This session was presented at the 2018 Place Conference in New York City on September 13, 2018.

1. Digital OOH: Reaching the
Right Audiences at the
Right Places

2. CONSUMERS ON THE MOVE Americans spend 70% of their time
outside of the home (OAAA, 2012)
90% of consumer spending occurs offline
OOH is a $7.5B industry

3. DISPLAY
VIDEO MOBILE
TVSOCIAL
OOH
AD

4. MOBILE LOCATION DATA = THE OFFLINE WORLD’S COOKIE

5. ANALYZE CONSUMER MOVEMENT PATTERNS

6. REACH CONSUMERS AS THEY MOVE THROUGHOUT THE DAY

7. VERTICALS DATA SOURCE
TARGETING
AND MEASUREMENT
Consumer
Packaged Goods
Use case:
Specific products or brands
• 131 categories
(e.g. snacks, drinks)
• 10,000+ brands
• 400,000+ UPCs/barcodes
• Receipt level data from brick
and mortar stores
• Grocery and drug store loyalty cards
• IRI Panel
• Targeting and measurement
at the HH level
Consumer
Retail Product
Use case:
Specific products or brands
• 15+ retail sectors
(e.g. appliances, apparel)
• 300+ categories
(e.g. phones, shoes)
• 55M+ products
(e.g. iPhone, Nike)
• UPC level transaction data
• Receipt level data
• Loyalty cards
• CRM files
• Warranty registration
• Targeting at Zip+4 Level
• Measurement at HH level
Retailer
Brand Segment
Use case:
Retail stores, restaurants,
airlines, hotels, etc.
• 11 classes of retail
(e.g. retail, travel)
• 50+ retail categories
(e.g. mass merchandiser)
• 440+ retailers
(e.g. Amazon, Target)
• Bank/credit card statement level data
• Banking and checking account
level transactions
• 50% credit / 50% debit card
transactions
• Targeting and measurement
at the HH level
2
Data can be utilized across different verticals to measure receipt-level data, or bank/credit card
level data
Kantar Shopcom Has A Wide Variety of Data Assets

8. SALES LIFT MEASUREMENT
Point of Exposure Data
Vistar maps exposed consumers back to anonymized household locations
based off of consumers’ movement patterns in the physical world.
Households are anonymized to protect consumer privacy.
Third-Party Sales Data
Vistar maps exposed consumers back to anonymized household locations
based off of consumers’ movement patterns in the physical world.
Households are anonymized to protect consumer privacy.
Point of
Exposure
Third-Party
Sales Data
Anonymized
Households
Measuring Sales Lift
The study measures the impact of incremental
sales driven by campaign exposure against a
control baseline.

9. Shopcom Campaign Impact Evaluation
Understanding Campaign Lift is based on a decomposition of purchase behavior to understand
the drivers behind sales lift
Note: Purchase Frequency and Dollars per Trip are not reported for products
such as TVs that have extremely long purchase cycles
PENETRATION
(% of HHs Buying)
BUYING RATE
(Dollars per Buyer)
PURCHASE
FREQUENCY
DOLLARS PER
TRIP
SALES RATE
(Dollars per
100 Households)
=
=
x
x

10. 8:13 a.m.11:20 a.m.2:52 p.m.5:15 p.m.8:36 p.m.
Targeting loyal & competitive purchasers at “germ hub” locations throughout their day

11. CASE STUDY: IMMUNE BOOSTER
+10.3% LIFT
SALES
+13% LIFT
CONSIDERATION
+13% LIFT
PURCHASE INTENT

12. Strategies for Success
Invest time in education
Plan to iterate and modify your approach
Focus on areas of expertise
✓
✓
✓

13. Contact Us
sales@vistarmedia.com