Case Study for Major Consumer Brand

Campaign Summary Report

2019-05-13 to 2019-06-12

mobilads logo

30

Days Running

200

Cars On the Road

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
0.14%0.38%UnexposedExposed0.00%0.05%0.10%0.15%0.20%0.25%0.30%0.35%0.40%0.45%
Visitation Rate
PERFORMANCE BY AD CAMPAIGN
ctr0.23%ctr0.25%ctr0.10%ctr0.07%Houston ExposedAtlanta ExposedHouston SearchAtlanta Search050k100k150k200k250k300k350k0100200300400500600700800900
ImpressionsClicksImpressionsClicks
Methodology
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
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

In Atlanta, most impressions were generated in Downtown area and College Park

In Houston, most impressions were generated in Downtown area and IAH aiport

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
73,68870,39267,61969,33758,036May 122019May 19May 26Jun 2Jun 9020k40k60k80k100k
AtlantaHouston

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
ctr0.20%ctr0.16%ctr0.13%ctr0.41%ctr0.32%ctr0.19%ctr0.59%ctr0.17%ctr0.87%ctr0.47%ctr0.15%320x50300x250728x90300x600320x100160x600120x600250x250468x60336x280200x200050k100k150k200k250k300k350k400k450k020040060080010001200
ImpressionsClicksImpressionsClicks

81% of clicks came via mobile

The highest CTR was achieved on Tablet. However, the availability of impressions was limited

PERFORMANCE BY DEVICE
ctr0.19%ctr0.09%ctr0.25%MobilePCTablet0100k200k300k400k500k600k700k020040060080010001200140016001800
ImpressionsClicksImpressionsClicks

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
0510152025300.0%5.0%10.0%15.0%20.0%
Days B/W Exposure and Visit% of Exposed Visits

The average distance between exposure and visit is 5.7 miles

DISTANCE BETWEEN EXPOSURE AND VISIT
510152025300.0%2.0%4.0%6.0%8.0%10.0%
Distance (miles)% of Exposed Visits

The best performing store in Atlanta was Location 1

BEST LOCATIONS FOR VISITS ATLANTA
0.00%5.00%10.00%15.00%20.00%Location 1 Location 2 Location 3 Location 4 Location 5
% of City Visits

The performance of stores in Houston was more evenly spread across each location

BEST LOCATIONS FOR VISITS HOUSTON
0.00%5.00%10.00%15.00%20.00%Location 1 Location 2 Location 3 Location 4 Location 5
% of City Visits

Language and English Ability

Houston had more than 3x the percentage of Hispanics/Latinos

HISPANICS/LATINOS EXPOSED
89.9%10.1%65.2%34.8%Not HispanicOr LatinoHispanic OrLatino0%20%40%60%80%100%
AtlantaHouston% of Audience

Houston had 3x the percentage of native Spanish speakers

FIRST LANGUAGE
82.0%9.2%3.7%3.2%1.9%62.1%28.5%4.6%3.4%1.5%EnglishSpanishOther Indo-EuropeanLanguagesAsian AndPacific Island LanguagesOther Languages0%20%40%60%80%100%
AtlantaHouston% of Audience

A 2.25x higher ratio of people in Houston self-categorized themselves as speaking english less than "very-good"

ENGLISH ABILITY
82.0%10.7%3.4%3.0%0.9%62.1%21.5%7.1%5.9%3.4%NativeVery GoodGoodNot GoodNot AtAll0%20%40%60%80%100%
AtlantaHouston% of Audience

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
10203040506070800.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%
AtlantaHoustonDistance to Home (miles)% of Exposed Visits

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
5.4%11.7%13.3%10.4%9.5%8.8%8.5%8.3%6.7%5.7%4.8%2.4%4.6%09 or Less10-1718-2425-2930-3435-3940-4445-4950-5455-5960-6465-6969 or More0%2%4%6%8%10%12%14%
% of Audience
HOUSEHOLD INCOME ATLANTA
8.7%5.1%4.9%5.3%5.0%4.9%4.9%4.8%4.3%8.0%10.0%11.2%7.8%4.6%4.8%5.5%<10k10k-14k15k-19k20k-24k25k-29k30k-34k35k-39k40k-44k45k-49k50k-59k60k-74k75k-99k100k-124k125k-149k150k-199k200k+0%2%4%6%8%10%12%14%
% of Audience

In Atlanta, majority audience was composed of White and African Americans

In Atlanta, there were more white-collar workers compared to Houston

RACE ATLANTA
45.0%41.9%5.0%4.5%3.6%WhiteBlack OrAfrican AmericanAsianTwo OrMore RacesOther0%10%20%30%40%50%60%70%
% of Audience
OCCUPATION ATLANTA
44.5%22.1%16.9%9.9%6.5%Management, Business,Science, AndArts OccupationsSales AndOffice OccupationsService OccupationsProduction, Transportation,And MaterialMoving OccupationsNatural Resources,Construction, AndMaintenance Occupations0%10%20%30%40%50%60%
% of Audience

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
5.9%12.5%12.3%10.8%10.0%8.5%8.4%7.6%6.5%6.0%5.0%2.3%4.1%09 or Less10-1718-2425-2930-3435-3940-4445-4950-5455-5960-6465-6969 or More0%2%4%6%8%10%12%14%
% of Audience
HOUSEHOLD INCOME HOUSTON
6.9%4.6%5.0%5.2%4.7%5.0%4.4%4.6%3.8%7.7%9.3%11.4%8.4%5.3%6.1%7.7%<10k10k-14k15k-19k20k-24k25k-29k30k-34k35k-39k40k-44k45k-49k50k-59k60k-74k75k-99k100k-124k125k-149k150k-199k200k+0%2%4%6%8%10%12%14%
% of Audience

In Houston, plurality audience was composed of Hispanic Whites

In Houston, there were more blue-collar workers compared to Atlanta

RACE HOUSTON
63.9%18.0%7.0%6.7%4.4%WhiteBlack OrAfrican AmericanOtherAsianTwo OrMore Races0%10%20%30%40%50%60%70%
% of Audience
OCCUPATION HOUSTON
41.5%20.9%16.4%10.9%10.3%Management, Business,Science, AndArts OccupationsSales AndOffice OccupationsService OccupationsProduction, Transportation,And MaterialMoving OccupationsNatural Resources,Construction, AndMaintenance Occupations0%10%20%30%40%50%60%
% of Audience