Enka TC estimated efficiency of online advertizing for involvement of buyers at shopping center

DA agency! skipper and NPO Analitika in March, 2018 published results of a campaign for promotion of gallery of shops in Capitol shopping Center (Enka TC).

Objectives

Attraction of new traffic in shops of shopping and entertainment center became the main objective of a campaign.

Campaign course

The campaign was waged in time from December 1 to December 31, 2017. Target audience were:

• Regular customers of Capitol shopping and entertainment center (Vernadsky Ave.) and similar audience (look-alike);
• Regular customers of several large shopping complexes located in proximity to Capitol shopping Center.

Technologies of the advertizing platform:

• Local targeting (geolocation: Capitol shopping Center + 5 km)
• Targeting on interests (a fashion and shopping).

Tools:

• Multiformat
• Roundabout

During the campaign the advertizing efficiency taking into account conversion of demonstrations was estimated at visits to shops of shopping center using Online-to-Offline technology (measurement of influence of online advertizing on offline visit).

Also it was succeeded to receive transparency of costs for promotion and to measure the cost of involvement of the client from online in offline.

The technology allowed to estimate attendance of shopping center depending on viewing by different segments of audience of declarations with different advertizing formats and platforms.

Campaign results

• Multiformat shows higher rates on attendance after viewing advertizing, than the Roundabout format (the audience response — is 25% higher).
• Audiences of NPO Analitika showed higher effectiveness (+30%) by the number of the attracted visitors in Capitol shopping Center in comparison with local targeting.
• The average time of stay after viewing advertizing exceeded an average value of stay in shopping center of all other visitors for 26%.