Unibail-Rodamco-Westfield / @Quividi Pilot Proves Targetted #DOOH Effectiveness
Adrian J Cotterill, Editor-in-Chief
Unibail-Rodamco-Westfield’s Brand Ventures division and Quividi, the global leader in audience and content analytics for Digital Out Of Home and Visual Retail, conducted a pilot campaign last month, proving that delivering targeted ads on the URW Network not only drives a higher ad attention time but also increases conversion with an impact on in-store sales.
The two partners recruited two legacy tenants – Aldo, the international Canadian shoes and accessories manufacturer and retailer and PANDORA, the Danish premium jewelry manufacturer and retailer – which provided multiple targeted creatives as well as a piece of generic brand creative.
The pilot ran for two weeks across nine centers in which each brand had a retail presence:
– Week 1 (10/8-10/14): Week 1 served as a “control week,” to capture baseline level of metrics. Zero brand advertising took place this week. URW collected sales data from the clients to understand baseline performance without accompanying advertising.
– Week 2 (10/15-10/21): Week 2 served as the “trial week,” to collect data, match sales and the shown content (generic vs. targeted) on each day. Generic creative and targeted creative was interspersed by center and day within loops across 7 of the centers (2 centers remained collecting sales data only, to serve as a control for baseline performance).
The pilot compared the two types of advertisements to better understand which type of creative resonates better, both ultimately positively impacting revenues.
Aldo’s targeted ads drove a higher attention time than generic ads (+31%), which resulted in a double digit increase (+11%) in basket size in-store. Pandora’s targeted ads also drove a higher attention time than generic ads (+17%), which had a direct impact at the register (+16% increase in number of transactions).
Claudia DeVivo Retail Marketing Manager – PANDORA, U.S. told us “As the digital space has continued to evolve over the past two decades, out of home advertising has been overlooked. Creativity is limited, targeting is challenging, and attribution is impossible. With the advanced dynamic content triggers of URW’s new digital out of home displays, we were able to enhance the creative storytelling power of our advertising, garnering increased brand consideration, and transactions. This exciting innovation allowed us to deliver a relevant and compelling campaign, and provided a level of measurement not traditionally experienced with this medium.”
CEO Quividi Ke-Quang Nguyen-Phuc told us “These results show how impactful Quividi’s campaign contextualization technologies are to brand retailers, which can play the most highly targeted content to drive in-store traffic and sales”.
Quividi’s solutions help marketers measure and optimize the performances of their DOOH and visual retail communication. For each content, the system determines, in real time, the number of viewers, broken down by demographics (age, gender), facial attributes (glasses, beard) and mood, as well as the opportunities to see and the viewers’ attention time, while fully respecting privacy.
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