JCDecaux quantifies advertising impact for luxury brand in Singapore mall
JCDecaux Singapore is a subsidiary of the JCDecaux Group, the number one outdoor advertising company worldwide. Founded in 1964, the group is headquartered in France with a global presence in over 3,800 cities across more than 80 countries. The JCDecaux Group manages a portfolio of out-of-home media solutions encompassing street furniture, transport, airports, billboards, and self-service bicycles.
By developing new industry standards for an audience-based approach to campaign optimization and measurement as well as a suite of novel creative advertising solutions, JCDecaux Singapore is leading the digital transformation of the out-of-home industry. JCDecaux Singapore’s advertising portfolio includes over 4,000 advertising faces at Singapore Changi Airport, premium shopping malls and linkways on Orchard Road and the Business District, large format billboards, bus stops, and cinemas.
JCDecaux selected the BlueZoo product Convert to measure the drive-to-store impact of an advertising campaign in ION Orchard mall in Singapore. Together with the measurement of brand uplift, they sought to answer the following question: How much does advertising within the mall impact foot traffic to a specific store? They conducted a study in partnership with a well-known luxury goods brand which we will refer to the brand as Lux.
JCDecaux, together with BlueZoo, placed sensors on the media assets on which Lux was advertising, as well as 2 sensors in the Lux store to capture traffic from both entrances of the store.
Study & results
The study had two stages:
- Measure the probability that mall visitors passing the four advertising sites would find their way to the Lux store. Measurement was carried out for two-weeks pre-campaign to provide a baseline for the experiment.
- Measure the impact on the probability that the visitors would enter the store advertised. Data was collected over four weeks.
During both stages, JCDecaux also measured foot traffic at four control sensors in order to account for any shifts in foot traffic that might be due to external factors such as seasonal events and activities. This was to determine if visitors passing these control locations were more likely to visit the Lux store during the four-week advertising period.
Using four BlueZoo sensors to calculate audience traffic, JCDecaux measured 5,774,985 impressions. These impressions corresponded to visits by 518,903 unique visitors. Of these unique visitors, 2,848 visited the Lux store for at least two minutes. Shorter visits were not qualified as “conversions” and were discarded.
Comparing before and after drive-to-store impact helped us see that the campaign changed visit rates from 74% to 78%. This additional 4% in visitor traffic to the store, due to the JCDecaux advertising campaign, reflects growth of 5.4% as shown in the following diagram. The chart below measures the share of visitors who were in the store over 2 minutes.
Using BlueZoo Convert
The control group sensors showed that there was effectively no change (0.5%) in visits to the Lux store by mall visitors between the baseline period and the advertising campaign.
Janet Loh, Sales Director of JCDecaux Singapore, explains that “JCDecaux’s application of BlueZoo Convert answers marketers’ needs to optimise advertising spend and maximise efficiency. Using BlueZoo Convert to measure drive-to-store impact empowers JCDecaux to deliver better outcomes as a result.”
BlueZoo is delighted to support JCDecaux’s continuous innovation in the advertising industry. BlueZoo technology helps JCDecaux bring the benefits of data-driven out-of-home advertising to fuel marketing performance.
