The classic lament of an advertiser is that they’ll waste 50% of their advertising spend… but won’t know which half. BlueZoo location analytics can answer this question in the context of drive-to-store advertising.
A traditional case is advertising in a downtown area or a mall. BlueZoo sensors can be placed at local print or digital advertising, as well as at the destination store. Before an advertising campaign is run, the sensors calculate the baseline traffic: the number of people on a given day that pass the advertising locations and make their way to the store. These numbers are compared with the traffic to the store measured after advertising is posted.
The uplift represents the value of the advertising, other than traditional brand reinforcement, and quantifies the campaign effectiveness, including ad artwork and placement. BlueZoo can serve as both a measurement of the comparative value of different ad artwork, and of different placement locations.
JCDecaux, the world’s leading provider of out-of-home (OOH) advertising, measures the impact of drive-to-store advertising in a luxury mall in Singapore.
Using the BlueZoo Convert product, JCDecaux measures the foot traffic delivered by OOH advertising, and compares it to a measured baseline to calculate the uplift in traffic to a store.
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