how online advertising can efficiently bring traffic to stores
TRANSCRIPT
How online advertising can efficiently bring traffic
to stores?
K a t i a D a r d eA p r i l 2 0 1 7
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Offline customers are also online
France Russia
Population 66 mln 140 mln
On the web (16+) 47 mln 85 mln 1st position in Europe
Internet users penetration 86% 70% Expected 10 -15M more in the near future
E-Shoppers 36 mln 30 mln
Share of e-shoppers % 77% 36% Huge potential
Smartphones 40 mln 70 mlnRussia is number 4 country after China, USA and India
FEVAD, EWD report 2016
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How to measure the online activity
impact on brand metrics?
Brand lift – the platform that helps
measure the influence of online
advertising on brand metrics
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Brand lift – How online advertising influences brand metrics?
Brand Metrics to be measured:
Ad Recall(запоминаемость рекламы)
Product Consideration(предпочтение продукта)
Purchase Intent(намерение приобрести продукт)
Simply ask the target audience
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Brand lift – How online advertising influences brand metrics?
Yves Rocher 03-23/10/2016Campaign: Skin daysFormat: Video expand 300x300, mail.ru
Yves
Rocher
Avon L’Oreal Vichy Другое Haven’t
seen any
Ad Recall X2
Which skincare ad have you seen
online for the last 30 days?
Exposed to the campaign Not exposed
Yves Rocher Avon Vichy L’Oreal None of all
Product consideration X1,7
Which skincare brand you would
recommend to your friends?
Yes Already visited There is no store in
my city
Visit Intent X1,6
Do you plan to visit an Yves Rocher store
for a skin diagnosis in the near future?
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Brand lift: Conclusions
Even for a brand with a
considerable notoriety, online
advertising is increasing
brand’s consideration and
purchase intent.
The effect on brand
awareness for brands with low
notoriety can be exponential
and quick.
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How to apply an omnichannel vision to a
Web strategy?
Online to offline conversion –
the new technology that enables
to track offline the audience exposed to
online advertising
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From offline to online & vice versa thanks to WiFi monitoring
- impersonal МАС#
- Without WiFi connection &
App uploading
How it works?- 40-55% of all visitors
- No personal data storage
& treatment
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Online to offline: matching principles
Real world – MAC adresses
Apps world - social network IDs
Matching between
MAC addresses &
social network IDs:
Comparison of Geo
identification with
exact position between
MAC addresses &
active apps
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Performance analysis of online to offline conversion
17/11-04/12/2016Campaign: Routine digital bannersMonitored: 43 stores in Moscow
Online to Offline Conversion x2vs those who clicked
on the banners
Capture Rate x4 vs usual
(people entering the store/
people passing by)
New Visitors Attracted: 51%
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Offline audience Online targeting
Age, gender, revenue, interests, education, geo, hobbies, family, etc.
Data enrichment
Targeting online the offline audience
O2OC (Online To Offline Conversion): how many people
who have seen online ads came physically to the store
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Targeting online the offline audience
Campaign: 23.01-14.02.2017Targeting: visitors of 22 malls in Moscow and St Petersburg where there is an Yves Rocher shop
Online to Offline Conversion up to x7,5vs those who clicked on the banners
Capture Rate up to x4 vs usual
New Visitors Attracted: 34%
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Online to offline conversion : Conclusions
There are tools that enable
to measure the impact of
online advertising on offline
traffic
Targeting offline audience
can be interesting in many
fields: shops, restaurants,
banks, entertainment
To reach new customers it is
possible to extrapolate the
campaigns based on
cumulated DATA & search
online for similar segments
of audience
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