Out-of-home ads left 74% of exposed consumers wanting to visit the store
A major cell phone brand needed real-time proof its out-of-home ads were driving store traffic and holding its position. Exposed and unexposed panels, with exposure confirmed by GPS, found 76% considered the brand and 74% wanted to visit the store.
- Client
- A major cell phone brand
- About the cell phone brand
- A market leader defending its position against close imitators, described in the research only as the most popular smartphone brand ever.
- Solution
- Out-of-home ad measurement, Surveys On The Go®
- Challenge
- Verify that the brand’s out-of-home ads were driving traffic to stores and reinforcing its position, and tie that effectiveness back to product sales.
- Method
- Exposed and unexposed panels surveyed in real time, with GPS confirming which panelists had actually passed the out-of-home placements.
- Result
- Among exposed consumers, 76% considered the brand and 74% wanted to visit the store; 98% liked the brand after three ads.
You’re a major brand.
Which means—you have a giant target, right in the center of your back. The competition is watching closely: their fingers are tight around an arrow, and they’re ready to let it fly now. So, how do you defend your market position, while positively promoting your brand?
You advertise.
And, if you’re the most popular smartphone brand ever, then those ads should be impactful. More specifically, it means you need research to verify that your out-of-home ads are doing exactly what they should be: driving traffic to stores and reinforcing the brand’s position.
Because when you’re on top, everyone wants to be just. Like. You.
They say imitation is the sincerest form of flattery.
Sure, it is. But if you’re in marketing, it could be downright frustrating. You spent a lot of time—and money—on that perfect ad. So, when you’re ready to let it launch, it’s got to work. That means you want the creative to stand out from everyone else, to tell your story better.
This client needed real-time metrics on their ads’ effectiveness. They wanted to gauge their ability to stand out from the competition and to reinforce brand awareness in the market. We’d need to help them to tie advertising effectiveness right back to product sales.
We used Surveys On The Go® (SOTG).
As the nation’s largest, highest-rated consumer panel, SOTG locates consumers in real-time. Here, the app triggers a survey to the client’s target audience. Results are split into two groups: exposed and unexposed. Both panels were spoken to, in order to compare results.
And, because it’s an app, the client received:
In-store behavior
SOTG confirmed ad exposure and tied traffic to the store.
Out-of-home actions
GPS was used to confirm panelists’ exposure using geolocation.
Accurate data
Panelists were spoken to in real time, and validated via the SOTG app.
Consumers were enticed by the ads to stop by the store and view products.
The consumers who saw an ad were more likely to purchase the brand, and to promote it. In fact:
The more exposure a consumer had, the higher they perceived the brand. Frequent ad exposure was found to boost awareness and engagement. This meant that:
Store visits will grow, if the client offers more product experiences and entertainment offers. Consumers like, and are looking for, a hands-on experience. We can see this in:
About the cell phone brand
A major cell phone brand at the top of its category, watched closely by competitors and described in the research only as the most popular smartphone brand ever. It is not named in the source.
About MFour
MFour solves the issues of data fraud and commoditization in research using validated consumer data and a groundbreaking end-to-end insights platform. Utilizing the 4.5 star rated iOS & Android Surveys On The Go® app, MFour collects validated consumer behaviors + surveys to gain deep insights into consumer journeys.
Prove your out-of-home buy moved someone into a store.
Exposed and unexposed panels, GPS-confirmed exposure and validated store visits tie an out-of-home campaign to the traffic it actually created.
Talk to an insights strategist