Increasing footfall traffic through Display Drive-To-Store Ads in the DACH Market

Running is more than just a hobby – it is our passion. With this slogan, the US-based manufacturer of sports and running gear, Brooks Running, describes itself. To convey this passion to the target audience, the challenge was to increase footfall traffic while promoting the shoe models Glycerin 20 and Glycerin GTS at participating retail partners in the DACH market.

To boost in-store visits, the display drive-to-store solution from adlicious was utilized, combined with video integration. The key condition was to target only those audiences located in the immediate vicinity of one of the 86 retail partners. Depending on the assortment of the respective retailers, either the glycerin 20 or GTS model was promoted in the creative. If both models were part of the product range, they were rotated in the creative. Building on this, targeting was based on specific user interests such as “outdoor” and “jogging,” while also considering competitors through “competitor targeting.” By adding whitelisting with target group-relevant environments, a successful and personalized target group approach should be guaranteed.

In addition to a competitive CTR of 0.66%, significantly higher viewability was achieved compared to the benchmark. The average viewability for display ads in Germany in 2022 is 61% (Source: DoubleVerify Hldgs). At the end of the campaign, Brooks Running achieved a viewability of 82%. The agreed-upon cost-per-store visit of €10.99 was therefore significantly undercut.