• REI digital billboard campaign increases store traffic.

    This digital out of home advertising success story caught Insider’s eye.  Wouldn’t you agree that a 3.6X increase in store traffic constitutes success for a digital billboard campaign?

    NEW YORK – March. 6, 2018 – In a recent initiative, REI – the nation’s largest consumer co-op and specialty outdoor retailer – leveraged 1st-party data to reach loyal customers and new prospects through digital out-of-home (DOOH) and mobile media, driving a 14% increase in brand awareness. REI leveraged a first-to-market solution from Vistar Media and LiveRamp®, an Acxiom® company (NASDAQ: ACXM) and leading provider of omnichannel identity resolution, that enables brands to reach the same audiences they target online in the offline world, through DOOH media. The results were shared in front of thousands of marketers at the RampUp conference in San Francisco on March 5th.

    Now in its third year, REI’s #OptOutside initiative highlighted the brand’s decision to close all retail locations on Black Friday, pay their 12,000+ employees to spend time outside and encourage the rest of the country to join them in the outdoors. REI sought to grow awareness of #OptOutside among current customers and expand that awareness to new audiences.

    REI used LiveRamp’s identity resolution service to connect their first-party customer audience segment to geospatial data from Vistar. Vistar then leveraged location data and proprietary geospatial technology to analyze how these groups of customers move throughout the physical world. Using these movement patterns, Vistar activated cross-screen mobile and digital out-of-home (DOOH) media to reach REI loyalists as well as new customers at places they were most likely to be throughout the day.

    The impact of the campaign is clear – brand awareness rose 14%, along with a 9% lift in consideration and a 7% lift in purchase intent. Furthermore, REI’s retail locations saw a 3.6x lift in store visitation.

    REI Store Visitations Control Group Versus Group Exposed to Digital Billboard Campaign 10/30/17 to 11/26/17

    Source: Vistar

    “Our aim for this year’s initiative was to raise awareness among our customer base and new audiences,” said Amy Ball, Senior Program Manager, Advertising & Branded Content at REI. “By using 1st-party audience targeting within DOOH, we were able to engage our qualified audience at multiple touchpoints throughout their day, with real impact.”

    “This is a great example of identity resolution technology enabling marketers to finally deliver on an age old adage,” said Jeff Smith, CMO and GM of Brands, LiveRamp. “In this campaign, REI’s first party data provided the context to deliver the right message, and Vistar’s DOOH capabilities then helped REI deliver that message in the right place at the right time.”

    For more information contact Leslie Lee, Director of Marketing, Vistar Media, llee@vistarmedia.com.

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