Client: IKEA Canada
Partners: Dentsu Canada, The Trade Desk, and Adsquare
Objective: To drive and measure in-store visits as part of IKEA’s “Sleep Complete” campaign.
The challenge: Measuring real-world impact in a multichannel world
IKEA Canada, in partnership with Dentsu Canada, launched the “Sleep Complete” campaign to promote their range of sleep products. The campaign was designed to drive in-store foot traffic, but the team faced a critical challenge: measuring the real-world impact of their digital advertising efforts across multiple channels, including mobile, desktop, tablet, and Connected TV (CTV).
With digital and real-world engagement increasingly interconnected, IKEA needed a reliable, real-time measurement solution to:
- Attribute store visits to specific media channels.
- Gain actionable insights into the effectiveness of their media spend.
- Optimise their campaign on the go to maximise ROI.
Achieving this level of precision in attribution required a cutting-edge solution that could link online activity with offline outcomes, all while adhering to strict privacy regulations.
The solution: Adsquare’s measurement expertise
To meet this challenge, IKEA and Dentsu Canada partnered with Adsquare and media buying platform The Trade Desk to deploy Adsquare’s daily and weekly visitation data feed. Adsquare Measurement allowed IKEA to:
- Track store visits in real time and link them to specific media channels.
- Gain a granular view of campaign performance across devices and channels.
- Dynamically optimise the campaign based on real-time foot traffic data.
Why Adsquare?
Adsquare’s privacy-compliant technology ensured accurate, reliable data attribution. By seamlessly integrating with The Trade Desk, Adsquare provided a robust measurement solution that empowered IKEA and Dentsu to fine-tune their strategy while the campaign was live, reallocating budgets to top-performing channels for maximum impact.
The strategy: Real-time insights for continuous optimisation
IKEA and Dentsu Canada adopted a data-first approach, leveraging Adsquare’s real-time visitation data to measure and optimise campaign performance. The strategy focused on understanding how digital campaigns translated into real-world customer engagement. Adsquare’s insights enabled the team to:
- Analyse foot traffic driven by their programmatic efforts across mobile, desktop, tablet, and CTV.
- Monitor unique visitors and incremental traffic to stores.
- Adjust budgets and strategies dynamically to boost performance mid-campaign.
This agile, insight-driven strategy maximised the effectiveness of IKEA’s advertising spend, ensuring a measurable and tangible impact.
The results: Transparent ROI and tangible impact
Adsquare’s cutting-edge measurement solution delivered powerful results for IKEA Canada:
- 4,067 total store visits driven by the campaign.
- A Cost Per Visit (CPV) of $7.38, reflecting efficient use of media spend.
- Transparent attribution of store visits across multiple media channels.
These insights revealed how programmatic advertising directly influenced foot traffic, providing IKEA with a clear understanding of their Return on Investment (ROI) and enabling them to make more data-driven decisions for future campaigns.
The impact: Turning insights into action
With Adsquare’s support, IKEA and Dentsu Canada achieved:
- Precise attribution: Accurately linked store visits to media spend across mobile, desktop, tablet, and CTV.
- Optimised campaigns: Used real-time insights to adjust media strategies mid-flight, ensuring better performance.
- Deeper customer understanding: Tracked unique and incremental visitors, gaining valuable behavioural insights.
- Data transparency: Delivered a clear picture of campaign ROI, showcasing the true value of programmatic media.
Technology that drives results
- Measurement API: Adsquare’s daily and weekly visitation data feed provided accurate, actionable insights that allowed IKEA to optimise their campaign in real time.
- Seamless DSP integration: Adsquare’s measurement solution integrates effortlessly with platforms like The Trade Desk, ensuring compatibility and ease of use wherever media is bought.
Conclusion: Real-world results from digital investments
By partnering with Adsquare, IKEA Canada and Dentsu Canada turned a challenging attribution problem into a success story. Adsquare’s real-time measurement solution proved invaluable in linking online advertising to offline results, empowering IKEA to optimise campaigns, reduce costs, and drive over 4,000 in-store visits.
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