10 min read 
Adsquare has been awarded the MMA Smarties Award 2020 for its footfall measurement product. With the awarded campaign, that launched in cooperation with Marriott International and Publicis Media, Adsquare’s solution belongs to the best location based services in APAC of 2020.
Nicolas Mear, GM APAC at Adsquare, accepted the award in Singapore and comments: “This award is a great recognition of the solutions we offer to marketers. Less than a year ago we opened our office in Singapore and receiving this award makes me proud. Getting the most out of your advertising campaign is more relevant than ever in these special times. I would like to thank our partners Publicis Media and Marriott International, as well as the entire Adsquare team.”
Due to the coronavirus pandemic, hotels have seen a drastic drop in hotel bookings. As a response, Marriott and their agency Publicis Media shifted their strategy to increase awareness and understand consumer behaviour towards Marriott´s Food and Beverage (F&B) establishments. Publicis Media engaged Adsquare as a neutral and independent footfall measurer to quantify actual store visits to Marriott’s F&B after being exposed to their ad campaigns in 7 different countries in APAC. Adsquare is the leading Audience and Location Intelligence Company available in more than 40 markets. Adsquare is the only provider that – by leveraging high density location data signals collected through SDKs and with users’ consent – is able to understand users’ offline behaviour in the most accurate way possible.
Based on Adsquare´s intelligence, Publicis Media was able to measure offline visits attributed to media activations on programmatic display and social media. The creatives were strategically split into different pillars to test what type of content resonated the most within the target audience. When users were exposed to Marriott´s ad on their personal devices and walked into a Marriott store, Adsquare attributed these visits back to the campaign within a 7-day lookback period to realise the true impact of the ads.
Adsquare’s Footfall Measurement solution activated on programmatic Display and social media allowed Publicis Media to optimise their media spend in real-time during the campaign based on best performing creatives, ad formats, inventory & audience strategies. Thanks to these optimisations, Marriott gained 63% savings in Cost per Visit in only one month.
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