Targeting online2offline and gauging advertising effectiveness - Focus
A retailer from Scandinavia compared the effectiveness of outdoor advertising with that of
digital ads. The company used online advertising to target those customers who had already
seen outdoor advertisements. For the experiment, Shopster Wi-Fi routers were installed on
billboards and in retailer’s store.
According to the findings from this case, the conversion rate was 5 times higher for the
prospects exposed to both outdoor and online ads than for those who had only seen outdoor