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1
Sara Johnson
Integrated Marketing Manager
Ashley Evenson
Director, Emerging Media and
Ad Solutions
2
3
4
Mall of America | Challenges
● Showcasing a direct correlation
from paid advertising to Mall traffic.
○ Foot traffic
○ F...
5
Mall of America
Why We Chose Ciceron
● The Ciceron team understood our needs and
delivered a unique, customized digital ...
6
Primary Audience
● Women 25-54 w/ children within 50-150
miles of MOA (+behavior / interest
segments as they align to me...
7
Location Data
Audience Data
Lookalike Audience
CORE FOCUS
MobileAdvertisingIDs
OUR APPROACH
Cross Channel Architecture
8
Location Data
Audience Data
Parents w/
School-
Age
Children
A25-54
Mall
Shoppers
Family
Travel
Intent
AND
Parents w/
Sch...
9
Holiday
Campaign
10
Objectives
● Incremental MOA traffic by 1% and sales
by 2% YOY
● Increase visit frequency and length of stay
● Drive MO...
11
Creative Examples
PRE-ROLL
SPOTIFY – VIDEO
DISPLAY
SPOTIFY – AUDIO
KARGO – VIDEO ANCHOR
12
+20%
YOY Website Growth
+2,683
Fan Growth
Growth-Website Traffic or Fan/Follower
Website Traffic
● Overall website traf...
13
158,208
*Not unique, as user may have been exposed to more than one ad prior to visit. Excludes Social and Kargo Direct...
14
Top Metros Driving Mall Foot Traffic
● 80% of budget spent on local market – within 50-150
miles to MOA, aligning to th...
15
In-Mall Online Activity
● After learning that people are actively
engaged online while at the mall (as backed
by our ge...
16
Spring
Break
17
Objectives
● Incremental MOA traffic during the spring
time frame:
○ Position MOA as the ideal Spring Break
destination...
18
30 Second Brand Video
CONNECTED TV
19
8,154
*Not unique, as user may have been exposed to more than one ad prior to visit. Excludes Social.
● While mall visi...
20
Compared to the Holiday campaign, we
saw increased foot traffic (88% vs 80%)
from the Minneapolis/St. Paul DMA.
This ca...
21
When comparing daily temperatures to in-store
traffic data, there is a potential correlation
between temperature varian...
22
People who were exposed to our ad through
programmatic channels (ConnectedTV, Kargo
and Spotify) were more likely to go...
23
We had a large focus on Hulu, which is
associated with the paid premium for this
inventory, whereas the other Connected...
24
What’s Next?What’s Next?
25
Fall Campaign Go-To-Market Strategy
CAMPAIGN RESULTS
Social
75% of holiday foot traffic came from
users exposed to mobi...
26
• Inferred Brand Impact (browsing behavior)
• Dwell Time
• Distance traveled (home and work)
• Demographics (sex, age, ...
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Magnetizing the Mall

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Combining location data with smart profiling, Mall of America has learned to pull its most likely fashion, holiday and seasonal shoppers back through programmatic and social channels. As MoA and its agency Ciceron will share, they are also using location and geo-fencing technologies to track and learn from foot traffic and sales that are attributable to those buys.

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Magnetizing the Mall

  1. 1. 1 Sara Johnson Integrated Marketing Manager Ashley Evenson Director, Emerging Media and Ad Solutions
  2. 2. 2
  3. 3. 3
  4. 4. 4 Mall of America | Challenges ● Showcasing a direct correlation from paid advertising to Mall traffic. ○ Foot traffic ○ Frequency of stay ○ Repeat visitors
  5. 5. 5 Mall of America Why We Chose Ciceron ● The Ciceron team understood our needs and delivered a unique, customized digital plan focused on delivering results. ○ In-depth strategy with an integrated approach ○ Optimization throughout the campaign ○ Detailed reporting and insights ○ Post mortem highlighting not only successes but areas for improvement moving forward
  6. 6. 6 Primary Audience ● Women 25-54 w/ children within 50-150 miles of MOA (+behavior / interest segments as they align to messaging) ● 80% of media spend should be allocated to this market Secondary Audience ● Same as primary BUT 150-500 miles of MOA (Minnesota, Wisconsin, Iowa, South Dakota, North Dakota, Illinois, Michigan, Ohio, Missouri) ● Same as primary BUT 500+ miles of MOA (Indiana, Kansas, Nebraska, Colorado, Oklahoma, Arkansas, Tennessee, Kentucky, Pennsylvania) ● 20% of media spend should be allocated to this market Target Audience
  7. 7. 7 Location Data Audience Data Lookalike Audience CORE FOCUS MobileAdvertisingIDs OUR APPROACH Cross Channel Architecture
  8. 8. 8 Location Data Audience Data Parents w/ School- Age Children A25-54 Mall Shoppers Family Travel Intent AND Parents w/ School- Age Children A25-54 Family Destinations Location Data* Campaign delivered within a 200 mile radius of Mall of America Lookalike Audience Audience Data Lookalike Location Data Lookalike Campaign Lookalike OUR APPROACH Audience Data Architecture AND AND AND OR OR OR
  9. 9. 9 Holiday Campaign
  10. 10. 10 Objectives ● Incremental MOA traffic by 1% and sales by 2% YOY ● Increase visit frequency and length of stay ● Drive MOA brand awareness ● Drive guest excitement and engagement Measures of Success ● Store Traffic ● Reach & Frequency ● Brand Awareness & Engagement Holiday Strategy Overview
  11. 11. 11 Creative Examples PRE-ROLL SPOTIFY – VIDEO DISPLAY SPOTIFY – AUDIO KARGO – VIDEO ANCHOR
  12. 12. 12 +20% YOY Website Growth +2,683 Fan Growth Growth-Website Traffic or Fan/Follower Website Traffic ● Overall website traffic has increased by 20% year- over-year. In addition to growth in digital advertising efforts, there was increases of 21% and 9% on organic search and direct, respectively. Fan Counts ● MOA Facebook page fans grew by nearly 3K over the course of the campaign efforts.
  13. 13. 13 158,208 *Not unique, as user may have been exposed to more than one ad prior to visit. Excludes Social and Kargo Direct. ● While Display drove the most mall visits, Spotify was most cost effective at driving traffic ($0.22 cost per visit for Spotify vs. $0.36 for Display). ● Across all programmatic channels, the average cost per visit was $0.66. ● The primary audience in Display accounts for 33% of mall visits from ads. ● 75% of these mall visits are from users who were exposed to an ad within a mobile environment. ● Our visit rate was 1.17%, well above competitor benchmarks of 0.02% - 0.57%. ● We also delivered a small display spend to users who were already within MOA, which delivered in full, indicating that users are utilizing mobile web within the mall beyond social apps. This includes more than 167,000 impressions. Mall visits* from users exposed to ads MALL FOOT TRAFFIC IMPACT
  14. 14. 14 Top Metros Driving Mall Foot Traffic ● 80% of budget spent on local market – within 50-150 miles to MOA, aligning to the metro areas responsible for driving foot traffic into the mall. ● To better align the outstate spend with influenced visits from those users, advertising efforts need to start earlier and include messaging about the overall experience of the mall in order to influence a trip. Minneapolis/St. Paul Rochester La Crosse/Eau Claire Mankato Duluth Wichita Chicago 79.3% 6.3% 4.9 % 3.3% 2.0% 1.2% 1.1% *Not unique, as user may have been exposed to more than one ad prior to visit. Excludes Social and Kargo Direct.
  15. 15. 15 In-Mall Online Activity ● After learning that people are actively engaged online while at the mall (as backed by our geo-fenced ad engagement rates), we looked at top sites/apps visited. ● Overall, we see a mix of sports, news/weather, and humorous content. These categories/sites may be considered for future geo-fenced digital placements. HAPPY COLOR: COLOR BY NUMBER MUSI: SIMPLE MUSIC STREAMING
  16. 16. 16 Spring Break
  17. 17. 17 Objectives ● Incremental MOA traffic during the spring time frame: ○ Position MOA as the ideal Spring Break destination for local and drive-market families ○ Position MOA as the spring fashion headquarters for local on-trend mall shoppers ● Drive MOA brand awareness ● Drive guest excitement and engagement Measures of Success ● Mall traffic ● Reach and frequency ● Engagement ● Attraction sales + revenue ● Deliver 1.95MM impressions Go-to-Market Strategy Overview
  18. 18. 18 30 Second Brand Video CONNECTED TV
  19. 19. 19 8,154 *Not unique, as user may have been exposed to more than one ad prior to visit. Excludes Social. ● While mall visits were significantly lower compared to the Holiday campaign, we may attribute this to our heavier focus against ConnectedTV. With ConnectedTV, our CPM was nearly 4x higher than the previous campaign, which in turn, delivered fewer impressions (ultimately lower correlation to foot traffic). ● When comparing visit rate to impressions, our visitor rate went up by 13% compared to the Holiday campaign (1.32% vs. 1.17%). We also exceeded competitor benchmarks of 0.02% - 0.57% visitor rate. ● Across all programmatic channels, the average cost per visit was $2.10 compared to the Holiday campaign at $0.66. ● ConnectedTV accounts for 72% of mall visits from ads. ● Kargo was the most cost-efficient channel for driving mall visits at $0.99. Mall visits* from users exposed to ads MALL FOOT TRAFFIC IMPACT
  20. 20. 20 Compared to the Holiday campaign, we saw increased foot traffic (88% vs 80%) from the Minneapolis/St. Paul DMA. This campaign also drove more out-of- state markets, such as Wausau, Cedar Rapids and Sioux Falls. Top Metros Driving Mall Foot Traffic *Not unique, as user may have been exposed to more than one ad prior to visit. Excludes Social and Kargo Direct. Metro % of Foot Traffic Minneapolis/St. Paul, MN 88.92% Duluth, MN 3.05% La Crosse/Eau Claire, WI 1.45% Mankato, MN 1.14% Wausau, WI 1.02% Cedar Rapids, IA 0.84% Sioux Falls, SD 0.41% CAMPAIGN RESULTS
  21. 21. 21 When comparing daily temperatures to in-store traffic data, there is a potential correlation between temperature variance and when people visit the mall. According to our data, people who were exposed to our ad through programmatic channels (ConnectedTV, Kargo and Spotify) were more likely to go to Mall of America when the weather was “cold.” It was less likely for someone to visit the mall when it was “freezing.” Given limited data from the Spring Break campaign, this correlation would need to be compared in future campaigns. Weather Temperatures and Mall Foot Traffic 14F to 32F (Freezing) 25% 32F to 50F (Cold) 69% 50F to 64F (Cool) 6% CAMPAIGN RESULTS
  22. 22. 22 People who were exposed to our ad through programmatic channels (ConnectedTV, Kargo and Spotify) were more likely to go to Mall of America on Thursdays. This correlates with our efforts to target the Spring Break audience – families that were on vacation and able to do activities during the week instead of the weekend. Days of the Week and Mall Foot Traffic Sunday 16% Monday 12% Tuesday 12% Wednesday 11% Thursday 19% Friday 17% Saturday 13% CAMPAIGN RESULTS
  23. 23. 23 We had a large focus on Hulu, which is associated with the paid premium for this inventory, whereas the other Connected TV apps had a lower CPM so that we could drive more reach. Looking ahead, we would recommend focusing on other apps vs. Hulu to gain more reach at a lower CPM. Connected TV Mall Foot Traffic Adrise 8% Amazon 2% CBS 0% CNN 1% Hallmark 0% Hulu 32% Lifetime 0% Pluto 37% Roku 10% Sling 9% Travel Channel 1% Xbox 0% CAMPAIGN RESULTS
  24. 24. 24 What’s Next?What’s Next?
  25. 25. 25 Fall Campaign Go-To-Market Strategy CAMPAIGN RESULTS Social 75% of holiday foot traffic came from users exposed to mobile ads The most cost effective partner in driving foot traffic during Holiday 2018 campaign Extends messaging, connects with Mom who is looking for family activities and/or fashion Cost efficient, highly targeted reach driver Although at a higher CPM, Connected TV delivers a higher in-mall visit rate percentage CTV Programmatic
  26. 26. 26 • Inferred Brand Impact (browsing behavior) • Dwell Time • Distance traveled (home and work) • Demographics (sex, age, HHI) • Weather Triggered Ads • Amazon Fire TV More Attribution CAMPAIGN RESULTS

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