to the rest of the placed panel.