In this case study, we explain how Adsquare’s Real-Time Footfall Measurement solution helped Big Imagination Group and Grapeseed Media achieve its drive-to-store (DTS) goals for its client, a US-based quick-service pizza chain.
Founded in 1987, Big Imagination Group is an advertising and communication firm that creates integrated marketing campaigns across all platforms. Its partner, Grapeseed Media, are programmatic-buying specialists who plan, deploy, and manage advanced digital marketing campaigns. Based in New York City, Grapeseed Media has delivered superior results across all verticals with an international scope for more than ten years. Grapeseed Media and Big Imagination Group collaborated with their client – a quick-service pizza chain – to drive customers to their stores and assess the effectiveness of their campaign.
A US-based quick-service pizza chain had a campaign goal of driving consumers to its restaurants. They were looking for a measurement solution to assess the real-world impact of their advertising campaign — measuring footfall to its POIs for a period of seven months. The challenge was to find the right technology to efficiently track the impact of their campaigns on in-store traffic, moving beyond impressions or other digital KPIs.
Grapeseed Media worked in collaboration with Big Imagination Group and leveraged Adsquare’s integration with The Trade Desk to attribute store visits to their campaign in real time. Through this solution, their client could rely on an independent partner, decoupled from media. For Footfall Measurement, Adsquare works solely with 100% transparent, SDK-derived mobile location data collected with user’s consent and it employs a straightforward methodology. Adsquare sends the DSP all MAIDs that have been seen within the POIs provided by the client.
Measuring in real-time allowed this pizza chain to switch its budget to the best-performing advertising set-up and to maximize its spending. Due to the success of the campaign, the plans have been renewed and Grapeseed has launched the initiative for 2023 already.
The constant optimization of the campaign resulted in an increased drive of consumers to restaurants with over 36,000 walk-in visits being measured thanks to Adsquare’s capabilities. The foot traffic across all locations increased while providing a benchmark for future campaigns. Adsquare proves how important real-time Footfall Measurement is for any drive-to-store campaign.
Overall impressions: 12 million
Total walk-ins: 36,200
Here is what Grapeseed had to say about the experience of using Adsquare’s Footfall Measurement solution:
“Adsquare’s Footfall Measurement solution has enabled us to attribute store visits to our digital campaign, make optimizations where necessary, and ultimately drive more sales for our client. While Grapeseed Media self-serves, selects, and manages all aspects of our campaigns, Adsquare has delivered excellent client service and technology.”
– Michael Tea, Senior Manager of Media Trading
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