Faced with a flyer distribution closure in Montreal, Prospect needed to explore alternative avenues for reallocating flyer funds. Our objectives were to increase brand awareness and drive in-store traffic while measuring reach, engagement, and visitation.

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Leveraging our custom analytics model, we identified OOH as a crucial channel for engaging with the Leading National Furniture Retailer’s High Opportunity Customers and Basket Extenders. To quantifiably understand the impact of OOH on driving traffic and store sales, we prioritized a DOOH strategy complemented by mobile amplification.

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We established test and control groups in Montreal based on similar customer affinity data, market size, and media habits. Within the test groups, we implemented a 12-week DOOH campaign and an 8-week mobile campaign, targeting devices that met the appropriate audience, behavioural, and location criteria.

To measure ROI impact, we conducted a Mobile Foot Traffic Attribution analysis to understand how the media efforts translated into store visits:

‍Audience Targeting: Home décor and DIY enthusiasts, along with home renovators

‍OOH Targeting: Devices exposed to the DOOH campaign

‍Location Targeting: Devices that visited The Leading National Furniture Retailer and competitor stores

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