Apex Exchange Canada/Starcom
lift in foot traffic
brand consideration lift
ad recall lift
Walmart, through their media agency Starcom via Apex Exchange Canada, wanted to leverage programmatic DOOH among back to school shoppers. The objective was to increase footfall traffic and drive sales in stores.
The campaign ran in late summer and early fall of 2021. Working closely with their partners, Hivestack delivered the creative to large format and digital billboards across Ontario.
Hivestack began by building a custom audience based on three unique segments, which included:
Walmart competitor customers
Back to school shoppers
The campaign was then activated strategically by tapping into proximity geofencing, meaning that only screens located within a custom radius around specific Walmart locations were targeted.
In order to measure the results, Hivestack also ran both a brand lift study and a foot traffic lift study.
By leveraging unique benefits of programmatic DOOH, the campaign proved to be a great success, driving a 1.38x lift in foot traffic. The Hivestack DSP over delivered on impressions and outperformed on both the brand lift and foot traffic lift studies. Results for the Walmart campaign included:
18% brand consideration lift
24% ad recall lift
131% intention lift
52% brand opinion lift