We Belong Here

Objectives

The primary objective of this campaign was to drive incremental website traffic for the We Belong Here Festival through strategic Out-of-Home (OOH) advertising efforts.

Methodology

StreetMetrics' Website Lift Analysis is designed to measure the incremental number of webpage visits which can be directly attributed to an Out-of-Home (OOH) advertising campaign. Incrementality is defined as the lift that the advertising campaign provides in webpage visits above normal webpage behavior that occurs without the effect of advertising. We measure the webpage visit rate for a sample of consumers who were exposed to the ad and compare it to the webpage visit rate from a control group who were not exposed. The difference is the incremental lift.

Pixel Placement

The advertiser implemented the StreetMetrics pixel (a snippet of code) on key webpages of their website at the beginning of the OOH campaign. This pixel fired on each page load, passing back visitor information (IP address) to StreetMetrics for measurement.

Campaign Measurement

StreetMetrics measured mobile devices exposed to the OOH ad and captured unique device IDs. This group was labeled the “Exposed Group.”

Control Group & Deduplication

A deduplicated control group was built by removing any overlapping devices from the exposed group and from existing site visitors. This ensured unbiased results for comparison.

Visitation Analysis

StreetMetrics cross-referenced website visitor data with the exposed group and compared it to the control group. The difference between the two groups represents the impact of the OOH campaign.

Overview of Results

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 "We Belong Here" campaign showed a massive lift in digital conversions, validating the power of OOH ads for driving online engagement. With a homepage visitation rate of 14.91% and a 126x increase in purchase actions compared to the control group, the results demonstrate the campaign’s effectiveness across all measured metrics. The confidence level of 99% across all outcomes reinforces the validity of these insights.