无处不在的视频的力量（英）

Efficiently driving store visits through in-home & on-the-go touchpointsThe Power of Video EverywhereLeveragingvideo in the home for brand building is ubiquitous, offering unmatched opportunities for brand storytelling2But how can brands drivereal action outside of the home?3Test the effectiveness of serving video ads as an additional touchpoint when people are already on-the-goOUR OBJECTIVE45We put 3 types of video to the test by deploying and measuring their impact on foot traffic THE TESTConnected TVProgrammaticOnline VideoProgrammaticVideoOn-the-GoGSTV6The MethodBrandFast casual dining brand running all 3 types of video simultaneously1Campaign GoalVideo ads featured a new promotion and aimed to drive traffic to restaurantsFieldingImpressions ran across all screens over the course of 3 weeksKPI MeasurementMeasured foot traffic to the brand’s casual dining locations2347CAMPAIGN GOALDriving foot traffic to storesVideoOn-the-GoOnline VideoConnected TVINVESTMENT37%REACH6.0MAVG FREQUENCY1.8 INVESTMENT11%AVG FREQUENCY1.2Similar average frequency across video platformsREACH1.5M INVESTMENT52%REACH8.9MAVG FREQUENCY2.1 8The Power of an ‘On-the-Go’ Moment9THE IMPACTReaching people on-the-go drove incremental foot trafficBEHAVIORAL LIFT(Incremental store visitation)EXPOSED CONVERSION RATE(Store visitation)Video On-the-GoOnline VideoConnected TV+12%10%4%6%On its own, video on-the-go was the most effective in generating store visitsExposed Conversion Rate Exposed Conversion Rate Exposed Conversion Rate No incremental lift in store visitsNo incremental lift in store visits10THE IMPACTVideo on-the-go + traditional video = Amplified performance VIDEO ON-THE-GO ONLY+12%VIDEO ON-THE-GO + CONNECTED TV+22%VIDEO ON-THE-GO + ONLINE VIDEO+27%When video on-the-go is combined with other video formats, synergy drives even stronger performanceBEHAVIORAL LIFT(Incremental store visitation)% increase11THE IMPACTWe consistently see on-the-go driving store visits across verticalsBEHAVIORAL LIFT% of campaigns with lift VIDEO ON-THE-GO39% 80% TV/DigitalVIDEO ON-THE-GO35% 78% TV/DigitalQSR/DiningRetailSource: Foursquare benchmark analysis, FY22 – FY23 12THE IMPACTVideo on-the-go delivered efficient incremental reachVideo On-the-Go39 people/dollarOnline Video37 people/dollarConnected TV30 people/dollar30%more efficient compared to Connected TV6% 1.4MVIDEO ON-THE-GO + OTHER45% 7.5MINCREMENTAL REACH FROM VIDEO ON-THE-GOTOTAL CAMPAIGN REACH13On-the-Go Video, Under the HoodOn-the-go video succeeds by connecting with attentive audiences on the verge of spending14“An object in motion tends to stay in motion.” ISAAC NEWTON1515MOMENTUM DRIVES ACTIONWhen people are on-the-go, they spend more CONSUMER SPENDING $ per thousand accounts | 3-hr post observation windowNo fuel transaction that dayFuel transaction observed+3.7xConsumers spent 3.7x more immediately following a fuel transaction than those who did not purchase fuel that daySource: Affinity Solutions, analysis of fu