TORONTO, CANADA – January 15, 2013 – ADCentricity Corporation has released the results of a case study aimed at quantifying the effects of digital location based marketing on retail purchasing. The study was conducted in partnership with iSign Media (which operates the Mac’s Couche Tard in store digital network) during November and December 2012 in ten Mac’s Convenience locations in Toronto. The number of point of sale (POS) transactions were observed for a group of products in the breath fresheners category during a control period of 30 days split into three 10 day segments. A 15 second generic ad ran for a 10 day test period promoting the purchase of breath fresheners and POS transactions were observed to measure whether any lift was achieved.
Key points and findings of the study:
• The average cost of a 15 second ad per location per day is $5.32 ℀
• The average impressions per location per day are 1,180℀
• A 15 second spot plays, on average 648 times per location per day on in store and POS screens
• 20.81% lift in sales for the group of products in the breath fresheners category was observed during the 10 day test period
Éva Pusztahegyi, Director of Network Partnerships at ADCentricity coordinated the case study and notes the importance of being able to work cooperatively with partners such as iSign to test the effectiveness of the medium and provide clients with evidence and supporting data.
ADCentricity Director of Business Development, Stephanie Mole, is delighted with the findings. “ADCentricity is very enthusiastic to report a 20.81% uptake in “breath fresheners” product transactions due to DOOH support.” Continued Mole, “ADCentricity is looking forward to proving studies for other product categories. Moving forward, ADCentricity plans to examine the effectiveness of additional location based marketing initiatives including; sku triggers, SMS, in store radio, Bluetooth, WiFi, and mobile – alone and as part of cross channel initiatives.”