Driving restaurant footfall: The Ivy secures Gold at 2025 Outdoor Media Awards with Scoota and Adsquare’s location intelligence

The Ivy Collection’s Summer 2024 DOOH campaign, a testament to exceptional programmatic execution and precise measurement, earned Gold in the Programmatic OOH Award and Bronze in the Tech Innovation Award at the 2025 Outdoor Media Awards by Bauer Media Outdoor UK. This award-winning collaboration between The Ivy Collection, Scoota, and Adsquare showcases the transformative power of data-driven advertising in the out-of-home space.

Objective

The Ivy Collection aimed to significantly increase footfall to several of its key restaurants by leveraging intelligent, contextually relevant creative in programmatic Digital Out-of-Home (DOOH) activations. To achieve this, they needed a solution that would validate campaign impact in the physical world and precisely attribute restaurant visits to ad exposure.

Strategy

Scoota’s strategy focused on three key areas: dynamically adjusting ad creatives based on real-time weather conditions, linking each creative to a QR code for the local restaurant, and highlighting typical walking times to ensure each ad was highly relevant at the point of delivery.

To meet The Ivy’s objective, Scoota devised a creative-first approach, leveraging Adsquare Measurement to maximise the impact of their programmatic DOOH campaign by demonstrating a clear uplift in physical visits. 

Execution

Scoota deployed over 40 creative variations across five key restaurants, using a combination of Dynamic Creative Optimisation (DCO) and standard treatments, all continuously optimised for maximum success.

To measure the campaign’s impact, Adsquare Measurement was leveraged, applying footfall attribution with a 7-day lookback window. This solution was seamlessly integrated with Scoota, automatically sending visit data to the platform, enabling the team to understand which users visited The Ivy’s restaurants after ad exposure for near real-time campaign attribution analysis. 

Results

The partnership between Scoota and Adsquare yielded exceptional results, demonstrating the tangible impact of data-driven DOOH advertising:

• 144% uplift in restaurant visitors

Key takeaways

This case study with The Ivy Collection and Scoota demonstrates how Adsquare’s robust location intelligence solution enable advertisers to:

• Prove campaign effectiveness with footfall attribution: Adsquare Measurement provided clear, measurable outcomes, linking ad exposure to real-world store visits for budget and creative optimisation.

Client testimonial

“Footfall attribution enables us to measure the real-world impact of our DOOH campaign. With The Ivy, it allowed us to optimise performance based on real-time environmental factors. That’s the beauty of combining data with creativity — you get results you can feel, not just measure.”

— Hannah Scott, VP Client Service at Scoota

Conclusion

By combining Scoota’s creative execution and programmatic delivery with Adsquare’s precise location intelligence and robust measurement capabilities, The Ivy Collection successfully drove and validated a remarkable increase in restaurant footfall. This collaboration underscores the power of data-driven advertising in transforming campaign outcomes and delivering measurable ROI in the physical world. 

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