JYSK drives holiday footfall with targeted prDOOH

Industry

Retail

Challenge

In the all-important festive season, JYSK aimed to leverage the direct impact of out-of-home advertising on in-store visits. Working with Vistar Media, they sought to optimise media spend and gain clear insights into the effectiveness of proximity-based advertising to drive footfall to their stores.

Results

The campaign delivered a compelling 30% uplift in store visits among exposed audiences, proving the direct impact of prDOOH on in-store footfall.

Key Product

Demand-Side Platform (DSP), POI Targeting

jysk.com/

30%

Increase in Store Visits

7 DAY

Halo effect

JYSK, the international furnishings retailer, sought to understand the direct impact of out-of-home advertising on in-store visits, particularly during the crucial Christmas shopping season. With a focus on optimising their media spend, they wanted to run a targeted campaign that would provide clear insights into the effectiveness of proximity-based advertising.

The strategy: A focused test in Hamburg

To achieve their objectives, JYSK partnered with Vistar Media to launch a prDOOH campaign specifically within Hamburg, Germany. This strategic decision allowed them to concentrate their budget and gather precise data.

The campaign leveraged proximity targeting, focusing on over 400 digital screens situated within a 1000-meter radius of five key JYSK store locations across Hamburg. This ensured significant exposure for potential customers near each store, with every location having at least 17 screens within its proximity. This robust screen variation aligns with Vistar Media's insights, indicating that a broader screen presence amplifies the impact of the medium.

The creative: Capturing the Christmas spirit

JYSK effectively connected their brand with the holiday season through a dynamic creative strategy. They deployed five distinct creative variations simultaneously. While maintaining a consistent brand look and feel, these multiple creatives allowed JYSK to highlight a diverse range of products and seamlessly weave in the festive spirit, all within a single, cohesive campaign. This approach maximised their messaging without overwhelming any single ad unit.

The measurement: Revealing real-world impact

To ensure the highest quality insights, Vistar Media collaborated with a geomarketing measurement specialists, Spotzi. This independent analysis followed a rigorous three-phase methodology to quantify the campaign's influence on store footfall:

-> Audience identification
A geofence was established around the OOH screens. Unique mobile devices present within this geofence when the JYSK ad was displayed were identified.

-> Store visit correlation
These identified mobile devices were then tracked to determine how many subsequently visited the targeted JYSK store locations.

-> Control vs exposed analysis
To isolate the campaign's true impact, the analysis was conducted twice: once prior to the campaign (serving as the control group) and again during the active campaign period (representing the exposed group).

The results: A significant boost in store traffic

The measurement results conclusively demonstrated the power of targeted prDOOH:

30% increase in store visits: People exposed to the JYSK advertisement were 30% more likely to visit a JYSK store compared to the control group. This clearly showcased the direct influence of the OOH exposure.
Immediate and sustained impact: While the majority of store visits occurred on the same day as exposure, a continuous halo effect was observed for up to seven days following ad view, highlighting the lasting impression of the campaign.
Peak performance days: Thursday and Friday emerged as the most popular days for store visits, indicating key shopping days influenced by the advertising.

The takeaway

The JYSK campaign provides compelling evidence that targeted programmatic DOOH advertising can significantly drive in-store footfall. By strategically focusing on proximity and leveraging dynamic creative, JYSK successfully increased store visits and gained valuable insights into consumer behavior during a critical sales period.

Based on these impressive results, JYSK is now moving forward with this strategic setup, launching similar prDOOH campaigns across other markets to replicate their success and continue driving footfall to their stores globally.

Client testimonial:

“At JYSK we wanted to increase our sales/customers in Hamburg, as our stores in the city were below the national average. During the campaign period, we managed to do so. Based on internal data, the stores went from being 2% below national average to being 7% average in terms of customers and sales.

We see prDOOH as a great supplement to our media mix – especially for our stores in bigger cities.

As an international Sleeping & Living retailer across 29 markets with over 3000 stores with a centralized marketing function, Vistar's prDOOH DSP is a perfect fit for us, as it gives us the opportunity to activate OOH across several of our markets from our head office.

Planning and executing campaigns with much shorter notice compared to traditional OOH.

While also having data ownership and have the opportunity to actually optimize the media buying as we know it from many other digital media platforms.”

Viktor Bundgaard-Pedersen Ravn
Senior Programmatic Specialist, JYSK