THE CASE

Identify and target qualified traffic off-line in order to boost click-through-rate and time spent on-site

Target tablet consumers for them to read our catalogues at a moment where they are home and more prone to browsing the internet on their tablets and not their phones.

In order to drive more qualified traffic towards Leroy Merlin stores (a French headquartered home improvement and gardening retailer serving several countries in Europe, Russia, Asia, South America and Africa), we sought to leverage their expertise and push a comprehensive and detailed electronic catalogue towards people that had recently visited a client point-of-sale.

Nevertheless, market knowledge teaches that users are more likely to flip through an electronic catalogue on a tablet than any other device, because doing so on a smartphone is just not practical.

This meant we had to reach consumers that had recently visited a store on a tertiary device, their tablet, rather than the phone they would have had with them while inside the store (consumers rarely bring their tablets with them when they go shopping).

Without the use of data and programmatic tools, this objective could never be achieved.

Objectives

Insight

Strategy

Anchor 1

Execution

We established geo-fences around several Leroy Merlin points-of-sale and gathered the IDFAs of consumers within these zones for a month.

This allowed us to create a customized geo audience cluster (people visiting Leroy Merlin in a 200m perimeter) thanks to our mobile data partner STATIQ.

Then through our mobile programmatic trading desk we used TAP AD data partner to reconcile individuals and match their mobile IDFA with tablets IDFA through the device graph.

The campaign was broadcast on some of the most important French websites such as La Tribune, Téléstar, Mondadori.

Consumers were only (re)targeted and invited to open the catalogue in the right context: on their tablets and in the evening (when they’re most likely to be at home). This targeting ensured relevant ad impressions that are the most likely to be converted in an actual purchase and respects the consumer experience while creating for both them and the brand.

Results

The campaign, the first of its kind on the French market, proved to be very successful.
The CTR on our pop up ads reached 10.45% in 2 months (5 707 000 impressions).

This illustrates the quality of the targeting and clustering of users. The global mobile campaign was performant with an average rate of arrival of 40% on the landing page.

Additionally, creating a tablet-specific experience coupled with precision geo-audience guerilla targeting drove qualified traffic, which rose 10%.

So we leveraged mobile devices’ data onboarding to use smartphones as “data catchers” and gather IDFAs of mobile users present within certain established perimeters.

We would effectively take advantage of both users’ mobile and tablet moments to bring value for Leroy Merlin.

Once the Smartphone IDFA’s gathered, we used a Device Graph technology to match store visitors’ mobiles and tablet IDFAs.

This would allow us to reach consumers on the most appropriate device and at the most appropriate time.

Our approach to cross-device entity is a Probabilistic Graphical Model, which makes predictions about consumers and their device ownership by observing a variety of event logs (for example: geodata, behavioral data and ad requests) and correlating those attributes.

Using this cross-device mechanism allowed us leverage the advantages of both types of device while making sure users were not overexposed to our client’s ads and get to view those ads on the most appropriate type of device. Not only did this allow Leroy Merlin to reach a qualified audience, it also allowed them to have better control over their reach and maintain a mobile and technology-savvy image.