The Drive-to-Store (DTS) measurement evaluates the in-store traffic generated by your DOOH campaigns, providing insights to assess campaign effectiveness and optimize future marketing efforts.
How DTS Measurement Works in DOOH
1. Campaign Launch and Data Collection
- Data Sharing: The process begins with sharing campaign delivery details, including a list of store locations where traffic will be measured.
- Collecting Impressions: Every ad play, including time, date, and location (latitude/longitude), is logged to precisely track user exposure.
2. Attributing In-Store Visits
- Location Pings: Locala uses real-time location data to identify mobile devices exposed to the ad and match them with in-store visitors.
- Attribution Window: Following the campaign end, visits are tracked for up to 7 days to ensure accurate attribution.
Example: A campaign conducted near a specific store (Store #213) recorded +250 visits, revealing an average distance of 2.7 km traveled by visitors to reach the store.
Advanced Insights and Dashboard Visualization
Once data is collected, results are made available in a report that includes:
- Visits by Store: Number of visits generated per store, enabling a detailed analysis of campaign impact.
- Inventory Insights: Insights on the types of locations and screens (urban panels, malls, train stations) that performed best in driving traffic.
- Interactive Mapping: View the geographic spread of visits on detailed maps to better understand campaign reach.
Attribution Methodology and U-Shaped Model
Locala uses a U-shaped attribution model to assign credit to DOOH panels based on their role in the customer journey:
- The first and last exposures receive a larger share of credit to reflect DOOH's impact on brand awareness and purchase intent.
Campaign Specifications and Requirements
To ensure meaningful results, campaigns must meet the following criteria:
- Cost: €1.5 CPM
- Minimum DOOH Impressions: 1 million
- Minimum Duration: 2 weeks
- Attribution Window: 7 days
- Minimum Points of Interest (POIs): 10
⚠️ Before launching a measurement, it is essential to send the client brief to clients@displayce.com for feasibility and eligibility verification before publishing the campaign. Displayce will confirm that all required elements are included and meet the necessary criteria for measurement before proceeding.
Compliance and Ethical Limitations
To protect privacy, certain sensitive areas (e.g., schools, hospitals, places of worship) are excluded from the measurement scope. Locala adheres to the National Advertising Initiative (NAI) Code of Conduct and ethical standards.