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Collaboration tests effectiveness of DOOH

IKEA has partnered with Russ Outdoor, a Russian outdoor advertising operator, to test the effectiveness of its digital out-of-home (DOOH) marketing strategy.

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The project tested the effectiveness of DOOH

Russ Outdoor used data from WIFI sensors to collect anonymised identifiers of both the advertising audience and those who didn’t see the advert. IKEA used data collected from its indoor analytics system and broadcast the advert across several communication channels.

Using this data, Russ Outdoor measured the influence of DOOH against the other media types and found that from those exposed to DOOH, up to 28% more visitors came to IKEA stores compared to those who had not seen the adverts.

IKEA also experienced up to 124% more new customers exposed to DOOH and visitation of returning customers was up 161% compared to those who didn’t see the adverts.

The project confirmed high efficiency of outdoor advertising using Russ Outdoor digital screens and excellent results of IKEA marketing strategy

Commenting on the collaboration, Russ Outdoor says: “Brands always want to measure the impact of outdoor advertising on people’s behaviour. Russ Outdoor and IKEA partnered to measure the role DOOH advertising had in driving customers to IKEA stores.

“The project confirmed high efficiency of outdoor advertising using Russ Outdoor digital screens and excellent results of IKEA marketing strategy.”

Russ Outdoor manages more than 23,000 advertising surfaces across 37 cities in Russia.

If you have any news, please email carys@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.


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