Foot traffic visitation lift report
Measure the lift in visits to your brick and mortar locations.
There are three core elements that go into conducting a foot traffic visitation lift report:
1. Measured Exposures
Mira receives campaign ad play logs from Adomni. The play logs contain the time stamps and locations where each ad was played. Using a proprietary technique, Mira then isolates the mobile device ids (MAIDs) that were exposed during the time your ads were shown.
*Data used is anonymized, consumer-safe, double opt-in mobile audience data.
2. Control Group
Mira then constructs a control group of anonymized mobile device ids that mirrors the test group across as many variables as possible such as demographics, geography, and more. The one big difference? These devices were not exposed to the Digital out of home campaign.
Provide the brick and mortar locations that serve as the conversion locations.
The data is thoroughly analyzed to control for seasonality, external factors, and structural bias. It is also observed through Pre vs Post methodology to further increase confidence that it was in fact the Digital out of home exposure that drove the visit.
The result is the net percentage difference in foot traffic between the test group and the control group, indicating the visitation lift impact your out of home campaign had on consumers.
For this study, there are two critical items needed:
1. The list of physical locations that represent a conversion needs to be emailed to firstname.lastname@example.org
2. Include in your email the quantity of days after the DOOH campaign ends that will be counted in the KPI analysis (aka. KPI window).
For example, if you are running a 28-day DOOH campaign, we recommend adding 2 weeks to the end of the campaign. The KPI window becomes 42 days.