Traffic Impact Study
Research Objective:
To identify whether or not the foot traffic to a Cellular Brand’s retail locations was impacted by their street furniture ad campaign running from August 2016 through the end of January 2017 in Chicago.
Research Background Information:
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JCDecaux worked with a leading Mobile Measurement company, to identify the foot traffic behaviors between the following two groups of users:
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The test group consisted of people who were exposed to the Out-of-Home (OOH) ad AND visited a designated retail location
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The control group consisted of people who did NOT see the OOH ad AND visited a designated retail location
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Ad exposure was defined by a 131 ft. custom, polygonal geo-fence around each advertising locations that also factored in direction and the potential viewpoint of the ad poster to pedestrians.
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The Mobile Measurement company leveraged and analyzed mobile location data of all the users exposed to the OOH advertisements
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The study limited the impact of the ad campaign on retail foot traffic over a seven-day time period
Campaign Results
- There was a consistent footfall increase ranging from 82% to 108% between those exposed to the ad and those who weren’t
- Consequently, a customer or potential customer exposed to the Out-of-Home campaign from JCDecaux were more than twice as likely to visit a designated retail location compared to the control group (people who were not exposed to the Out-of-Home campaign)
- This study clearly illustrates the strength of JCDecaux’s street furniture in reaching the Carrier’s audience and in driving them to their stores.