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Case Studies

AdBrain & On Device Research Prove Online Advertising Drives Increased Footfall for UK Retailer

Date: 2nd Aug 2016

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An interesting insight into how online advertising can positively impact in-store footfall. AdBrain’s partnering with On Device Research to determine the effectiveness of cross-device for a leading UK retailer showed that store visitation saw a significant 45% increase. On top of that, it determined that ad dwell time was higher for those exposed in-app versus mobile web and desktop. Ad recall was also higher across mobile generally, than desktop, yet first brand mentions were highest for those that had been exposed to both the desktop and mobile campaigns. Great results and proof that, regardless of whether you are an ecommerce retailer or not, if your customer base is online, then you need to be too.

Case Study Content

The digital world is increasingly fragmented, with customer journeys taking place across many different devices, channels and platforms. Yet many brands continue to work with numerous vendors and solutions across devices, leading to missed opportunities to create a personalised journey and unique experience for consumers.

With its customer ID mapping technology, Adbrain breaks down these siloes and has recently partnered with On Device Research to determine the effectiveness of a cross-device campaign for a leading UK retailer.

The retailer wanted to better understand the impact of each device across 3 key dimensions:

  • Reach: How well did the campaign reach its intended audience?
  • Brand Impact: What was the impact on brand metrics?
  • Store Effect: What was the impact on store visitation?

While ad measurement studies have traditionally tracked the impact of ads on a particular device type in isolation, On Device Research used Adbrain’s cross-device technology to give the retailer a better view of exactly which display channels impact performance.

The results speak for themselves, showing a significant uplift in ‘first mentions’ and store visitation amongst those who experienced the campaign cross-device, rather than on just one display channel.

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