Ziff Media Group, a publisher encompassing a portfolio of leading digital properties in tech, culture, and shopping, decided to run an attribution campaign for their client, Amazon Ring. Amazon wanted to drive purchase conversions and Ziff wanted to measure the campaign’s efficacy at driving consumers into select retail partners. With the help of Cuebiq, a leading consumer insights and measurement company, they took a data-driven approach.
This campaign ran from November to December 2022 across ZMG tech and shopping sites featuring the Ring sales for the Holiday season, leading consumers in store at Walmart, Best Buy, and Target for their holiday shopping needs. Cuebiq pixeled the inventory and through their data supply of 15MM Daily Active Users was able to track 8% of offline users. From there, Cuebiq populated data daily to optimize in-flight and provide live reporting to Ziff and their client. This allowed their team to understand the campaign performance in respect to store visits.
The Results
The campaign was extremely successful, and Cuebiq uncovered key metrics like impressions, visit rate, and incrementality effect, allowing the Ziff team to understand how and why the campaign was so successful at driving consumers to the desired stores.
With Cuebiq’s incrementality methodology, Amazon Ring successfully saw an increase in visits directly or related to exposure from Amazon Ring ads. 48% of store visits were made by people who had not visited these locations 90 days prior to media exposure. This means that 48% of visitors were most likely visiting these locations to purchase the Amazon Ring product as their visits occurred only after exposure to the ad.
Incrementality is the count of new visits from people who hadn’t visited these stores until viewing an ad.
Incremental projected visits are the total number of projected visits that can be attributed to a campaign’s influence.
Understanding Key Metrics: Uplift & Visit Rate
Measuring uplift and visit rate for Big Box and CPG can often prove difficult, as the locations measured are highly trafficked regardless of ad exposure and the control group will likely be visiting the locations as well. Even a low uplift for CPG is strong, as the likelihood for control group visitation is very high.
According to Cuebiq’s measurement metrics, the average incrementality effect was 23.1%, with some regions like Boston, MA, seeing that number as high as 58.72%. Amazon Ring also saw a 24.59% visit rate on 5.8M impressions, which is well above the industry average.
“The Ziff media drove nearly 25% of exposed users into stores where Amazon Rings are sold. This falls in the high-performance threshold of Big Box brands,” said Jon Friedman, EVP of Revenue at Cuebiq. “We are also able to tell that Ziff media drove around 216k visits that would not have occurred if not for their media based on our incrementality neural network. We count this as a huge success.”
