Recap
Goal
The client's goal was to create awareness for their new brand in Houston and Atlanta, increase user sign-ups, and ultimately drive visits to local brand locations. The mobilads team provided an exterior activation with wrapped rideshare vehicles, as well as interior activation using headrest organizers with a call to action for passengers to sign up. Finally, we provided retargeting via paid-display in order to amplify the impact of the campaign on people who saw the ad on a car.
Key Learnings
Those exposed to the rideshare campaign had a 2.75x higher visitation rate to brand stores compared to those that did not see an ad.
The retargeting campaign delivered a 2.5x better click-through rate from exposed impressions compared to those retargeted from search.
We analyzed over a dozen demographic and behavioral features for both the audience in Atlanta and in Houston in order to highlight major differences. The largest difference was in the size of the native Spanish speaking population (a 3x higher ratio), and subsequently the number of speakers categorizing themselves as less than "very good" at English. This is evidence that the messages impact could have been reduced in Houston due to this language barrier.
VISITATION RATE OF EXPOSED AND UNEXPOSED
PERFORMANCE BY AD CAMPAIGN
Methodology
Using our proprietary data attribution model we combined GPS coordinates from rideshare vehicles, store visits and mobile device IDs to determine people that were exposed to the ad and visited a brand store in Atlanta and Houston.
We then compared the differences between the exposed visitation rate of the store locations to the unexposed visitation rate.
Then, to measure the effectiveness of the retargeting campaign, we compared the click-through-rate for device IDs that were exposed versus IDs found through search retargeting.
After observing and modeling the campaign data we established, with greater than 99% confidence, that the exposed audience had a higher visitation rate than the unexposed audience.
Definitions
- Total Estimated Impression: Estimation derived from a variety of data sources including census data, daytime population data, travel surveys, government surveys, traffic data, and our mobile location data.
- Total Estimated CPM: Total cost per 1,000 Total Estimated Impressions.
- Exposed Impression: A user that was matched with a vehicle by our proprietary algorithm.
- Frequency rate: Total exposed impressions divided by total unique users.
- Visitation rate: Total number of visits divided by total exposed unique impressions.
- Click-through rate (CTR): Total clicks divided by total impressions.
Car Performance
25,963
Hours Driving Atlanta
26,375
Hours Driving Houston
TIME SPENT BY HEXAGON ATLANTA - FULL PAGE MAP
TIME SPENT BY HEXAGON HOUSTON - FULL PAGE MAP
Rideshare Impressions and Exposed Impressions
69,092
Rideshare
Passengers
339,072
Exposed
Impressions
40,724,715
Total Estimated
Impressions
$2.70
Total Estimated
CPM
WEEKLY EXPOSED IMPRESSIONS
Retargeting Campaign Through Paid Display
608,001
Retargeted
Exposed Impressions
6.5
Avg Frequency
Rate
1,182
Total
Clicks
0.2%
Average
CTR
The highest performing creative was 320 x 50
PERFORMANCE BY CREATIVE
81% of clicks came via mobile
The highest CTR was achieved on Tablet. However, the availability of impressions was limited
PERFORMANCE BY DEVICE
Store Visits Analysis
1326
Total Exposed
Visits Atlanta
961
Total Exposed
Visits Houston
The average number of days between exposure and visit is 10 days
DAYS BETWEEN EXPOSURE AND VISIT
The average distance between exposure and visit is 5.7 miles
DISTANCE BETWEEN EXPOSURE AND VISIT
The best performing store in Atlanta was Location 1
BEST LOCATIONS FOR VISITS ATLANTA
The performance of stores in Houston was more evenly spread across each location
BEST LOCATIONS FOR VISITS HOUSTON
Language and English Ability
Houston had more than 3x the percentage of Hispanics/Latinos
HISPANICS/LATINOS EXPOSED
Houston had 3x the percentage of native Spanish speakers
FIRST LANGUAGE
A 2.25x higher ratio of people in Houston self-categorized themselves as speaking english less than "very-good"
ENGLISH ABILITY
Exposed Home Locations
Atlanta had a more concentrated number of exposed users with a home-base in the city center
23% of Atlanta Exposed were from out of town
Houston's impressions had home base that was, on average, farther from the city center.
18% of Houston Exposed were from out of town
HOME LOCATION BY ZIP CODE - ATLANTA - FULL PAGE MAP
HOME LOCATION BY ZIP CODE - HOUSTON - FULL PAGE MAP
The average distance between home and where a person visited a store is 60% higher in Houston.
DISTANCE B/W HOME AND STORE VISIT
Atlanta Audience Segmentation
In Atlanta, your biggest audience was between the age of 18-24
In Atlanta, your biggest audience had a household income of $75k - $99k
AGE AND GENDER ATLANTA
HOUSEHOLD INCOME ATLANTA
In Atlanta, majority audience was composed of White and African Americans
In Atlanta, there were more white-collar workers compared to Houston
RACE ATLANTA
OCCUPATION ATLANTA
Houston Audience Segmentation
In Houston, your biggest audience was between the age of 10-17
In Houston, your biggest audience had a household income of $75k - $99k
AGE AND GENDER HOUSTON
HOUSEHOLD INCOME HOUSTON
In Houston, plurality audience was composed of Hispanic Whites
In Houston, there were more blue-collar workers compared to Atlanta
In Atlanta, most impressions were generated in Downtown area and College Park
In Houston, most impressions were generated in Downtown area and IAH aiport