Xaxis, the outcome media company and GroupM’s advanced programmatic arm, on Monday announced the results of a recent campaign for retail brand Manyavar that tracked individuals from digital outdoor exposure to retail store visits.
Implemented on mobile and digital out of home (DOOH) advertising, the campaign was the first of its kind to track attribution from individual OOH exposure against subsequent consumer behavior.
The campaign attribution study was designed to help Manyavar evaluate cross-media frequency management between DOOH and mobile. Xaxis used geo-fencing technology to measure DOOH exposure among individuals, then against mobile ads delivered to the same locations. Results revealed that store footfall increased by 198% among groups exposed to both outdoor and mobile ads, meaning those who had been engaged by outdoor and mobile sequentially visited Manyavar stores three times as often as those who had not. In addition, users who had seen the OOH ads interacted more with the mobile ad compared to users who had not.
"Our client Manyavar was open to the idea of measuring the outcome of the campaign and analysing the audience using OOH + Mobile. Xaxis and Kinetic worked in collaboration to showcase the potential of driving incremental reach using mobile as an extension of OOH and then measuring audience behaviour. The data and insights are a clear indication of great synergies between both these medium," said Rachana Lokhande, CO-CEO, Kinetic India.
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