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Driving online and offline traffic with Adsquare´s audience and location intelligence

5 min read
Advertiser: GameStop
DSP:Adform
Agency:Digital Angels
Region:Italy
Vertical:Retail - Gaming

GameStop, the largest video game retailer worldwide, wanted to drive users to their stores by promoting the opportunity to give back used items in exchange for a discount on a new game by Sony. Furthermore, they wanted to increase web visitors by bringing users to the landing page of the promotion. The campaign ran between July and August 2021 and involved almost 300 stores across Italy.

Challenge

While Italy was still affected by restrictions due to the Covid-19 pandemic, Digital Angels and GameStop needed to find a tech partner that would allow them to reach their target audiences precisely and maximize their ad investment. 

Solution

To overcome the challenge, Digital Angels and GameStop decided to leverage the full potential of Adsquare´s audience and location intelligence. Digital Angels supported GameStop in the collection of latitudes and longitudes related to the complete list of stores in Italy and Adsquare employed such information to provide two solutions:

  • Proximity Targeting, to target users in the proximity of GameStop stores and incentivise them to visit GameStop points of sale;
  • Place Visits, to reach people who had visited GameStop stores in the previous weeks, thus with an affinity or interest in the brand. 

Digital Angels activated the campaign via Adform, thanks to Adsquare´s integration with the world’s leading DSPs.  

Result

The campaign performed very well, with an increment of store visits and excellent results in terms of traffic acquisition. Specifically: 

  • Adsquare´s Footfall Measurement solution registered that 10% of exposed users visited GameStop stores;
  • The campaign resulted in a 400% increase in CTR compared to other hyperlocal campaigns that did not employ Adsquare´s data, proving that smart leverage of Adsquare´s technology can make a significant impact on campaign performance.  

Thanks to the strategy developed by Digital Angels and Adsquare, we were able to start an innovative project that allowed us to identify qualified users and drive them to the stores. I am very satisfied with this project which has exceeded the expected results!” – Angelo di Giorgio, Head of Digital Marketing, GameStop 

We are always looking for new tools to help our customers reach their objectives. GameStop gave us the opportunity to partner with Adsquare to implement a Drive-to-Store and Drive-to-Web campaign as well as to measure it. We are very satisfied to have found a one-stop partner like Adsquare that we can truly rely on.”

Gian Marco Vignaroli, Programmatic Specialist, Digital Angels

About Giulia Grazzini

Giulia is the Senior Marketing Manager of Adsquare. Originally from Italy, she landed in Berlin after many years in the City that Never Sleeps and in beautiful Sydney.

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