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Life After Lockdown: How To Drive More Customers To Stores in 2021

26 February 2021, Friday | By: Giulia Grazzini
15 min read
life after lockdown

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.

As restrictions begin to ease in many countries, many ask us how to prepare for life after lockdown. With the mobility limitations we faced since the declaration of the global pandemic, the advertising tactics needed to be redefined. You have been tasked with finding new ways to reach and engage with your audiences, as all previous assumptions about consumer habits no longer reflected reality. Current news is that governments will start to lift anti-Covid-19 measures, leading to increased mobility.

In the UK, starting from April 12th, all shops, gyms, spas, theme parks, libraries and community centers will be allowed to reopen, restaurants and pub gardens will be allowed to serve customers sitting outdoors and domestic holidays will be permitted¹. Germany shows very similar tendencies, even if the opening may come a little later. In the US, if the country maintains its current pace of administering first vaccine doses, about half of the total population will be vaccinated around mid-August 2021, and nearly all around late February 2022².
In view of life after lockdown, how can we respond to new consumer habits and needs again? Here are a few tips how Adsquare can support you in improving ad engagement, drive store visits and optimise your marketing ROI. Because one thing is for sure: people are keen to spend on the High Streets again!

Proximity Targeting
Proximity Targeting is a location-based targeting solution actionable via our pre-bid API integrations into all leading DSPs. Our technology enriches mobile devices’ or DOOH screens’ geo-location sent in the bid request with spatial data in real-time. In short, advertisers can reach mobile audiences or OOH screens based on their location context in the moment of ad impression. Understanding the real-time location and context of consumers will help you to deliver more relevant campaigns as your products and services are top of mind; the messaging can be tailored to the emotional state of the desired audience so that more customer visits to your locations can be achieved.

Programmatic Activation of DOOH
With more people hitting the streets again, OOH advertising is set to rise. Adsquare’s OOH platform allows you to analyse what poster locations and screens are frequented by what type of audience at what part of the day. This knowledge about consumer movement equips you with valuable insights to run even more efficient campaigns. Via Adsquare’s pre-bid integrations with leading DSPs, you can activate fully programmatic DOOH campaigns with messaging tailored to specific customer audiences. Thanks to the data-driven and digital transformation, DOOH is quick to activate and you keep all the flexibility to turn things off if needs be – that’s a big plus in uncertain times like these.

“Analysing and understanding audience activity is essential for marketers in order to monitor new audience segments and mobility patterns to optimise the impact of client advertising.”
Adam Powell, Head of Data at Kinetic Worldwide

Omnichannel Footfall Measurement
In view of returning to a multidimensional life, reaching consumers across the full variety of touchpoints available and measuring campaign results omnichannel is fundamental. Adsquare is able to attribute store visits to your advertising campaign across OOH, Video, Desktop, Mobile, Audio, CTV and Social. With the ability to measure customer visits in real time, you can identify optimisation potential and subsequently adjust, for example, channels, creatives and budgets immediately while your campaign is running.

Last but not least, the technology measuring the results of your drive-to-store campaign should be independent of the technology running the campaign. Working with Adsquare as your independent third-party intelligence provider on your DSP of choice results in unbiased insights for your advertising campaign you can rely on.

Adsquare is setting the stage for a life after lockdown by connecting the digital and physical worlds of consumers. We do this by leveraging spatial data, audience data and movement data to reveal consumer behaviour globally – for data-driven campaign planning, precise targeting capabilities and footfall attribution for campaign optimizations. If you’re keen on learning more, we invite you to visit our whitepaper section or reach out to us via this contact form to schedule a call.

¹ https://www.bbc.com/news/explainers-52530518
²https://www.nytimes.com/interactive/2020/us/covid-19-vaccine-doses.html

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.