Tap Footfall

Objectives

The primary objective of the campaign was to drive measurable foot traffic to Tap’s Miami location using strategic Out-of-Home (OOH) advertising.

Methodology

StreetMetrics' Visitation Analysis is designed to measure in-store foot traffic attributable to an Out-of-Home (OOH) ad campaign. Our technology identifies mobile devices that were exposed to an OOH ad, then determines if the exposed devices appeared at a given location. We leverage trillions of points of geo-location data to effectively measure store visitation as a result of exposure to an OOH ad.

Location Analysis

StreetMetrics draws virtual boundaries around your business location(s) to identify mobile device IDs that have appeared within your business location boundaries. StreetMetrics continuously measures foot traffic at your business location(s) from the start of your Out­ of-Home (OOH) campaign through a specified post-campaign visitation window. We capture the device IDs of this group and label them the "Visitor Group."

Campaign Measurement

StreetMetrics' proprietary technology measures mobile devices exposed to the advertiser's Out-of-Home (OOH) ad, and captures the unique IDs of the exposed devices. This group of device IDs is labeled the "Exposed Group."

Visitation Analysis

StreetMetrics compares the Exposed Group to the Visitor Group and identifies matching device IDs. The number of matching IDs equates to unique in-store visitations as a result of exposure to the campaign.

Overview of Results

Overview of Results by Location:

Overview of Results by Month:

Overview of Results by Day of Week

Overview of Results by Week

Overview of Results by Exposure Hour

Conclusion

The Tap OOH campaign clearly demonstrated its effectiveness in driving substantial, measurable lift in foot traffic. With an impressive incremental lift of 1081% and a high confidence level (99%), the data supports the value of strategic OOH screen placements in influencing consumer behavior and driving conversions.