Summary
Pattison Outdoor Advertising aimed to measure the impact of their Out-Of-Home (OOH) campaigns on foot traffic during and after a client's seven-week promotion. Using Arima's unlimited-use marketing mix model, the campaign's success was analyzed using Foot Traffic Analytics (FTA) data combined with OOH media investments.
Campaign Overview
- Duration: 7 weeks
- Media Used: Horizontal Posters, Streetcar Wraps
Challenge
Pattison needed to prove the true business impact of OOH media beyond impressions and reach. Their client wanted to understand:
- Did the OOH campaign actually increase foot traffic?
- Which formats contributed the most?
- How long did the impact last after the campaign?
- What was the total incremental value of the investment?
Traditional attribution methods weren't enough - Pattison needed a privacy-safe, statistically reliable model to isolate the effect of OOH media from other market activities.
Results
Immediate Impact:
- In the first week of the campaign, foot traffic increased by 46% compared to the average of the previous six weeks. This initial surge highlights the immediate effectiveness of the OOH campaign in attracting more visitors.
Peak Performance:
Horizontal Posters and Streetcar Wraps were particularly effective, resulting in a 373% increase in foot traffic at their peak during the fifth week of the campaign. This impressive spike underscores the power of strategic OOH placements in driving significant consumer engagement.
Sustained Lift:
Even after the campaign ended, the client experienced a 6.5% increase in foot traffic for six weeks post-campaign, compared to pre-campaign levels. This sustained lift indicates the lasting impact of the OOH campaign on consumer behavior and brand visibility.
Over the seven-week campaign, foot traffic increased by 30%, resulting in an additional 280,000 store visits across a 19-week modelling period. This total impact, inclusive of a net bonus of extra visitors, demonstrates the comprehensive effectiveness of the campaign.
With Arima's advanced modeling capabilities, Pattison was able to confidently measure and validate the true lift in foot traffic driven by their OOH campaigns. Horizontal Posters and Streetcar Wraps generated immediate impact and delivered sustained increases in store visits long after the promotion ended.
