The document summarizes two marketing campaigns run by Mall of America to increase foot traffic - a holiday campaign and a spring break campaign. The holiday campaign was most successful, driving over 158,000 mall visits through digital advertising. The spring break campaign saw fewer mall visits due to a heavier focus on connected TV. Analysis of data from both campaigns showed correlations between weather, day of week, and foot traffic that could inform future campaign strategies. Going forward, recommendations include increasing social media spending and testing more connected TV platforms at lower costs.

1. 1
Sara Johnson
Integrated Marketing Manager
Ashley Evenson
Director, Emerging Media and
Ad Solutions

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Mall of America | Challenges
● Showcasing a direct correlation
from paid advertising to Mall traffic.
○ Foot traffic
○ Frequency of stay
○ Repeat visitors

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Mall of America
Why We Chose Ciceron
● The Ciceron team understood our needs and
delivered a unique, customized digital plan
focused on delivering results.
○ In-depth strategy with an integrated
approach
○ Optimization throughout the campaign
○ Detailed reporting and insights
○ Post mortem highlighting not only
successes but areas for improvement
moving forward

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Primary Audience
● Women 25-54 w/ children within 50-150
miles of MOA (+behavior / interest
segments as they align to messaging)
● 80% of media spend should be allocated
to this market
Secondary Audience
● Same as primary BUT 150-500 miles of
MOA (Minnesota, Wisconsin, Iowa, South
Dakota, North Dakota, Illinois, Michigan,
Ohio, Missouri)
● Same as primary BUT 500+ miles of MOA
(Indiana, Kansas, Nebraska, Colorado,
Oklahoma, Arkansas, Tennessee,
Kentucky, Pennsylvania)
● 20% of media spend should be allocated
to this market
Target
Audience

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Location Data
Audience Data
Lookalike Audience
CORE FOCUS
MobileAdvertisingIDs
OUR APPROACH
Cross Channel Architecture

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Location Data
Audience Data
Parents w/
School-
Age
Children
A25-54
Mall
Shoppers
Family
Travel
Intent
AND
Parents w/
School-
Age
Children
A25-54
Family
Destinations
Location Data*
Campaign delivered
within a 200 mile
radius of Mall of
America
Lookalike
Audience
Audience
Data
Lookalike
Location
Data
Lookalike
Campaign
Lookalike
OUR APPROACH
Audience Data Architecture
AND
AND AND
OR OR
OR

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Holiday
Campaign

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Objectives
● Incremental MOA traffic by 1% and sales
by 2% YOY
● Increase visit frequency and length of stay
● Drive MOA brand awareness
● Drive guest excitement and engagement
Measures of Success
● Store Traffic
● Reach & Frequency
● Brand Awareness & Engagement
Holiday Strategy
Overview

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Creative Examples
PRE-ROLL
SPOTIFY – VIDEO
DISPLAY
SPOTIFY – AUDIO
KARGO – VIDEO ANCHOR

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+20%
YOY Website Growth
+2,683
Fan Growth
Growth-Website Traffic or Fan/Follower
Website Traffic
● Overall website traffic has increased by 20% year-
over-year. In addition to growth in digital advertising
efforts, there was increases of 21% and 9% on organic
search and direct, respectively.
Fan Counts
● MOA Facebook page fans grew by nearly 3K over the
course of the campaign efforts.

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158,208
*Not unique, as user may have been exposed to more than one ad prior to visit. Excludes Social and Kargo Direct.
● While Display drove the most mall visits, Spotify
was most cost effective at driving traffic ($0.22 cost
per visit for Spotify vs. $0.36 for Display).
● Across all programmatic channels, the average cost
per visit was $0.66.
● The primary audience in Display accounts for 33% of
mall visits from ads.
● 75% of these mall visits are from users who were
exposed to an ad within a mobile environment.
● Our visit rate was 1.17%, well above competitor
benchmarks of 0.02% - 0.57%.
● We also delivered a small display spend to users who
were already within MOA, which delivered in full,
indicating that users are utilizing mobile web within
the mall beyond social apps. This includes more than
167,000 impressions.
Mall visits* from
users exposed to ads
MALL FOOT TRAFFIC IMPACT

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Top Metros Driving Mall Foot Traffic
● 80% of budget spent on local market – within 50-150
miles to MOA, aligning to the metro areas responsible
for driving foot traffic into the mall.
● To better align the outstate spend with influenced
visits from those users, advertising efforts need to
start earlier and include messaging about the overall
experience of the mall in order to influence a trip.
Minneapolis/St. Paul
Rochester
La Crosse/Eau Claire
Mankato
Duluth
Wichita
Chicago
79.3%
6.3%
4.9 %
3.3%
2.0%
1.2%
1.1%
*Not unique, as user may have been exposed to more than one ad prior to visit. Excludes Social and Kargo Direct.

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In-Mall Online Activity
● After learning that people are actively
engaged online while at the mall (as backed
by our geo-fenced ad engagement rates),
we looked at top sites/apps visited.
● Overall, we see a mix of sports,
news/weather, and humorous content. These
categories/sites may be considered for future
geo-fenced digital placements.
HAPPY COLOR:
COLOR BY
NUMBER
MUSI: SIMPLE
MUSIC
STREAMING

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Spring
Break

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Objectives
● Incremental MOA traffic during the spring
time frame:
○ Position MOA as the ideal Spring Break
destination for local and drive-market
families
○ Position MOA as the spring fashion
headquarters for local on-trend mall
shoppers
● Drive MOA brand awareness
● Drive guest excitement and engagement
Measures of Success
● Mall traffic
● Reach and frequency
● Engagement
● Attraction sales + revenue
● Deliver 1.95MM impressions
Go-to-Market Strategy
Overview

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30 Second Brand Video
CONNECTED TV

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8,154
*Not unique, as user may have been exposed to more than one ad prior to visit. Excludes Social.
● While mall visits were significantly lower compared to
the Holiday campaign, we may attribute this to our
heavier focus against ConnectedTV. With
ConnectedTV, our CPM was nearly 4x higher than the
previous campaign, which in turn, delivered fewer
impressions (ultimately lower correlation to foot
traffic).
● When comparing visit rate to impressions, our visitor
rate went up by 13% compared to the Holiday
campaign (1.32% vs. 1.17%). We also exceeded
competitor benchmarks of 0.02% - 0.57% visitor rate.
● Across all programmatic channels, the average cost
per visit was $2.10 compared to the Holiday campaign
at $0.66.
● ConnectedTV accounts for 72% of mall visits from ads.
● Kargo was the most cost-efficient channel for driving
mall visits at $0.99.
Mall visits* from
users exposed to ads
MALL FOOT TRAFFIC IMPACT

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Compared to the Holiday campaign, we
saw increased foot traffic (88% vs 80%)
from the Minneapolis/St. Paul DMA.
This campaign also drove more out-of-
state markets, such as Wausau, Cedar
Rapids and Sioux Falls.
Top Metros Driving Mall Foot Traffic
*Not unique, as user may have been exposed to more than one ad prior to visit. Excludes Social and Kargo Direct.
Metro % of Foot
Traffic
Minneapolis/St. Paul, MN 88.92%
Duluth, MN 3.05%
La Crosse/Eau Claire, WI 1.45%
Mankato, MN 1.14%
Wausau, WI 1.02%
Cedar Rapids, IA 0.84%
Sioux Falls, SD 0.41%
CAMPAIGN RESULTS

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When comparing daily temperatures to in-store
traffic data, there is a potential correlation
between temperature variance and when
people visit the mall.
According to our data, people who were
exposed to our ad through programmatic
channels (ConnectedTV, Kargo and Spotify)
were more likely to go to Mall of America when
the weather was “cold.” It was less likely for
someone to visit the mall when it was “freezing.”
Given limited data from the Spring Break
campaign, this correlation would need to be
compared in future campaigns.
Weather Temperatures and Mall Foot Traffic
14F to 32F
(Freezing)
25%
32F to 50F
(Cold)
69%
50F to 64F (Cool)
6%
CAMPAIGN RESULTS

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People who were exposed to our ad through
programmatic channels (ConnectedTV, Kargo
and Spotify) were more likely to go to Mall of
America on Thursdays.
This correlates with our efforts to target the
Spring Break audience – families that were on
vacation and able to do activities during the
week instead of the weekend.
Days of the Week and Mall Foot Traffic
Sunday
16%
Monday
12%
Tuesday
12%
Wednesday
11%
Thursday
19%
Friday
17%
Saturday
13%
CAMPAIGN RESULTS

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We had a large focus on Hulu, which is
associated with the paid premium for this
inventory, whereas the other Connected TV
apps had a lower CPM so that we could
drive more reach.
Looking ahead, we would recommend
focusing on other apps vs. Hulu to gain
more reach at a lower CPM.
Connected TV Mall Foot Traffic
Adrise
8%
Amazon
2%
CBS
0% CNN
1%
Hallmark
0%
Hulu
32%
Lifetime
0%
Pluto
37%
Roku
10%
Sling
9%
Travel Channel
1%
Xbox
0%
CAMPAIGN RESULTS

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What’s Next?What’s Next?

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Fall Campaign Go-To-Market Strategy
CAMPAIGN RESULTS
Social
75% of holiday foot traffic came from
users exposed to mobile ads
The most cost effective partner in driving foot
traffic during Holiday 2018 campaign
Extends messaging, connects with Mom who is
looking for family activities and/or fashion
Cost efficient, highly targeted reach driver
Although at a higher CPM, Connected TV delivers
a higher in-mall visit rate percentage
CTV
Programmatic

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• Inferred Brand Impact (browsing behavior)
• Dwell Time
• Distance traveled (home and work)
• Demographics (sex, age, HHI)
• Weather Triggered Ads
• Amazon Fire TV
More Attribution
CAMPAIGN RESULTS