How online advertising can efficiently bring traffic to stores

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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KATIA DARDE

Client Service Director

DaSkipper

+7 926 077 66 93

[email protected]