Ninth Decimal & Microsoft Audience-Targeted Mobile Ad Campaign Case Study
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NinthDecimal.com [email protected] 415.821.8600 PRECISE AUDIENCE INTELLIGENCE Overview In 2009, Microsoft launched its first retail stores with the goal of showcasing Microsoft technology and providing consumers with a hands-on product experience. Microsoft enlisted the help of NinthDecimal and Swirl Integrated Marketing to build an audience-targeted mobile advertising campaign to drive consumer foot trac and sales during the holiday season. Our Approach Together, Swirl and NinthDecimal deployed an audience-driven mobile ad campaign to engage specific consumers when they were located within 10 miles of a Microsoft store. Leveraging NinthDecimal’s unique audience intelligence platform, historical, behavioral, demographic, and location data were pulled to create 4 custom audience segments: • Tech Enthusiasts • Holiday Shoppers • Competitive Store Shoppers • Big Box Shoppers Unlike traditional geo-fencing approaches that reach any consumer located near a store, NinthDecimal employed its precise “audience-first” approach to determine only relevant consumers in the market for Microsoft products to receive the campaign. Control groups identical to the custom segments above were also created, but were not shown the ad. By comparing campaign performance against these groups enabled Swirl and NinthDecimal to identify the lift that resulted directly from their campaign. The campaign was run for approximately two months over the holiday season and received 57,717,864 impressions. Microsoft’s Drive-to-Retail Holiday Mobile Ad Campaign
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In this case study, Microsoft enlisted the help of NinthDecimal and Swirl Integrated Marketing to build an audience-targeted mobile advertising campaign to drive consumer foot traffic and sales during the holiday season at its first retail stores. Here are the results.
Transcript of Ninth Decimal & Microsoft Audience-Targeted Mobile Ad Campaign Case Study
NinthDecimal.com [email protected] 415.821.8600
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Overview
In 2009, Microsoft launched its first retail stores with the goal of showcasing Microsoft technology and providing consumers with a hands-on product experience. Microsoft enlisted the help of NinthDecimal and Swirl Integrated Marketing to build an audience-targeted mobile advertising campaign to drive consumer foot tra!c and sales during the holiday season.
Our Approach
Together, Swirl and NinthDecimal deployed an audience-driven mobile ad campaign to engage specific consumers when they were located within 10 miles of a Microsoft store.
Leveraging NinthDecimal’s unique audience intelligence platform, historical, behavioral, demographic, and location data were pulled to create 4 custom audience segments:
• Tech Enthusiasts • Holiday Shoppers • Competitive Store Shoppers • Big Box Shoppers
Unlike traditional geo-fencing approaches that reach any consumer located near a store, NinthDecimal employed its precise “audience-first” approach to determine only relevant consumers in the market for Microsoft products to receive the campaign.
Control groups identical to the custom segments above were also created, but were not shown the ad. By comparing campaign performance against these groups enabled Swirl and NinthDecimal to identify the lift that resulted directly from their campaign.
The campaign was run for approximately two months over the holiday season and received 57,717,864 impressions.
Microsoft’s Drive-to-Retail Holiday Mobile Ad Campaign
NinthDecimal.com [email protected] 415.821.8600
LCI Results
Microsoft Stores • Reach Tech Enthusiasts, Holiday Shoppers, Parents, Big Box Shoppers & Competitor Shoppers withing 10 miles of Microsoft stores
• Increase brand awareness and consideration during holiday gift giving season
91%
100
General Population
LCITM
Audience Matched Control
LCITM
Exposed Audience
LCITM
102
191
89%
89% 91%
100
2%
Lift vs General Population
Lift vs Control Population
Control Group Natural Visit
Rate
Microsoft’s Drive-to-Retail Holiday Mobile Ad CampaignResults
Swirl employed NinthDecimal’s Location Conversion Index™ (LCI™) to determine whether the mobile ad campaign increased foot tra!c and campaign ROI.
For each consumer exposed to the campaign, NinthDecimal calculated his/her prior average visits to a Microsoft store, as well as his/her visits after seeing the mobile ad campaign.
The campaign delivered results that exceeded expectations – the group exposed to the holiday mobile campaign showed an 89% incremental lift in store visits versus the unexposed control group.
