Introducing a novelty in offline marketing, Cyreen’s cutting edge technology calculates conversion rates of shoppers with advertising exposure and compares them to the conversion rates of shoppers without contact to the respective spot. This KPI allows to understand the increase of purchase probability of shoppers when being exposed to an ad on the C.A.P. medium. The illustrated case reveals an increase of the conversion rate by 329% when shoppers are in contact with C.A.P., compared to when they do not see the respective ad on the screens.
Product Category
Brand
Campaign Period
Impressions
undisclosed
undisclosed
7 Weeks (CW12–CW18)
836’528
Based on the calculated conversion rate, the overall and sole impact of the C.A.P. campaign on sales can be derived during the advertising period.
Product Category
Brand
Campaign Period
Impressions
undisclosed
undisclosed
7 Weeks (CW12–CW18)
836’528
As the referencing methodology is widely known across advertisers, Cyreen provides such analyses on request. Sales figures during a campaign on C.A.P. can be compared to both a reference period prior to the campaign as well as to reference markets which are not equipped with the C.A.P. technology. The reference period can be defined by the advertiser (i.e. one week before campaign, prior year, average of Q1, …).
Reference markets are chosen by the academic board of Cyreen. The markets are situated within the same geographical area and generate similar sales characteristics.
Considering the listed case, the impact on overall sales is clearly visible. Even though the reference markets grew during the C.A.P. campaign in 2019 by more than 50% compared to the sales level of the same weeks in 2018, C.A.P. markets significantly outperformed this growth with more than 70% additional sales.
In addition to the referencing methodology, the academic board of Cyreen developed C.A.P.’s very own approach of measuring advertising impact. The combination of unique technological advantages generates more precise and transparent insights than what has been possible to date.
Product Category
Brand
Campaign Period
Impressions
undisclosed
undisclosed
10 Weeks (CW20–CW29)
1’084’008
Learn more about the analytical potential and methodology of C.A.P. with this case study conducted with Barilla.
