RETAILER’S KEY TO INCREASED FOOTFALL IS LOCATION VERIFICATION
See how one retailer used location verification tools to enhance footfall and increase media efficiency by 64%
Retail is an industry under pressure. With paper thin margins, it is increasingly important that brands make cost savings and improvements to footfall.
Inaccurate data flooding retail
Many brands are blissfully unaware of the money they are losing through ad-fraud, specifically within their location-targeted campaigns. Getting the right message to people in the right location is key to attracting customers into stores. But, right now, too many ad campaigns are based on inaccurate data and they are landing in the wrong locations.
We are almost certain that no one from Belgium will be travelling to a high-street store in Nottingham for a weekly deal they have on (unless the deal is fabulous enough to justify a Eurostar ticket and time off work!).
Up to 80% of location data is inaccurate – so there’s huge benefit in verifying your supply. Tackling this head-on is a prime opportunity for retailers to get more bang for their buck.
For one high-street retailer, getting maximum value for money was top of their priority list. They could see massive potential in location-targeted campaigns. But despite the high spend on their previous campaigns, they weren’t seeing any impact on the amount of store visits or quantifiable returns from their media spend.
Location Sciences was brought on board to get campaigns back on track. Its Verify platform monitored performance and how the quality of location data was impacting on results. Verify was able to spot the lack of targeting immediately. Although this was a location-based ad campaign, over 70% of the adverts were not reaching the target audience. This happens more commonly than either brands or agencies are aware of. Verify measures two main categories for impression quality: POI health (place/point of interest health) measures how many impressions are accurately served in the correct location parameters for the campaign, and Location health assesses the overall signal quality of impressions.
Verify heatmaps and summary board illustrated that the targeting quality (POI health) of the campaign was very low:
By working with agency and supply partners, the Verify team identified that the POI health was low because the campaign was set up incorrectly and the ads were being targeted in the wrong place. Instead of being served in areas around the store, this campaign was set to run nationwide. This is a serious issue because it eliminates the positive impact of using location advertising.
Using our technology, advertisers can implement highly precise location targeting which gives ads the opportunity to reach their full potential and relevancy for customers. On this campaign, the Verify heatmap clearly showed that impressions were being delivered all over the UK instead of within the intended catchment areas around the stores.
By utilising Verify, the retailer’s campaign was adjusted accordingly and monitored regularly to maintain effectiveness. After the correct geo-fences were put in place, and poor-quality signals were removed, the campaign performance rose significantly which materialised as a significant visible uplift in targeting and impression quality.
64% increase in media efficiency to encourage footfall
By analysing the data before and after Verify implementation, this retailer saw a 64% overall uplift in impression targeting and quality, meaning that their ads were now hitting the mark in the retailers desired locations. Verified and accurate location marketing is a vital step to encourage footfall into stores. Providing complete transparency on location ad delivery allows marketers to gain more control over their media spend, make their budgets go further and drive footfall.
This high street retailer is just one which has woken up to the need to improve transparency over ad spend. American retail giant Walmart recently told AdAge that it works with outside partners to prevent ad fraud, verify display and ensure brand safety. It’s time for the rest of the retail world to retaliate and get the best possible results from their location-targeted campaigns, too.
If your organization uses location data, contact us to learn how improved accuracy and quality reduces waste and produces better marketing results and outcomes.