Mobile case study: O2 boosts store footfall with location-based campaign

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Yahoo and Statiq’s first mobile location campaign for O2 increased store footfall by 2.3x for customers exposed to advertising.

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The challenge

O2 wanted a more accurate way to understand how their customer's location can have a positive impact on campaign performance and measure increases in store footfall as a result of campaign exposure. The mobile network and phone saeller partneed with Yahoo and Static to test a new mobile location campaign to drive more potential customers to their stores.

The solution

Using 33 million unique first-party data signals every week in the UK, this proposition offers scale. Yahoo took mobile signals and use them to deliver o2 ads cross-screen, safe in the knowledge it is going to highly relevant customer not just an anonymous phone ID.

Yahoo also had the ability to build optimised audience insights for O2 along with addressable segments, drawing on a combination of search intent, social passion insights from Tumblr, and app usage information from 86 million UK devices from Flurry Analytics.

The results

The mobile location campaign for O2 increased store footfall by 2.3x for customers exposed to advertising.

Shan Henderson, director of mobile, Yahoo UK, said: “The ability to identify and target a user based on their location is not new. However, understanding the relationship between people, devices, and places over time, and using these insights to create meaningful, holistic campaigns marks a significant evolution in the accuracy and depth of the location market. This is an area Yahoo is focusing on in 2017”.

At Yahoo, we are excited by client briefs that look at habits and places of interest, and we’re committed to reaching users at the correct moment – whether that is on a smartphone, tablet or desktop PC.”

Ben Smart, Activation Director, Havas UK, said: “As an agency we’re always looking for innovation and new ways to work with established partners. Linking sales between online and offline is a business problem that we are working to solve with O2. In this instance, Yahoo lent in to provide us with solution that moves us nearer to solving it. They have shown us statistically how important digital is at driving footfall and we’re now looking to incorporate this into future campaigns as a performance measure.”

Nigel Clarkson, UK MD, Yahoo UK adds: “What we’re offering here is different because it’s based on proper scale, using 33 million unique first-party data signals every week in the UK. We have the ability to take mobile signals and use them to deliver ads cross-screen, safe in the knowledge it is going to a highly relevant customer, not just an anonymous phone ID. Data and scale are the two key pieces that Yahoo will offer to the market to complement Statiq’s accuracy of location to

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