Russ Outdoor and IKEA collaboration

Russ Outdoor and the largest furniture retailer IKEA has implemented a pilot project to analyze the impact of outdoor advertising and to measure the role digital out-of-home advertising had in driving customers to IKEA stores.
IKEA marketing strategy involves various communication channels including Internet and television. Analysis of the influence of one media in such conditions required the use of new approaches.
Russ Outdoor billboards are equipped with Wi-Fi sensors and photo-capture systems, which allows to measure the audience who saw the advertising. Indoor analytics system installed in IKEA stores system. A joint analysis of the collected data allowed to measure the proportion of store visitors who saw the advertising.
In order to assess the impact of outdoor advertising placed on Russ Outdoor digital screens, a comparison was made with visitors who were in the same conditions, but did not see the advertising. Analysis showed that conversion during store visits increased by 28%. At the same time, IKEA's outdoor advertising budget amounted to 30% of the total advertising budget of the company. Even higher was the impact of digital OOH on those who were registered in IKEA for the first time since the campaign have started, and on those, who returned after several months of absence. IKEA saw up to 124% more new customers among those who had been exposed to digital out-of-home. Visitation of returning customers was up to 161% higher, compared to those who missed the ads. In terms of the effectiveness of invested funds, outdoor advertising has shown excellent results.

Видео Russ Outdoor and IKEA collaboration канала Russ