New York, NY (November 13th) – Unibail-Rodamco-Westfield’s Brand Ventures division and Quividi, the global leader in audience and content analytics for Digital Out Of Home and Visual Retail, conducted a pilot campaign last month, proving that delivering targeted ads on the URW Network not only drives a higher ad attention time but also increases conversion with an impact on in-store sales. The two partners recruited two legacy tenants – Aldo, the international Canadian shoes and accessories manufacturer and retailer and PANDORA, the Danish premium jewelry manufacturer and retailer – which provided multiple targeted creatives as well as a piece of generic brand creative.
The pilot ran for two weeks across nine centers in which each brand had a retail presence:
– Week 1 (10/8-10/14): Week 1 served as a “control week,” to capture baseline level of metrics. Zero brand advertising took place this week. URW collected sales data from the clients to understand baseline performance without accompanying advertising.
– Week 2 (10/15-10/21): Week 2 served as the “trial week,” to collect data, match sales and the shown content (generic vs. targeted) on each day. Generic creative and targeted creative was interspersed by center and day within loops across 7 of the centers (2 centers remained collecting sales data only, to serve as a control for baseline performance).
The pilot compared the two types of advertisements to better understand which type of creative resonates better, both ultimately positively impacting revenues.
Aldo’s targeted ads drove a higher attention time than generic ads (+31%), which resulted in a double digit increase (+11%) in basket size in-store. Pandora’s targeted ads also drove a higher attention time than generic ads (+17%), which had a direct impact at the register (+16% increase in number of transactions).
“As the digital space has continued to evolve over the past two decades, out of home advertising has been overlooked”, said Claudia DeVivo Retail Marketing Manager – PANDORA, U.S. “Creativity is limited, targeting is challenging, and attribution is impossible. With the advanced dynamic content triggers of URW’s new digital out of home displays, we were able to enhance the creative storytelling power of our advertising, garnering increased brand consideration, and transactions. This exciting innovation allowed us to deliver a relevant and compelling campaign, and provided a level of measurement not traditionally experienced with this medium.”
“With this project, URW Network continues to prove the power of digital-out-of-home and its ability to reach consumers in real-time and influence conversion,” said Loren Miller, Senior Vice President of Unibail-Rodamco-Westfield Brand Ventures.
“These results show how impactful Quividi’s campaign contextualization technologies are to brand retailers, which can play the most highly targeted content to drive in-store traffic and sales,” concluded Ke-Quang’s Nguyen-Phuc, CEO Quividi.
Quividi’s solutions help marketers measure and optimize the performances of their DOOH and visual retail communication. For each content, the system determines, in real time, the number of viewers, broken down by demographics (age, gender), facial attributes (glasses, beard) and mood, as well as the opportunities to see and the viewers’ attention time, while fully respecting privacy.
For more information, please contact Denis Gaumondie, Chief Marketing Officer, firstname.lastname@example.org
Created in 2006, Quividi is the industry standard in real-time audience & content analytics for digital signage and visual retail, with over 600 end-customers and 1 billion people counted every month in 80+ countries. Marketers use Quividi to measure and optimize their communication strategies on public screens. They tap into Quividi’s solutions to test, plan, trigger and monetize their content, resulting in optimized audience & shopper engagement metrics (attention time, traffic, sales).
Quividi’s video analytics solutions fully respect privacy, as they never store any face image or collect any biometric identifier.